Meghan, Duchess of Sussex has launched her new lifestyle brand, American Riviera Orchard, an extension of her former blog The Tig.
The quiet release comes as her sister-in-law Catherine, Princess of Wales navigated a photoshopping drama on her recent Mother’s Day post.
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The wife of Prince Harry shared some cryptic posts on the brand-new Instagram account on Friday.
She was seen in a video posted to the account’s Instagram Stories appearing to arrange flowers before the footage cuts to her cooking in a kitchen.
Nine photos were shared, all working together to spell out the brand logo on the Instagram’s grid.
The account has 274,000 followers as of midday Friday.
American Riviera Orchard will reportedly focus on home, garden, food and lifestyle wares, a source close to Meghan told Page Six.
“She’s been working on this for over a year and it’s all the things that are close to her heart – all the things she’s passionate about,” the source said.
The company is expected to sell various home goods, including jellies, jams and spreads and tableware staples such as cutlery, table linens and drinkware and cookbooks.
Her former blog The Tig launched in 2014, named after the Italian wine Tignanello.
It covered topics including lifestyle, travel, fashion, beauty and self-love.
In 2018, before her marriage to Harry, Meghan deactivated her personal accounts along with her lifestyle blog The Tig.
The couple then had their own official social media account, Sussex Royal, which was deactivated in 2020.
In 2023, it was suspected Meghan had made a personal Instagram account after Page Six reported that she had secured an Instagram handle — @meghan — and was quietly preparing to make a comeback online.
The launch of American Riviera Orchard comes amid increased scrutiny over the welfare and whereabouts of Meghan’s sister in law Princess Kate.
To mark Mother’s Day in the UK, Kensington Palace released an image of the Princess of Wales with her three children earlier this week.
However the image was later removed from all major photo agencies as a “kill notice” was issued after it was spotted that the photo had been edited.
It was the first official photo of Kate since her January abdominal surgery that has left her out of public eye.
Kate herself released a rare apology on her and Prince William’s Instagram account, sharing that she was “experimenting with editing”.
Instagram since has a warning on the photo that the photo has been “altered”.
The fiasco has sparked worldwide concern for Kate and has prompted conspiracy theorists on social media to go into overdrive.