Meghan Markle, the Duchess of Sussex, has officially named herself CEO of her lifestyle brand, American Riviera Orchard, following an extended and unsuccessful search for a suitable candidate. The decision comes as the brand faces mounting delays, trademark disputes, and behind-the-scenes turmoil.
Markle, 43, who has been quietly building her brand since its launch earlier this year, had spent months interviewing prospective CEOs. However, by April, the hiring process had stalled. A source told The Mail at the time, "The initial CEO search has not panned out so far." This week, insiders confirmed that Markle would now oversee the brand herself.
"She is the CEO of American Riviera Orchard," a source told columnist Richard Eden. The decision highlights Markle's hands-on approach to the project, despite criticism from some corners about the brand's progress.
The lifestyle brand, which Markle unveiled in March, has yet to release any products to the public, despite earlier promises of a 2024 launch. Markle did, however, send jars of jam from the brand to a select group of friends and influencers earlier this year, sparking interest on social media.
Compounding the delays, Markle has faced ongoing legal and logistical hurdles. The U.S. Patent and Trademark Office (USPTO) refused her trademark application in September, citing that businesses cannot trademark geographical locations. Further complicating matters, rival lifestyle brand Harry & David filed a protest against the American Riviera Orchard name, arguing it was too similar to their "Royal Riviera" product line.
Last week, Markle requested a three-month extension from the USPTO to address the trademark issues, which, if unresolved by the next deadline, would force her team to restart the application process.
The project has also been marred by high turnover among the Sussexes' staff. Earlier this year, their chief of staff, Josh Kettler, resigned after just three months on the job, joining a long list of employees-18 in total-who have exited over the past four years.
Despite these challenges, Markle has remained optimistic, reportedly dedicating the past year to preparing for the brand's official launch. "She's been keeping her cards close to her chest," a Hollywood insider told Page Six. "It's going to be a good year for Meghan specifically. She's spent the majority of the year doing work behind the scenes to launch a project in the first few months of 2025."
The Duchess has kept a low profile regarding the brand's development but recently hinted at its connection to her upcoming Netflix cooking show, slated for release in mid-2025. While Markle has declined to comment publicly on her new role as CEO, sources close to the couple insist that she remains deeply committed to ensuring the success of American Riviera Orchard.
