Meghan Markle has once again captured the spotlight with a significant rebranding of her lifestyle. The Duchess of Sussex—whose childhood poem recently gained traction—has rebranded her lifestyle brand, swapping American Riviera Orchard for a new, more personal name: As Ever.
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The timing couldn’t be more strategic—just weeks before the launch of her Netflix show, With Love, Meghan. The rebrand appears to be an evolution of her previous lifestyle project, The Tig, and signals her desire to step back into the world of food, home decor, and entertainment. The shift to As Ever gives her the freedom to expand beyond her California roots.
Meghan’s business announcement about her brand’s name change
Meghan Markle shared the news of her brand's transformation on 18 February via Instagram, posting an outdoor video where she appeared relaxed in a white button-down and jeans. In the clip, Prince Harry could be heard behind the camera saying ‘It’s recording’ before Meghan began to speak. She said:
The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about.
The re-branding is just in time as her Netflix series, With Love, Meghan, is set to highlight her love for cooking, gardening, and entertaining—core themes of her new brand.
Originally scheduled to premiere on January 15, the show was delayed due to the devastating wildfires in Los Angeles. Instead, the release was pushed to March 4, aligning with the brand relaunch. Meghan said:
Netflix came on, not just as my partner in the show, but as my partner in my business. which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.
She added:
As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening — this is what I do.
And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.
A key aspect of As Ever will be its collection of handcrafted jams and preserves, which Meghan humorously acknowledged in her announcement, saying:
Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love, and now it's time to share them with you.
A source previously told People that Meghan’s brand ‘will reflect everything that she loves.’ The source said:
She is excited about her latest, personal venture. This is something she’s been wanting to do for a while. She is excited to share her style and things that she loves.
Why did Meghan change the name?
Meghan revealed that she had initially thought 'American Riviera Orchard' was a fitting name, referencing the nickname for Santa Barbara, where she and Harry reside. However, she felt the name restricted her to the region. She said in the announcement:
Last year, I had thought, 'American Riviera, that sounds like such a great name.' It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.
The decision to pivot to 'As Ever' appears to be a strategic move, allowing Meghan to broaden the brand’s scope beyond Santa Barbara and her exclusive Montecito neighbourhood.
Additionally, while Meghan did not explicitly acknowledge it, The Telegraph reported that trademark complications involved in getting a patent over American Riviera Orchard may have played a role in the rebrand. The original name, 'American Riviera Orchard,' faced challenges with the U.S. Patent and Trademark Office, which rejected the application due to its connection with a geographical location.
However, as per the publication, ‘As Ever’ has not yet been successfully trademarked either, as the application is marked as ‘accepted’ by the U.S. office but has ‘not yet been assigned to an examiner.’
A rare glimpse of Princess Lilibet on Meghan’s new website
Alongside the brand reveal, Meghan also launched a fresh website for 'As Ever,' featuring a rare and heartwarming photo of her daughter, Princess Lilibet. The image captures Meghan and Lilibet hand-in-hand, walking barefoot across a picturesque grassy field in California, with palm trees and the Pacific Ocean in the background.
The mother-daughter duo is dressed in white, with three-year-old Lilibet’s striking red locks—a clear inheritance from Prince Harry—on full display.
The serene and intimate nature of the photograph underscores Meghan’s efforts to bring a personal touch to her brand, reinforcing As Ever as a project close to her heart.
This also marks one of the few publicly shared images of Lilibet, as Meghan and Harry have kept their children largely out of the spotlight. Previously, Meghan shared a picture of her daughter in an emotional Instagram video announcing the passing of her rescue beagle, Guy. Could this be a hint that we will see her kids more in her new series?
The website’s landing page also reflects the intimate and personal tone Meghan aims to bring to her brand. The phrase 'Save your seat at the table' is prominently displayed—a callback to a speech she gave on International Women’s Day in 2015, where she spoke about the importance of women having a place at the table.
This article has been created with the help of AI.
Read more:
Invictus Games highlights Prince Harry and Meghan's strong bond: 'They are genuine'
Prince Harry and Meghan face intense backlash from Montecito residents in Vanity Fair story
Meghan Markle's sister claims the actress verbally attacked her: Details from court filing revealed
Sources used:
People Magazine: Meghan Markle Renames Lifestyle Brand 'American Riviera Orchard' to 'As Ever.' And Yes, There Will Be Jam
The Express: Meghan Shares Rare Glimpse of Princess Lilibet in New Photo on 'As Ever' Website
The Telegraph: Meghan Relaunches Lifestyle Brand After Trademark Setback
