Some of Meghan Markle’s closest friends have received the first offering from her lifestyle brand – American Riviera Orchard.
The Duchess of Sus𝓈ℯ𝓍, 42, sent out strawberry jam to a number of pals, including Delfina Blaquier and fashion designer Tracy Robbins, who shared shots on Instagram.
After being shared online, royal watchers have pointed out how the label looks like it’s been written in Meghan’s own hand, as the socialite was a keen calligrapher before her acting days.
Others have also noticed how the label appears to be peeling off, with some saying it could be so people can reuse the jars.
Meghan could have found inspiration from her father-in-law King Charles III who began selling products such as jam from the Duchy of Cornwall estate in the 1990s.
The Duchess of Sus𝓈ℯ𝓍 , 42, sent out strawberry jam to a number of pals, including Delfina Blaquier and fashion designer Tracy Robbins, who shared shots on Instagram
Fashion designer Tracy Robbins posted a picture of the jam, which had the logo for American Riviera Orchard and ‘Montecito’ underneath. The label also had the words ’17 of 50′
Taking to X today, one fan wrote: ‘I know people are saying the label is coming off
‘Remember, Meghan is a sustainable girly. The label probably isn’t stuck firmly on to allow people to peel it off easily and reuse the jar for other things – maybe their own homemade batch of jam..from a cookbook,’.
Others said that they are looking forward to seeing more from the brand, which could include homeware and cookbooks.
Fashion designer Tracy Robbins and Argentine socialite Delfina Balquier posted on Instagram that they each received one of the jars, which PR expert Nick Ede said looked ‘very home made with a stylish crest and almost handwritten brand name’.
Mrs Robbins and her husband Paramount boss Brian Robbins are friends with the Sus𝓈ℯ𝓍es and invited them to the Bob Marley film premiere in Jamaica in January.
The couple are also friends with Ms Balquier, who is married to Prince Harry ‘s friend Nacho Figueras – with the four together at a charity polo match in Florida last Friday.
Mr Ede said the jam ‘will have most likely have been sourced in Montecito and produced by hand by Meghan herself to make them feel special and thought of.’
He claimed her strategy was ‘highlighting the brand rather than Meghan’ as she tries to get people to ‘buy into the ARO lifestyle not just her own personal brand’.
Delfina Balquier also posted a photo on Instagram and said: ‘Strawberry jam makes me happy’
Fans were quick to note that the label of the jam appeared to be coming off
Others took to social media to compare snippets of Meghan’s calligraphy with the label.
Meghan worked as a calligrapher while trying to pay bills as she auditioned for acting roles.
Meghan wrote correspondence for Dolce & Gabbana and wedding invitations for clients including Robin Thicke. She has credited handwriting classes at school for her craft.
On her former lifestyle website The Tig, Meghan described herself as ‘a firm believer in handwritten notes’.
Speaking about the launch today, Mr Ede told MailOnline: ‘The creation of individually numbered jars of jam sent to a selected group of influential people is exactly what I thought that Meghan would do.
‘The whole premise of her new brand American Riviera Orchard is to highlight the quality and origin of the locally sourced ingredients and how they have been lovingly made into jam.
‘As a way of getting the brand out there and in keeping with the home-made, straight from the home aesthetic that she has gone for it works really well.’
Mr Ede also pointed out that Meghan was ‘filming a new cookery lifestyle show for Netflix which will show her making things that she loves and wants to share with viewers and fans‘.
He continued: ‘It’s not known how much the jam will cost and if it will even go into mass production but as a way of creating interest it’s also highlighting the brand rather than Meghan, which will be her strategy.
‘She wants people to buy into the ARO lifestyle not just her own personal brand. The look and feel of it is very home made with a stylish crest and almost handwritten brand name to keep it feeling like it’s a personal present.
Delfina Balquier’s video also showed the strawberry jam spread on a piece of bread
Showing the strawberry jam in a basket with lemons, Tracy Robbins added: ‘Thank you, M!’
‘The idea that she’s only sent it to 50 people shows that the stock is limited and creates a demand too and interest. As a launch its low key but in keeping with their new softer, homely approach to their celebrity status and lifestyle.’
Mrs Robbins posted a picture of Meghan’s jam, which had the American Riviera Orchard logo and ‘Montecito’ underneath – the celebrity enclave in California where Harry and Meghan live in a £12million home. The label also had the words ’17 of 50′.
The photo on Mrs Robbins’s Instagram Stories showed the jam in her hand, and she said: ‘@AmericanRivieraOrchard Breakfast, lunch and dinner just got a little sweeter.’
Showing it in a basket with lemons, Mrs Robbins added: ‘Thank you for the delicious basket! I absolutely love this jam so not sure I’m sharing with anyone. @American RivieraOrchard Thank you, M! #MontecitoGoodness #AmericanRivieraOrchard.’
Ms Balquier posted a similar picture on her Stories, saying: ‘Strawberry jam makes me happy. And I love your jam, @AmericanRivieraOrchard.’ Her label said: ’10 of 50.’
The post also showed some of the jam spread on a piece of bread.
Mr Ede also spoke about who else might have been sent the jam, and why she was using friends and influencers to help with the launch.
He said: ‘Sending her product to influential people is a great way of getting the brand name out there. It allows Meghan to create a buzz on social media and also for fans to see a glimpse into the lifestyles of the people she has sent the jam too.
‘It also creates intrigue as to who has been lucky enough to receive the jam. I am sure Meghan will have thought long and hard as to who to send her first batch to.
‘Individually numbering shows that the send out was limited edition but it does also make those who didn’t get the jam feel left out perhaps too.
‘I think she will have sent to some of her friends, local neighbours, influential people in the lifestyle and cooking circles and people she feels will genuinely appreciate the gesture.’
With the launch already being compared to other food products from celebrities, Mr Ede said Meghan had come up with ‘a unique way of launching, but it does feel similar to the look and feel of Flamingo Estate which has been one of the most successful brands to collaborate with talent like Jane Goodall and Julianne Moore‘.
He added that there was one major difference in that for ‘all the celebrity owned brands, when they send out to people of influence to post on their social media, there is a call to action to purchase’.
Mr Ede continued: ‘With ARO there is no functioning website just a holding page and an email registration which means that people who want to know more have no other information and I think that this could be frustrating to potential purchasers and fans who want to know more.’
Speaking about where Meghan will have sourced the ingredients from, Mr Ede added that this was likely to have been locally.
He said: ‘Meghan is a very authentic person and the whole premise of ARO is authenticity and local.
The brand’s logo is written in fine gold script above the word ‘Montecito’ – where Meghan lives
‘So I think that the small batch of strawberry jam will have most likely have been sourced in Montecito and produced by hand by Meghan herself to make them feel special and thought of.’
Fans of Meghan have been left hugely excited by the launch, with one tweeting: ‘I don’t eat jam that much but for you Meg I’m buying some. In fact hubby and kids will eat them on my behalf.’
Another added: ‘I remember learning to make jam in cookery class, so much fun, and all so yummy! I just know Meghan is absolutely loving this new era with ARO, with support from her amazing friends like Delfina.’
And a third said: ‘It’s all in the details, the ARO logo embroidery on the jam covering is exquisite.’
The Duchess is expected to officially launch American Riviera Orchard later this spring, with a source telling People magazine last week: ‘Meghan finds the name American Riviera Orchard perfect. It feels authentic to her.
‘She can’t wait for the website to launch. She is excited about her latest, personal venture. This is something she’s been wanting to do for a while. She is excited to share her style and things that she loves.’
Delfina Blaquier with her husband Nacho Figueras alongside Prince Harry and Meghan Markle at the Royal Salute Polo Challenge for Sentebale in Wellington, Florida, last Friday
Delfina Blaquier and Nacho Figueras at Harry and Meghan’s wedding in Windsor in May 2018
