Meghan Markle, the Duchess of Sussex, has officially assumed the role of CEO of her lifestyle brand, American Riviera Orchard, after a prolonged search for external leadership failed to produce results. The move comes as the brand faces increasing delays, legal challenges and internal upheaval.
A company in difficulty
Launched with a bang earlier this year, American Riviera Orchard has yet to release its promised product line, despite earlier announcements of a 2024 launch. Insiders reveal the initial CEO search stalled in April, leading Markle to take the leadership role herself. “She is the CEO of American Riviera Orchard,” a source confirmed to columnist Richard Eden.
Markle's decision to take the reins underscores her commitment to the brand, even as it faces significant obstacles. Trademark disputes have plagued the project, with the United States Patent and Trademark Office (USPTO) rejecting the brand name in September. Officials cited the inability to register trademarks for geographic locations, and rival lifestyle brand Harry & David protested the similarity to their “Royal Riviera” product line.
To address these issues, Markle's team recently requested a three-month extension from the USPTO. Failure to resolve the dispute before the next deadline could force the Duchess to completely restart the trademark application process.
Internal upheavals and delays
A high turnover rate among Sussex staff has also raised questions. Earlier this year, their chief of staff, Josh Kettler, resigned after just three months, adding to a list of 18 staff departures over the past four years.
Despite the setbacks, Markle remains optimistic. Inside sources suggest that she has been preparing diligently for the official launch of the brand. “It will be a good year for Meghan in particular,” a Hollywood source told Page Six. “She has been working in the shadows to launch something big in early 2025.”
Markle offered insight into the brand's vision through small gestures, like gifting jars of American Riviera Orchard jam to friends and influencers earlier this year, sparking curiosity on social media.
A royal turn towards business
The Duchess's move to head the brand aligns with her wider ambitions, including her upcoming Netflix cooking show, which is due to debut in mid-2025. Although she has not commented publicly on her new role as CEO, sources close to the couple insist that Markle is determined to turn American Riviera Orchard into a success story.
As Markle moves from royalty to business leadership, her ability to navigate these challenges will likely define the trajectory of her brand—and her legacy as a business leader.
