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Meghan Markle's New Lifestyle Brand Will 'Reflect Everything That She Loves,' Source Says (Exclusive)

American Riviera Orchard is something that the Duchess of Sussex has been "wanting to do for a while," a source tells PEOPLE

<p>SUZANNE CORDEIRO/AFP/Getty</p> Meghan Markle attends the SXSW Conference in Austin, Texas, on March 8, 2024

SUZANNE CORDEIRO/AFP/Getty

Meghan Markle attends the SXSW Conference in Austin, Texas, on March 8, 2024

Meghan Markle’s new lifestyle brand American Riviera Orchard is a true passion project.

The Duchess of Sussex, 42, unveiled a new website and Instagram page for her surprise new project last Thursday.

A source exclusively tells PEOPLE that the lifestyle brand "will reflect everything that she loves — family, cooking, entertaining and home décor."

"She is excited about her latest, personal venture," the source says. "This is something she’s been wanting to do for a while. She is excited to share her style and things that she loves."

As for the brand's name, which is a nod to Santa Barbara, the California town where Meghan lives with Prince Harry and their two children, 4-year-old son Prince Archie and 2-year-old daughter Princess Lilibet, the source says that the Duchess of Sussex felt it was the "perfect" fit. (Santa Barbara has been nicknamed the "American Riviera" for over a century.)

"Meghan finds the name American Riviera Orchard perfect. It feels authentic to her. She can’t wait for the website to launch," the source tells PEOPLE.

<p>American Riviera Orchard</p> The current website landing page for American Riviera Orchard.

American Riviera Orchard

The current website landing page for American Riviera Orchard.

Related: Meghan Markle Returns to Instagram! The Duchess of Sussex Launches Surprise New Venture

Meghan is seeking permission to sell cutlery, cookbooks and jarred food products, according to a trademark application, and website visitors can join an email waitlist for products and updates.

The tastemaking themes are reminiscent of the content Meghan spotlighted on her lifestyle blog The Tig, which she shuttered in 2017 during her courtship with Prince Harry, and American Riviera Orchard's first Instagram Story showed her arranging flowers and cooking in a kitchen.

The announcement comes one month after Meghan revealed she signed a new podcast deal with Lemonada Media and days after she and Harry traveled to Austin, Texas, for the Duchess of Sussex's appearance on a panel at the SXSW Conference.

According to the source, Meghan is highly supportive of any projects Harry wishes to pursue and wants them to establish a successful "brand."

<p>Andrew Chin/Getty </p> Meghan Markle and Prince Harry at the Invictus Games Vancouver Whistlers 2025's One Year To Go Winter Training Camp on February 14, 2024 in Whistler, British Columbia.

Andrew Chin/Getty

Meghan Markle and Prince Harry at the Invictus Games Vancouver Whistlers 2025's One Year To Go Winter Training Camp on February 14, 2024 in Whistler, British Columbia.

Related: Meghan Markle's Brand Unveiling Coincides with 4th Anniversary of 'Freedom Flight' from Canada to L.A.

As the couple continues to put down roots in the U.S., the insider says that the Duke and Duchess of Sussex are careful about who enters their inner circle.

"They surround themselves with loyal friends and are very cautious about who they invite into their lives. Meghan is very focused on building a great network, " the source says. "She is the type of person who will not only remember your birthday, she’ll also send a very personal and thoughtful gift."

<p>Mat Hayward/FilmMagic</p> Meghan Markle at the SXSW 2024 Conference and Festivals at Austin Convention Center on March 8, 2024, in Austin, Texas.

Mat Hayward/FilmMagic

Meghan Markle at the SXSW 2024 Conference and Festivals at Austin Convention Center on March 8, 2024, in Austin, Texas.

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While the Duke and Duchess of Sussex have received criticism in the U.K. press (such as around the launch of the sleek new sussex.com website), Meghan is focused on looking forward.

"She could care less. She knows who her friends are and this is all she cares about," the source says.

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