Meghan Markle’s “As Ever” Brand Name Drop: A Sneaky Reveal on Instagram!
Well, well, well, if it isn’t Meghan Markle, the Duchess of Sussex and our favorite lifestyle guru! Recently, she dropped a bombshell on Instagram about renaming her lifestyle brand from “American Riviera Orchard” to “As Ever.” What’s even juicier? Meghan leaked hints about this name change all along, and some keen-eyed fans connected the dots faster than you can say “royal rebranding.”
On February 18, Markle unveiled her new brand name via a personal video. Explaining the shift, she revealed, “American Riviera sounded cool because it’s my neighborhood, but it boxed me into just Santa Barbara-inspired products.” She teased that the new name, “As Ever,” had been secured since 2022—talk about keeping the royal cards close to her chest! Now, let’s be honest: who wouldn’t want to be part of that chic lifestyle she’s curating? The rebrand comes alongside an impressive trademark application where Markle, apparently, has her sights set on selling everything from home goods to pet accessories. According to trademark filings, she’s gearing up for a whole new aesthetic in the home and lifestyle market—sorry, Martha Stewart!
Instagram fans likely remember spotting Markle’s signature farewell “As Ever” scattered across her recent posts, including a heartfelt tribute to Harry while he was competing at the Invictus Games and even announcements about tragic wildfires back home. The signature’s touch is both personal and intimate, making it feel like she’s right there with you—even if she’s sipping tea in Montecito.
This clever rebranding makes sense, especially for a woman whose life revolves around a modern royal family and their endless scrutiny. Plus, with the launch of her Netflix series “With Love, Meghan”—pushed to March 4 due to California wildfires—this new name might help her carve out a niche in the already crowded celebrity brand landscape. Remember, when you’re a Duchess making business moves, every detail counts. So, will “As Ever” find its way into your life when it hits the market? We’ll be watching!
Sources: Celebrity Storm Wire and People Magazine, Vogue, Harper’s Bazaar
