Meghan Markle's Instagram return branded 'ill-timed' on day of Diana Awards
Meghan Markle's social media comeback news is set to "overshadow" her husband Prince Harry and his brother Prince William's night at the Diana Legacy Awards.
The pair is coming together to celebrate young people who work to improve the lives of others at the glitzy bash in memory of their late mother, Princess Diana. Harry is dialling into tonight's ceremony via video link from the couple's Montecito mansion in the USA and William is in attendance in-person at London's Science Museum.
But a few hours before William arrived to deliver a speech about the event, launched in 1999, Meghan announced her sensational return to Instagram. It's sparked fury on X, formally Twitter, with some saying the Duchess' business launch was "ill-timed".
READ MORE: Meghan Markle launches lifestyle brand American Riviera Orchard with return to Instagram
Meghan launched her new business on Thursday evening (AFP via Getty Images)"Meghan launched her website smack bang at the same time, for the Diana awards Surely Harry wouldn’t be happy about that?! It’s not just Prince William this is trying to overshadow," one complained. While another posted: "Of course she chooses this moment to launch. Who is advising her?" Another called the ordeal "disgraceful".
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"Meghan Markle planned to upstage Princess Diana's memory. You could have launched American Riviera Orchard ANY OTHER DAY, but I guess the awardees of @DianaAward are not as important. Disgraceful," someone else posted.
Mirror associate editor Russell Myers pointed out on the platform that Meghan's new business could be a "breach" of a deal with the Royal Family. "If you sign up for info on Meghan Markle's new business venture, you'll be notified about 'products'. Clear breach of the agreement by the Duke and Duchess of Sussex to not profit off their royal titles, is it not? Watch this space," he penned on the social media site.
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She shared a new video on the Instagram page's Story (American Riviera Orchard)The Duchess of Sussex's new venture 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 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 Meghan in her 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.
Will you be following Meghan Markle's new lifestyle brand? Vote in our poll HERE to have your say.
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.
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