Meghan Markle Renames Lifestyle Brand, Launches ‘As Ever’
In a surprise reveal, Meghan Markle has officially rebranded her lifestyle venture from American Riviera Orchard to the more resonant As Ever. The Duchess of Sussex made the announcement via a charming Instagram video, which her husband, Prince Harry, recorded in their picturesque garden. With a casual vibe, Meghan shared her excitement, stating, “The cat’s out of the bag,” teasing her upcoming Netflix series, *With Love, Meghan*, set to drop on March 4. The backstory behind the name shift is just as intriguing as the new title itself. Markle explained that while “American Riviera” has an appealing ring—being a nod to Santa Barbara, of course—it was too restrictive for her expansive creative vision. “It limited me to things that were just manufactured and grown in this area,” she said, hinting at a broader scope for As Ever.
As Ever, which Markle secured the name for back in 2022, will now embody her passions—including cooking, crafting, and gardening—all elements she has openly cherished since the days of her lifestyle blog, The Tig. “As Ever essentially means ‘as it’s always been,’” Markle states, which reflects her commitment to authenticity and her long-standing love for delightful homemade goodies, including her debut product: strawberry jam. She even cheekily remarked, “I think we’re all clear at this point that jam is my jam!”
The brand’s official rollout aligns perfectly with the launch of its website, showcasing a heartwarming picture of Meghan and their daughter, Princess Lilibet, enjoying their idyllic coastal life. This shift is not just a name change; it’s the dawn of a fresh chapter, filled with new products and ideas that resonate with her audience. Meghan’s caption excitedly hints, “This new chapter is an extension of what has always been my love language… I can’t wait for you to get your hands on everything we’ve been creating.” Mark your calendars for this new venture that promises not just fruit preserves but a deeper connection to Markle’s lifestyle ethos.
Sources: Celebrity Storm Wire and People Magazine, E! News, Harper’s Bazaar
