If you have been missing the Sussexes in the gap since Prince Harry released his tell-all book last year, fear not.
Meghan Markle has launched a new brand called American Riviera Orchard, which already has almost half a million Instagram followers after only launching yesterday.
Details so far are sparse, but it is thought to focus on lifestyle much like her previous blog The Tig.
There are also signs that she may in future sell physical products from it, with trademark filings made with the brand’s name.
What is American Riveria Orchard?
It is Meghan Markle’s newest venture, launched with a grainy video today as well as a website and Instagram account.
The name is said to be a reference to Montecito, the upmarket enclave in California where she and Prince Harry now live with their two children after quitting as working royals in the UK. This area is often described as the ‘American Riviera’
It is separate from the couple’s Archewell brand, the umbrella name for all their philanthropic and business endeavours.
The website of that brand gives the tagline ‘Show Up, Do Good’ with the message underneath: ‘We believe in the power of community as a transformative solution for our collective wellbeing.’
By contrast, the new brand is seemingly Meghan’s project alone and is thought to be focused more on lifestyle.
It is thought to come alongside a new solo series on Netflix.
‘The brand is meant to coincide with the launch of a new cookery show,’ a source told the Daily Mail. ‘Meghan will be making, and selling, products such as jams. And at some point there will be a book and blog etc.’
A trademark filing includes cookbooks, cutlery, linens, table cloths, jams, jellies and nut butters.
A second international filing is even more extensive, covering stationery, garden tools, lights, tote bags and pet collars as well as a vast other variety of homeware.
What is the crest used on the logo?
It isn’t all that clear, but although it does look quite regal with a crown (we think?) at the top, it isn’t an official royal family crest.
The letters A and R are intertwined in swirly script, presumably standing for American Riviera.
Some have compared it to ‘dropped spaghetti’ as it’s quite hard to decipher.
The logo is the profile image on the brand’s new Instagram account, and it is also the main image on the website.
Lettering of the logo appears slightly raised, as if it would have been embroidered.
Is American Riviera replacing The Tig?
Maybe! The brand has quickly been dubbed ‘The Tig 2.0’, as people see it as a reboot of the lifestyle blog she ran before marrying into royalty.
She closed down the site in 2017 after getting engaged to Prince Harry, in preparation for a new life carrying out public engagements in the UK.
But we don’t actually know much at all about what the new brand will involve, as it is all very secretive so far.
It SEEMS to be a lifestyle brand looking at cooking and interiors, with Meghan seen stirring a cooking pot in an arty video to launch it, which also shows a woman’s hands arranging flowers.
But so far the website only gives the option for people to enter their email addresses to ‘join waitlist’.
At the time Meghan shut down her last lifestyle website, she wrote: ‘After close to three beautiful years on this adventure with you, it’s time to say goodbye to The Tig.
‘What began as a passion project (my little engine that could) evolved into an amazing community of inspiration, support, fun and frivolity.You’ve made my days brighter and filled this experience with so much joy.
Keep finding those Tig moments of discovery, keep laughing and taking risks, and keep being “the change you wish to see in the world”.’
‘Above all, don’t ever forget your worth – as I’ve told you time and time again: you, my sweet friend, you are enough.’
Get in touch with our news team by emailing us at webnews@metro.co.uk.
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