Meghan Markle launches lifestyle brand American Riviera Orchard with return to Instagram

Meghan Markle has launched her long-awaited lifestyle brand with a luxurious new video and Instagram profile.

The Duchess of Sussex's new venture American Riviera Orchard is thought to be The Tig 2.0 - a reimagining of her now-defunct lifestyle blog that she shut down in 2017 as she prepared to marry Prince Harry. Appearing in a romantic promotional video, Meghan arranges white roses, bakes in her kitchen and tends to her dog with the backdrop of her sprawling Montecito mansion.

American Riviera Orchard - which already has over 30,000 followers on Instagram - shared the video on Stories while the profile's grid makes up the gold calligraphy logo of her new brand. The video shows the Duchess of Sussex at her Montecito home set to the tune, I Wish You Love by Nancy Wilson.

The company's Instagram account bio reads simply: "by Meghan, The Duchess of Sussex⁣⁣⁣". The page's description also states the business was "established" in 2024, with a link to its website, americanriviera.com.

For all the latest on news, politics, sports, and showbiz from the USA, go to The Mirror US .

READ MORE: Meghan Markle's social media return 'off the cards' after slamming 'abuse and bullying'

The website invites people to sign up for a waiting list, with little to no details explained when clicking through. After someone signs up, they receive a message that reads: "Yes, I would love you to be the first to know about products, availability, and updates from American Riviera Orchard."

American Riviera Orchard's name appears to be a reference to Santa Barbara, the town in California where Meghan lives with her husband Prince Harry, and their two children Prince Archie and Princess Lilibet. The site looks very similar to her much-loved lifestyle blog, The Tig. Meghan founded The Tig, named after her favourite red wine, in 2014 while starring in legal drama Suits - which is now one of the most-watched shows on Netflix.

An insider has already spoken out about what Meghan's new brand is, saying that the creation is "close to her heart". A source 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."

Will you be following Meghan Markle's new lifestyle brand? Vote in our poll HERE to have your say.

A source told the Daily Mail: "It's a lifestyle and cooking brand called American Riviera Orchard. The brand is meant to coincide with the launch of a new cookery show for Netflix. Meghan will be making, and selling, products such as jams. And at some point there will be a book and blog etc."

A trademark application obtained by Page Six reveals American Riviera Orchard is set to sell a wide range of home goods, including edible treats like jellies, jams and spreads and tableware staples such as cutlery, table linens and drinkware. Cookbooks are also covered in the filing. The brand's logo features a design similar to Meghan's calligraphy side hustle, doing work for weddings before meeting Harry.

News has already reached social media, with fans gearing up for an announcement from Meghan about the new business venture. One wrote on X, formally Twitter : "Mother is about to feed us. I am too excited for whatever this is, Meghan we're ready baby."

"I'd recognize that calligraphy work from a mile away," penned another user. While someone else said: "Omg I signed up for Meghan's waitlist. It says there will be products! Yay!!" While another replied: "Omg I just checked the story and it looks like a video of Meghan cooking in her kitchen."

Another X user seems to think it could be another lifestyle blog, writing: "Omg my princess is back on Insta ?!? Possibly the little sister of the Tig ?!?" Someone else said: "She’s baaack!!! I don’t know what it is, but I’m thrilled to see the Duchess of Sussex back on Insta. I can’t wait to see what Meghan’s new project is & support it!"

Another follower penned: "Guys this is not a drill!!!! She's back! I'm excited to see what American Riviera Orchard is all about! Great things are coming." While another said: "Meghan is back on Instagram baby! This is bound to break Beyoncé’s internet baby! I'm so excited for this I sign up so fast!!! Our girl is back!!!! #AmericanRivieraOrchard."

The Mirror has approached Meghan's representatives for comment.

Join the Mirror's SMS news service to get the biggest breaking stories delivered straight to your phone. Click here to subscribe.

It comes after experts told The Mirror that Meghan's plans to become an influencer were very much on the back burner at the moment. She recently delivered a speech about the cruel "bullying and abuse" she received while pregnant with her and Prince Harry's children Prince Archie and Princess Lilibet, detailing the relentless "toxic" trolling while a working member of the Royal Family.

Meghan was thought to be reinventing herself with her own page on Instagram, away from her and Harry's now abandoned @sussexroyal account. The celebrity-style username @meghan had already attracted followers from some of Hollywood's biggest stars, including actress Julia Fox, but she was thought to be leaving it behind, for now.

"Will Meghan make a comeback to Instagram? Based on her recent comments, I don't think a comeback is imminent," PR expert Rhea Freeman previously told us. "The detrimental impact that social media can have on people from a mental health point of view, whether celebrity or not, can be huge, but looking at how other high-profile people manage their accounts, some of the tasks are delegated."

Chatting exclusively to The Mirror, PR firm CEO Michelby L. Whitehead weighed in on Meghan's defunct @meghan account, already predicting that Meghan would return with an all-important message, "Meghan's decision to step away from Instagram was a great decision from a public relations perspective," the publicity professional explained. "In her role as Duchess of Sussex, it is imperative to maintain her integrity and a positive public image. Responding to any negative comments would mar her public perception.

"This was also a sound decision for the sake of her mental health and the safety of the babies she carried. As an expecting mother, the Duchess chose to protect her peace and her own family, which is to be commended in an age where celebrities such as Kim Kardashian are obsessed with social media visibility, allowing co-parenting disputes and mayhem to play out in public, rather than choosing to take a social media break until situations are under control," Whitehead revealed.

"Markle is a resilient and sharp woman. Most likely, she will return to Instagram to leverage her bad experience on social media by launching an online mental health campaign, since she is already an advocate for the cause."

Marketing agency Hollywood Branded's Stacy Jones agreed, echoing: "Given her shared feelings about the bullying nature of the social platform, any return to social media would likely be purpose-driven, focusing on positive impact, business or philanthropy rather than personal exposure. "I don't think we'll see a 'this is my life' social media page - but rather a social feed that supports all of that which she is involved in. It's harder to be a hater when subject matter that is potentially triggering is removed."

Follow Mirror Celebs on TikTok , Snapchat , Instagram , Twitter , Facebook , YouTube and Threads .