Charging $30 for a jar of jam might seem outrageous to some, but Meghan Markle, now known as Meghan, Duchess of Sussex, has set her sights high with her latest venture: American Riviera Orchard.
As the brand gears up for its official launch, Meghan has taken the first steps in introducing it to the world. With a soft launch on Instagram last month, she unveiled the brand's logo, attributed it to herself, and provided a link for interested followers to join a waiting list on the website.
Despite the anticipation surrounding the brand, branding expert Lucy Green has issued a word of caution to Meghan. Green suggests that Meghan needs to be mindful of her pricing strategy, emphasizing that setting the price too high could deter potential customers. With references to class embedded in the brand's identity, from its regal name to its rustic connotations, Meghan must strike a balance to appeal to a broader audience.
The recent buzz surrounding Meghan's venture escalated when influencers shared their experiences with the product online. However, scrutiny followed as it was revealed that Meghan's strawberry jam comes with a hefty price tag, nearly four times higher than similar products on the market. While some may question the steep pricing, Meghan sees it as a step towards establishing herself as a modern-day Martha Stewart, or even reshaping the landscape of lifestyle brands like Goop and Flamingo Estate.
Critics have compared Meghan's pricing strategy to that of Flamingo Estate, a luxury LA-based brand known for its high-end offerings. However, while Flamingo Estate targets affluent consumers, Meghan aims to make her products more accessible to a wider demographic. Yet, as her jam draws attention, it also sheds light on competitors like King Charles's High Grove preserves, which take a sustainable approach and donate profits to charity.
As speculation mounts over the sourcing of ingredients for Meghan's jam, doubts have been raised about the authenticity of her homemade claims. Questions arise about the feasibility of sourcing such quantities of strawberries and lemons from her garden alone. With strawberries and lemons not even in season in California, skepticism grows regarding the origins of the ingredients used in her gift bowls.
In the midst of these discussions, Meghan finds herself defending her brand against accusations of deceit. Despite the challenges and criticisms, Meghan remains determined to carve out her place in the competitive world of lifestyle brands, one jar of jam at a time.
