american riviera orchard - what was that all about then?

[Tenmus]

It seems to have gone the same way as their Sussex Royal site. I don't know much about social media or PR, but this all seems pretty odd and ineffectual.

She's channelling her inner Gwyneth Paltrow.

It'd a bit too early to say it's been a failure.

But it is an odd PR move to announce a new commercial venture with an IG page & website - and then do absolutely nothing else for weeks. I would have expected some teaser posts about upcoming content to sustain interest.

I've read reports that trademarks haven't yet been granted, so I wonder if the launch was premature?

It's odd.

Probably rushed to 'launch' it to coincide with the Diana awards for maximum effect but as is their way nothing to back it up.

It's an odd name IMO, maybe too many Rs but it doesn't exactly trip off the tongue. Any combination of 2 of those words would work better but all 3 is just clunky.

Bit weird. I hate that "calligraphy" it looks so amateur. Maybe the idea is to make it look a bit homemade. It's jam and cosmetics as far as I know.

I can’t see the reasoning of the Diana awards, their market is the US, I’d be surprised if many in the UK knew they were happening never mind the US. Personally I think it was to show investors the potential footfall.

I wonder what Meg's candles will smell of? 🤔

Jan Moor wrote a piece about ARO today in the DM ( I know, I know!) and the site is to be launched next month apparently.

Moir

Bullsh1t?

They are both very big on the flashy announcements. Less so on the follow through. I doubt this will be any different.

The 'celebrity lifestyle' market is saturated. Gisele has just released a cookbook, to give the latest example. So ARO will be entering a very competitive market. What is its UPS? What is the 'angle'? There wasn't much to go on from the video and empty website, but she seems to be aiming for the 'upmarket California lifestyle'. I'm not sure she has the right persona for that however. Besides, hasn't Goop got it covered?

I didn't read it (Moir annoys me) but she went into absolute overdrive - two full pages in the paper ripping the piss out of it (and Meghan). She loathes this couple (in fact she doesn't like most of the RF).

I read pet food and yoga stuff too.

🤣🤣

Blake Lively had similar lifestyle brand that went belly up years ago, I don’t think there is a big market for this stuff.

It's not really started yet so we don't know

I do think it was either a rush job or just a toe dip to gauge interest.

That could turn out to be a huge error because scamps on the internet noticed that the trademark wasn’t in place and have cloned the site and are already offering cheap goods with the logo on for buttons. I imagine that will be a headache to clear up.

Has there been any further about her podcasts on Limonada ?

Yes! American Riviera would have sounded much better

I quick google American riviera is a bank, I can imagine there would be more difficulty finding a two word unique brand name

Moir, Platell and Vine are just Daily Mail hacks paid to slag off the Sussexes.

American Riviera Orchard is just a word salad as far as I can see.
Like others, I wonder if the launch was rushed to take the shine off William speaking at the Diana awards, hence the pause now before the official launch. I can't imagine it will be enormously successful, the world is no crying out for more overpriced celebrity tat

It is the worst name ever, and the shortened version I have seen used, ARO, sounds like a car engine oil.

ARO is also the name of an LA band headed by the oldest daughter of Sharon Osbourne, that should be fun if Sharon gets pissed off about it.

Here in the UK it seems to be a loan company. Or the Arabian Racehorse Organusation!

Whereas Omid Scobie and Chris Ship are highly respected journalists I suppose ???