Meghan Markle is earning praise from branding experts for her clever marketing strategy, pricing approach, and the refined allure she has built around her lifestyle brand, American Riviera Orchard.
Branding expert Chad Teixeira broke down Meghan’s tactics in an interview with the Daily Mail, explaining how her latest efforts defy “traditional retail logic” while perfectly positioning her products as luxury items. He noted that Meghan’s business strategy relies heavily on exclusivity, emotional appeal, and storytelling — all key components of premium branding.
“This year’s Christmas collection is the most important yet,” Teixeira said, referencing the newly released promotional video. The festive clip showcases a tastefully decorated home, a glazed turkey made with her own brand of honey, and shots of Meghan preparing desserts using her signature jams. The video, he explained, reinforces her image of warmth, craftsmanship, and sophistication — hallmarks of a luxury lifestyle.
The expert also addressed the pricing of Meghan’s products, which has sparked debate online. Her raspberry spread and orange marmalade are priced at $12 each, while the Fruit Spread Trio and Signature Fruit Spread Gift Set retail for $36 and $42, respectively, packaged in elegant keepsake boxes.
To Teixeira, the pricing is a “deliberate play on perceived value.” Rather than appealing to mass-market shoppers, Meghan’s brand positions itself as high-end. “It’s a strategic move where exclusivity and narrative hold more weight than practical value,” he explained.
He added that American Riviera Orchard emphasizes Meghan’s “story, taste, and aesthetic,” turning each item into an “emotional purchase rather than a rational one.” This approach, he said, is common among celebrity-led and heritage-inspired brands, where buyers are drawn to the meaning and persona behind the product as much as the product itself.
Even the handwritten labels on Meghan’s packaging contribute to the brand’s prestige, according to Teixeira. “Her handwriting aligns with that premium positioning,” he said. “That subtle connection to her personal touch is the luxury.”
While some consumers may initially find the prices surprising, Teixeira argued that this strategy could strengthen the brand’s long-term appeal. “This kind of pricing psychology can actually strengthen brand allure if handled with consistency, as it signals confidence and exclusivity,” he said.
Ultimately, Teixeira emphasized that “the key will be in storytelling.” He concluded, “If the focus remains on craftsmanship, heritage, and intention rather than quantity, most of her audience will interpret the pricing as part of the brand’s aspirational identity rather than a misstep.”
