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What Will Meghan Markle's New Brand Sell? Inside the Trademark for American Riviera Orchard

The Duchess of Sussex seems to be returning to her lifestyle roots

<p>SUZANNE CORDEIRO/AFP via Getty</p> Meghan Markle at SXSW on March 8, 2024.

SUZANNE CORDEIRO/AFP via Getty

Meghan Markle at SXSW on March 8, 2024.

Meghan Markle has lots in store with her new project American Riviera Orchard.

On Thursday, the Duchess of Sussex, 42, dropped a new website and Instagram page for what appears to be a lifestyle brand. While both pages are vague, featuring "American Riviera Orchard" in a gold script font between a coordinating logo and "Montecito," the official trademark application might shed light on what's to come.

According to the application, which was filed on Feb. 2 and is pending review by the U.S. Patent and Trademark Office, American Riviera Orchard has listed a slew of items under "goods and services."  The list includes tableware, table cutlery, downloadable and printed cookbooks and recipe books, coffee and tea services in the nature of tableware, servingware, decanters, dinnerware, chargers, napkin rings, table place card holders, beveragewagere, textile tablecloths, placemats and napkins, kitchen and table linens, gift wrap of fabric — plus food!

That set includes, "Jellies, jams; marmalades; fruit preserves; edible oils and fats, and preserves; Vegetable-based spreads; Legume-based spreads; Nut-based spreads; Garlic-based spreads; Sesame-based spreads; Dairy-based spreads; Nut butters; Fruit butters."

<p>American Riviera Orchard</p> Meghan Markle's American Riviera Orchard logo, revealed on March 14, 2024.

American Riviera Orchard

Meghan Markle's American Riviera Orchard logo, revealed on March 14, 2024.

Related: Meghan Markle Returns to Instagram! The Duchess of Sussex Launches Surprise New Venture

American Riviera Orchard also intriguingly asks for "retail store services" featuring "foods, books, tableware and tablescape goods, table linens, and servingware; online retail store services featuring food and beverages, books, tableware and tablescape goods, table linens, and servingware," possibly hinting that wares would be rolled out across brick and mortar stores. The application's last request is for online e-books relating to cookbooks and recipe books.

The document lists the owner as Mama Knows Best, LLC based in Beverly Hills.

The venture is no surprise for fans of the Duchess of Sussex, who flexed her skills as a tastemaker on her lifestyle blog The Tig before she and Prince Harry started dating and later married in 2018. She used The Tig to write about food and travel she found inspiring, along with personal reflections.

"I've never been the type of person to do only one thing. I guess that how my website was born," the Duchess of Sussex said in the 2022 Netflix docuseries Harry & Meghan. "There was fashion, there was tons of food, and travel, so it was all of the things that I loved. And The Tig wasn't just a hobby. It became a really successful business."

Meghan shuttered the site (and her Instagram page with 3 million followers) after getting engaged to Harry, making the launch of American Riviera Orchard even more significant as her official return to social media.

<p>American Riviera Orchard/Instagram</p> Meghan Markle appears in a video for American Riviera Orchard on Instagram posted on March 14, 2024.

American Riviera Orchard/Instagram

Meghan Markle appears in a video for American Riviera Orchard on Instagram posted on March 14, 2024.

Related: Meghan Markle's Brand Unveiling Coincides with 4th Anniversary of 'Freedom Flight' from Canada to L.A.

While much remains mum about what's to come, the project's name seems to be inspired by the roots the Duke and Duchess of Sussex have since put down in the U.S. American Riviera Orchard nods to Santa Barbara, the California town where the couple lives with their children, 4-year-old son Prince Archie and 2-year-old daughter Princess Lilibet. Travel & Leisure says that Santa Barbara has been known as the "American Riviera" for over a century "because of its temperate climate and lush landscapes, as well as its robust food and wine culture."

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<p>Karwai Tang/WireImage</p> Prince Harry, Duke of Sussex and Meghan, Duchess of Sussex attend the cycling medal ceremony at the Cycling Track during the Invictus Games in Dusseldorf, Germany on September 15, 2023.

Karwai Tang/WireImage

Prince Harry, Duke of Sussex and Meghan, Duchess of Sussex attend the cycling medal ceremony at the Cycling Track during the Invictus Games in Dusseldorf, Germany on September 15, 2023.

A click onto American Riviera Orchard's first Instagram Story, uploaded Thursday, shows Meghan picking flowers and cooking in a kitchen set to the song "I Wish You Love" by Nancy Wilson.

She notably launched the project on the fourth anniversary of what Prince Harry described as the family's "freedom flight" from Canada to Los Angeles after stepping back from their royal roles in the U.K. in 2020.

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