Meghan Markle has announced a rebrand of her lifestyle brand, which was initially called American Riviera Orchard. She has chosen the name As Ever, marking a fresh direction for her business. The announcement comes just before the release of her new Netflix show, With Love, set to debut on March 4, 2025.
Meghan Markle Rebrands ‘As Ever’
The Duchess of Sussex, 43, shared the news in a video posted on Instagram. In the video, she appears casually dressed in a white shirt and jeans, with her husband, Prince Harry, briefly appearing to help with the recording. Meghan expressed her excitement about the upcoming release of both her business and her show. She explained that while the name American Riviera Orchard had a special meaning, referring to her home region of Santa Barbara, it felt limiting in terms of the scope of products she wanted to offer. Her new brand, As Ever, will expand her offerings beyond local products to include a wider range of items.
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Meghan Markle revealed that the new brand is an extension of her former lifestyle blog, The Tig. She explained that As Ever reflects her ongoing passion for food, gardening, entertaining, and thoughtful living. These interests have always been a central part of her life, and now she feels ready to share them with the world again. The brand name is a nod to continuity, as it draws from her previous endeavors and marks a natural next step in her journey.
The brand’s new website features a photo of Meghan’s daughter, Princess Lilibet, adding a personal touch to the announcement. Meghan also hinted at some of the products that will be available, including fruit preserves (a nod to her love for making jam). She promised there would be even more items that reflect her personal style and passions, and she couldn’t wait to share them.
In her Instagram caption, Meghan Markle explained that As Ever represents consistency and dedication to what she loves. She also emphasized the importance of this new chapter, noting that it would blend her love for food, gardening, and hosting with a focus on living thoughtfully and finding joy in the everyday. Meghan has been working on this brand for some time, and the name As Ever reflects her vision of authenticity and continuity.
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The rebranding from American Riviera Orchard to As Ever signifies a shift, not only in the name but also in the scope and ambition of her brand. This change aligns with her new show on Netflix, which will highlight her passions and provide a platform for her to share her lifestyle with a global audience. As she moves forward with As Ever, Meghan Markle is excited about the opportunity to build a brand that mirrors her personal interests and values, sharing them with a wider audience than ever before.
