This is a recent Hollywood perspective of MM's new venture. I was unable to link it so here is the article, long but interesting and insightful as to how Orchard (or whatever its called) came about, and a very snarky comment about carpet bagging.
[ Flamingo Estate, the decadent lifestyle accouterments company inspired by the fabulous Spanish-style L.A. home of Richard Christiansen and his partner, , has become the status symbol du jour for a certain kind of post-Goop, California in-crowd. You know, the sort of milieu where unironic, limited-edition raw honey collaborations with Julianne Moore, Will Ferrell, and LeBron James and cost $250 a jar. And people regularly guffaw over $42 bars of soap or $80 dried strawberries. It’s a world where Glossier founder throws her baby shower. And no one—no one—is more associated with this fever dream than Meghan Markle, whom I heard used the lifestyle company as “inspiration” for her new brand, America Riviera Orchard.
Inspiration is perhaps a generous term, since Markle appears to be all but trying to re-create Flamingo Estate herself after a potential partnership fell through. Indeed, the trademark applications she filed on March 9 mention candles, nut butters, dried fruits and vegetables, and “kits comprised of edible oils, fats, preserves, spreads and butters.” Also on the application are cosmetic brushes, yoga mats, and a number of other wellness-related items. Earlier this week, a friend said the brand looks like “what happens when you go to a dinner at Flamingo Estate and aren’t invited back.”
“It was a business she was trying to be a part of,” a source said of Markle, who supposedly visited the estate after being introduced to the property by another famous Montecito resident (not Oprah). There were multiple in-person meetings with the Flamingo Estate team in 2022, I’m told, and Markle expressed a desire to come on as an “active partner” in the business. Apparently, Markle and Prince Harry became such big fans that they displayed Flamingo Estate products in their home (a stack of green Flamingo Estate books is visible in the background of a 2022 clip of Prince Harry promoting a New Zealand eco-travel project from his study). “Ultimately, the estate realized they didn’t want to take the business in that direction,” this person added. Christiansen was indeed seeking investments at the time; he raised $7.5 million last year, and I hear he’s fundraising again.
The partnership never came to fruition, but by the time it fell through, I’m told, Markle had reviewed relevant company information that any potential investor would be privy to and had “intimate knowledge” of the business. Christiansen declined to comment, and a spokesperson for Markle didn’t respond.
This is the double-edged sword of celebrity culture. Small brands want famous people who are brand-aligned from an aesthetic standpoint to take notice, but celebrities (and especially second-tier former royals) are inevitably seeking ever more ways to monetize themselves. These days, fronting a brand is the celebrity passive income stream of choice, and anyone with some measure of fame or a following thinks they have permission to start a multicategory product empire. Kylie Jenner and Kim Kardashian have tried to do this to varying degrees of success at different points in time (Jenner just released a canned alcoholic beverage and a fragrance), but we still have yet to see an Oprah or Martha Stewart of this generation. Gwyneth Paltrow’s Goop, which started in 2008 as a content website—and later expanded into skincare, apparel, vagina candles, activewear, etcetera—is probably the best example of a celebrity lifestyle brand today.
It’s indisputable that Markle needs to rehab her image beyond hiring an actual stylist (My Puck partner Lauren Sherman recently wrote about that here), but I’m not convinced American Riviera Orchard is the way. Being a late-addition ambassador for an established brand seems sort of like a microcosm of the carpetbagging that Markle has already been accused of vis-à-vis the Windsors.
And, ironically or not, the Sussexes have been in a process of gradual rebranding ever since they evacuated from Buckingham Palace a few years ago. Their various business endeavors haven’t been revolutionary, and their prowess as content creators has been unexpectedly shallow, even given the low expectations. Will Markle be able to prove that she has the taste and style to overcome the considerable obstacles to launching a lifestyle company in a turgid market, when a number of best-in-class options already exist? She’ll have her work cut out for her. And, for better or worse, everyone will be paying attention.'