Meghan Markle has launched a surprising new lifestyle brand, American Riviera Orchard

The Duchess of Sussex revealed her new business venture with a surprise Instagram post.

On Thursday, March 14, Meghan Markle appeared announcing the launch of her own lifestyle brand, American Riviera Orchard. In a post shared on the brand's Instagram Story, a video showed the 42-year-old Duchess picking flowers and cooking in the kitchen, to the tune of Nancy Wilson's “I Wish You Love.”

The new Instagram page's bio simply says: “By Meghan, Duchess of Sussex” and “Established 2024.” In conjunction with the launch of social media, website American Riviera Orchard simply displays the brand's text-like logo with “Montecito” — the neighborhood she and husband Prince Harry moved to after he stepped down as a royal in 2020 — written underneath.

According to a report from Page six, Meghan's American Riviera Orchard will focus on home, garden, food, and general lifestyle content. The brand will also reportedly sell a variety of home goods, such as cookbooks, food and kitchen utensils.

The brand name “American Riviera Orchard” is likely a nod to its new home in Santa Barbara, California — which has long been hailed as the “American Riviera” for its mild climate, natural scenery, and “strong food and wine culture.” according to Travel and entertainment.

Meghan Markle launches her lifestyle brand with an Instagram Story video

(Instagram/American Riviera Orchard)

This isn't the first time Meghan has ventured into the lifestyle world. Before her 2018 royal wedding to former Prince Harry suit The actress previously ran The Tig – a lifestyle blog she started in 2014 Close it in 2017. Meghan has previously described the blog as a “digital conversation between girlfriends”, where she writes not only about fashion and beauty content, but also a place to post inspiring articles for young women. Back in 2022, it was reported that Meghan had recently applied for the trademark The Tig, sparking speculation of a rebranding.

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The Instagram post also indicates Meghan's return to social media, having deactivated her personal account upon joining the royal family. Last year, rumors spread that the Duchess was planning a return to Instagram when an unverified Instagram account named @meghan gained thousands of followers overnight. In an interview with Shearing Published in August 2022, she teased her return to the platform. “Do you want to know a secret?” Meghan revealed to journalist Allison B. Davis. “I'll be back…on Instagram.”

However, the mother of two has long decried the “toxicity” of social media, most recently during a keynote panel at the South by Southwest (SXSW) festival in Texas on International Women's Day. “I keep my distance from him,” she said last week.

In February, Meghan and Harry quietly relaunched their new website, Sussex.com. The site's homepage reads, “Office of Prince Harry and Meghan, Duke and Duchess of Sussex,” and links to the Archewell Foundation, Archewell Productions, and their Sussex Royal website at the bottom of the page. The new website is said to bring more personal updates about the Duke and Duchess's activities.

The launch of Meghan's “American Riviera Orchard” project comes amid great controversy surrounding the royal family, after the Princess of Wales admitted to editing a family photo that was shared on Mother's Day in the United Kingdom. The doctored photo has since led to several agencies retracting the image and Kate Middleton issuing a public apology.

The Independent Meghan Markle's representatives have been contacted for comment.

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