Oprah sings the praises of latte that received duchess’s infusion
When embarking on a career as a private investor, it certainly helps to have friends in high places.
And the Duchess of Sussex went straight to the top yesterday, calling upon none other than Oprah Winfrey to promote her first financial deal with a brand – a ‘‘wellness latte’’ – to her 19 million Instagram followers.
The duchess roped in Winfrey, one of the most influential celebrities in the world, to endorse Clevr Blends, a small Californian company in which she has personally invested.
The move marks the launch of a burgeoning career for the duchess, who plans to privately invest in a string of female-led start-up companies that are ‘‘in line with her values’’.
Clevr Blends, which has just six employees, describes itself as a ‘‘woman-led, mission-driven wellness company,’’ stating on its website: ‘‘We think you deserve to feel amazing, no matter how crazy life gets.’’
The company started life in 2017 as a ‘‘funky pop-up coffee bar’’ in which ‘‘adaptogenic lattes and mushrooms coffees’’ were sold from the back of a van that travelled the Californian coast.
Based in Montecito, the wealthy Californian enclave now home to the Duke and Duchess of Sussex, it sells its four kinds of ‘‘instant superlatte blends’’ online for $28 a bag, or $2 a drink.
The duchess, 39, contacted the company, run by Hannah Mendoza, its co-founder, after trying its oat-milk latte.
She said: ‘‘This investment is in support of a passionate female entrepreneur, who prioritises building community alongside her business.
‘‘I’m proud to invest in Hannah’s commitment to sourcing ethical ingredients and creating a product that I personally love and has a holistic approach to wellness. I believe in her and I believe in her company.’’
When the Sussexes stepped from their roles as working members of the Royal Family, they made an undertaking to ‘‘uphold the values’’ of the Queen in any future endeavours. Buckingham Palace declined to comment on the new venture, but aides privately frowned upon the development, drawing attention to the pledge the couple made when making their bid for financial freedom. The duke’s cousins, Zara Tindall and Peter Phillips, earn their own money as non-working royals, but have had to tread a fine line when choosing which products to promote.
Phillips was widely criticised earlier this year for flaunting his royal credentials in a Chinese milk advert.
While the duchess did not directly promote the brand on social media, Winfrey’s input appeared to have had the desired effect, as Clevr Blends announced that due to high demand, orders may not arrive before Christmas.
In an Instagram video posted in the early hours of yesterday morning, the talk show host, who attended the Sussexes’ wedding in 2018, filmed herself making her ‘‘new favourite’’ superlatte, which she declared was ‘‘delicious’’.
She wrote on the post: ‘‘On the first day of Christmas my neighbour ‘M’ sent to me . . . a basket of deliciousness! My new drink of choice for the morning and night.’’
By 4pm GMT, the post had been viewed almost 380,000 times. It was not marked as an advert, but as Winfrey was not profiting personally, it is unlikely to break US rules.
Winfrey, said to be worth US$2.6 billion (NZ$3.7b) , is also working alongside the duke on a mental health series for Apple TV and has befriended the duchess’s mother, Doria Ragland.
The investment venture has been undertaken solely by the duchess, The Daily Telegraph understands, although she will continue to work alongside the duke in developing their Archewell foundation and various other projects, including their lucrative deal to produce content for Netflix.
Clevr Blends has been selffunded but plans to use the investment, which has not been disclosed, to upscale and move into the international market.
Mendoza said: ‘‘Entrepreneurs need funding, but they also need advisers who care deeply about what they are building. I’m grateful to have found both in the Duchess of Sussex.’’