Princess Catherine's brother James Middleton has teased that huge news is on the way regarding his brand, James and Ella. The Princess of Wales's brother appeared in a hilarious new Instagram video with two of his dogs.
In the video, James can be seen talking to someone behind the phone camera. Each time James goes to reveal what the secret is, he gets interrupted. His excitement to share the news with his fans seems to radiate from James, with the video showing him in various locations.
Teasing a new location for dog products
Standing in front of a gate, James teases that soon fans of his business may be able to find his brand's dog products “somewhere different”. He then bends down to tell his dog, Isla, the news.
In another scene of the video, James is seen sitting behind the wheel of a car when he reveals that this secret is possibly the “biggest” yet. The video then ends with James sitting in a house being told he can finally tell fans his big secret.
Interrupted by an alarm
He is then interrupted by the sound of an alarm. The video then ends, with the words “the secret is out soon” filling the screen. The date of the secret's release has been confirmed as October 23.
Writing in the caption of the video, James said: “I tried! Apparently keeping a secret means I’m not allowed to give you any clues, tell the dogs OR finish a single sentence… 23.10.26 - I’m telling you EVERYTHING.”
Background on James and Ella
James founded James and Ella as a way to ensure dogs can get the best food possible, offering nutritious food for furry friends. The brand also sells treats and extra goodies for dogs.
On the brand website, James said that he was inspired to set up by the company through his own dogs. He said: “Every dog owner thinks their dog is the best, and everybody is right.
“I founded James & Ella, a happiness and wellbeing company for dogs, as a way of giving back to my dogs that have done so much for me. Ella, my eldest black cocker spaniel, is the namesake of our company. She is my teacher, therapist and best friend. I wanted to share my story with you; about my mental health and the emotional support I received from my dogs.”
Fan excitement and family support
Fans already seem excited that James has some news to share. One fan commented on the Instagram video: “Looking forward to find out more.”
Another said: “Looking forward to what the secret is.” Someone else wrote: “How exciting!” While Princess Catherine does not comment on her brother's business ventures, it is believed she is very supportive of him. This is because the pair are still very close, even as they have grown older.
Just this summer, Catherine took on The Three Peaks Challenge, and had her brother James join her. This is believed to have been especially special for the siblings, showing just how close their bond still is.
