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Duchess Meghan officially launched her new lifestyle brand by sending jars of strawberry jam to influencers across the country.
The 42-year-old former senior royal gave away the limited-edition bottle to promote her new business, American Riviera Orchard, which was announced online last month.
This was done through a vintage-style teaser video of the former actress pruning flowers and cooking while Nancy Wilson's “I Wish You Love” played in the background.
Jars of jam were sent to influencers including fashion designer Tracy Robbins, who posted the jam on her Instagram Stories.
The jam had a new company label and a handwritten number indicating it was the 17th jar of 50.
Robbins wrote, “Breakfast, lunch, and dinner at @AmericanRivieraOrchard just got a little sweeter.”
She posted a photo of jam in a lemon basket and added: “Thank you for the delicious basket!” I love this jam so much that I don't know if I'll share it with anyone. @AmericanRivieraOrchard Thank you, M! #MontecitoGoodness #AmericanRivieraOrchard”
Other influencers who received the jam also promoted it on social media, including Argentinian influencer socialite Delfina Barquier.
She was presented with a jar of 10 out of 50 and showed off what the spread looked like on buttered bread.
Barquier writes: “Strawberry jam makes me happy. And I love your jam, @AmericanRivieraOrchard.”
The news of the jam was greeted with much enthusiasm from the Duchess' fans who took to social media to share their excitement.
It's not yet known exactly what products the new brand will offer, but the U.S. Patent and Trademark Office website says the company will offer downloadable and printable recipe books, tableware, textiles, as well as jams. It is said to be registered to sell food products such as food and marmalade.
One fan on Twitter (X) praised Jam's luxury label.
“The attention to detail is amazing. The embroidery of the ARO logo on the cover of the jam is exquisite,” they write.
A second person added: “I don't really eat jam, but I buy it for Meg. In fact, her husband and kids do it for me.'' [sic]
A third person said: “A wise person knows that when life gives you lemons, you don't just make lemonade or make jam or marmalade and make money that way; I am here for this.” [sic]
But not everyone was so impressed with the impending launch.
One critic quipped: “Has anyone else noticed that the labels on the promotional jam that Meghan Markle is sending to her 'friends' are literally peeling off?” Not a good start for someone with, to quote my words, a 'sharp eye and insane attention to detail'. ”
News of the jam comes after it was confirmed that the couple are each working on new projects with Netflix as part of an £80m deal with the company.
Meghan will also be working on a new series of lifestyle content, exploring “the joys of cooking, gardening, entertaining and friendship.”
Meanwhile, Prince Harry is working on his own series about polo, a sport that has been close to his heart for many years.
