The PR list for Meghan Markle’s American Riviera Orchard jam mailer is arguably the hottest list in Hollywood at the moment. For those unaware, the Duchess of Sussex surreptitiously sent out a batch of supposed handmade strawberry jam to 50 of her closest confidants. (Well, at least those with an active social media presence willing to pledge their allegiance to ‘ARO’ by sharing the bucolic gift.)
Markle and Prince Harry are currently in Florida for a slew of charity appearances, including a bout of polo and an excuse to showcase beloved Byron Bay-based label St. Agni to the world at a gala dinner. But over on the West Coast, Markle’s plans to dominate the lifestyle sector are well underway.
As anyone who has studied at the Kardashian-Jenner School of Branding is aware, a viral round of influencer and KOL (key opinion leader, for those who don’t speak marketing) seeding is key to drumming up anticipation for the launch. Yes, Markle may be dipping her toes into the realm of boutique marmalades, but an on-brand distribution initiative is relevant nonetheless.
So, what did these fifty nearest and dearest receive from the royal? Each jar of jam was delivered in a basket topped with freshly picked lemons (a staple in the Santa Barbara region), with the pastoral packaging front and centre.
The jam itself has an idyllic, rustic quality to it, with the lid covered with muslin cloth tied with a piece of sandy ribbon and the label featuring Markle’s own calligraphy. It’s not clear if Markle herself hand-drew the royal-inspired sigil that forms the brand’s logo, but it looks as if she’s single-handedly written each batch number on the canister.
The likes of Oprah and Serena Williams are yet to share their opinion on the jam, but friends including designer Tracy Robbins (number 17) and Argentinian socialite Delfina Blaquier (number 10) have both expressed their support.
No one has commented on the actual taste of the product yet—save Robbins calling the basket “delicious”—meaning there’s still a bit of publicity to be done.
If Markle is open for suggestions, may we suggest appearing on Molly Baz’s YouTube channel or Meredith Hayden’s (@wishbonekitchen) TikTok account to showcase a recipe designed to feature the jam? (We don’t take Markle as an Emily Mariko girlie.)
Until then, Markle appears content to be pumping up the jam…literally.
