Meghan Markle Back on Instagram!
Will 2025 be the year of Duchess influencing?
“Do you want to know a secret? I'm getting back... on Instagram,” Meghan, the Duchess of Sussex to The Cut Magazine in August 2022
Hello Dear Readers,
The @Meghan Instagram account stirred some curiosity in August 2024 with a few noteworthy updates. Among these was a new profile picture featuring a vibrant floral design. Many believed this subtle change was a loving reference to the nickname Meghan Markle cherished, a gift from her mother, Doria Ragland. Then, an update to Page Six that, “Meghan was set to go live on Insta, but changed her mind shortly before she launched her ‘Archetypes” podcast, so it’s just sitting there now.”
Well, we now have an update, nearly two years after the admission in The Cut: Meghan’s back on Instagram!
The only post is a video which People Magazine “understands Prince Harry filmed”. And the reason for the new account?
PEOPLE understands Meghan is excited to return to social media as a way to reconnect with communities around the world and share updates about the projects she's working on, looking to lead by example in demonstrating the potential for social media to bring joy and positive connection.
As we enter the new year, let’s approach this with kindness. This Instagram move seems well-suited for Meghan, who clearly embraces the platform. We believe her core identity has always been that of an Influencer, and this is likely a strategic move to leverage that.
Instagram will undoubtedly open doors for sponsored content opportunities. It’s worth noting that nearly two years have passed since she signed a significant talent deal with William Morris Endeavor, with relatively few tangible results. A robust social media presence is crucial for successful brand partnerships, making this a potentially shrewd move for her career.
Regarding ‘updates about projects she’s working on,’ we’ve consistently observed a pattern: Meghan (and Harry) often announce ambitious projects with significant fanfare, only to see limited progress or tangible outcomes. For further analysis, please refer to our newsletter detailing Meghan’s activities in 2024, which highlights the lack of substantial progress with her company, American Riviera Orchard
ARO’s launch included a promotional video, yet nearly a year later, the company website and Instagram page remained largely stagnant, plagued by copyright issues. Even this new @Meghan Instagram account launch appears somewhat disorganized. Initially, her profile simply read “Meghan”. Two hours later, it was amended to “Meghan, Duchess of Sussex”. A polished rollout would typically demonstrate greater attention to detail and a more cohesive strategy.
While the video itself is cute, a closer look reveals a humorous behind-the-scenes detail. The presence of ‘2025’ etched into the sand provides a glimpse into the filming process, suggesting that multiple takes were required to achieve the desired result.
This relatable moment – struggling to get the perfect photo with your partner – adds a touch of humanity. We’ve all been there!
So what’s next? It’s worth noting that it took nearly two years from her initial announcement of an Instagram return for the account to actually launch. Hopefully, future sponsored content will be delivered more swiftly. She currently boasts about a third of a million followers.
Perhaps her second inaugural post will feature the lattes from her coffee venture? Alternatively, she might showcase a handbag from Cesta Collective, the accessories brand in which she also invested. If we were offering advice, we’d suggest focusing on her coffee business.
An investigation has uncovered disturbing allegations of extremely low wages paid to Rwandan artisans who craft high-end handbags for Cesta Collective, despite the company's previous claims of fair compensation. These luxury bags, retailing for over £700, are reportedly made by women who earn as little as 82 pence per day, translating to just over 10 pence per hour.
Prior to Markle's investment, Cesta Collective boasted on its website about paying Rwandan women "500-700 per cent more than the national average." However, this statement was quietly removed following Markle's investment announcement in August, coinciding with the onset of investigations into these wage claims.
Many artisans are responsible for covering the costs of materials, transportation, and even workspace rentals, further impacting their already low earnings. Additionally, some weavers are not compensated for bags deemed 'substandard' by the company, according to Benon Mugisha, the operations manager of All Across Africa, the intermediary organization responsible for overseeing the artisans.
Illuminée Bayisabe, a 60-year-old weaver, reported earning just £2.48 after taxes and expenses for crafting a small crossbody bag, a process that takes her three days. This starkly contrasts with the bag's retail price of £724 in the UK, highlighting the immense disparity between the artisan's compensation and the final selling price
Didacienne Musengimana, a 30-year-old artisan, reported earning £9.22 for creating a larger bag, the 'Taco Tote,' which retails for £863.
Despite their meticulous craftsmanship, many of these artisans live in basic, cramped housing with corrugated metal roofs, a stark contrast to the image of luxury that Cesta Collective projects to its affluent customer base.
While low wages and subpar working conditions are unfortunately prevalent in the global textile industry, Cesta Collective’s marketing strategy attempts to position themselves as the exception to that rule. The company paints itself as a champion of ethical practices, emphasizing its commitment to uplifting women and distancing itself from the inherent injustie of the global supply chain. This carefully crafted image allows them to justify significantly marked-up prices while potentially obscuring the realities faced by the artisans who create their products.
Meager wages and cramped work conditions are the norm in the overseas textile industry, so Cesta isn’t alone with these having to navigate these issues. The problem stems from The Cesta Collective marketing themselves as removed from such seedy foundations. The position themselves as being a solution to the problem with their self-described “ethical practices for uplifting women”. Then they use these buzzwords to sell heavily marked up goods.
Meghan’s return to social media will undoubtedly increase scrutiny. Her public statements and actions will now be subject to closer examination, allowing for a deeper analysis of their veracity. Investing in a company whose CEO says things like “For us, it’s pretty simple. These are baskets that are part of the national heritage of Rwanda, and most women know how to make it, so any time we get a big order, we call Africa and we hire another village.”
Call “Africa”? “Hire another village”??? Lud. Dear Readers, celebrities have been canceled for saying less offensive things than this.
Fashion and beauty TikTok influencer georgiejxmes posted a lengthy criticism of Cesta Collective to her 100,000 followers on August 31, shortly after a New York Times article named Meghan as its first outside investor.
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One of the key concerns raised, in addition to the brand's promotion of fair-wage ethics without disclosing actual artisan earnings, was a photograph provided to the New York Times. This image depicted the two co-founders seated on a bench while the Rwandan craftswomen were positioned on the floor, raising questions about the company’s imperialist portrayal of its relationship with the artisans.
“Images matter. Here we have two western women sitting on a bench, the Rwandan women gaze up at them. It's inappropriate to use these women as a marketing tactic for your brand, especially when they're not full-time employees nor do they have any ownership of your brand.”
-Georgiejxmes
She’s right. And this is what Meghan’ll have to take care to navigate going forward while she builds back her online presence.
Yours in Royal Tea,
Lady Sinclair