Meghan Markle’s Lifestyle Brand Gets a New Name: Introducing As Ever

Meghan Markle, the Duchess of Sussex, has officially renamed her lifestyle brand from American Riviera Orchard to As Ever. The announcement was made via Instagram on Monday, February 17, in a charming video recorded by her husband, Prince Harry, in a picturesque garden setting. Dressed in a casual yet elegant outfit of jeans and a white button-down shirt, Markle shared the exciting news with her followers, expressing her thrill about the upcoming launch of her brand and her highly anticipated Netflix series, With Love, Meghan, which is set to debut on March 4.

Why the Name Change?

The decision to rebrand came after Markle realized that the name American Riviera Orchard limited her to products exclusively manufactured and grown in Santa Barbara, a region she lovingly refers to as her neighborhood. “It was a great name, but it confined me,” she explained. When Netflix became not only her partner for her show but also for her business, she saw it as the perfect opportunity to embrace a new name that reflected her broader vision. The name As Ever holds special significance, as it captures the essence of her long-standing passions and commitment to her lifestyle brand.

The Meaning Behind As Ever

Meghan Markle revealed that As Ever is a name she secured in 2022, inspired by the phrase “as it’s always been.” The name reflects her enduring love for cooking, gardening, and crafting, which have been central to her life since she started her lifestyle blog, The Tig, back in 2014. After stepping back from her royal duties, Markle hasn’t been able to share her creations in the same way, but now, with the launch of As Ever, she is eager to reconnect with her audience and showcase the products and values she cherishes.

A Glimpse into As Ever

The brand, formerly known as American Riviera Orchard, made its debut last year with a product close to Markle’s heart: strawberry jam. She playfully admitted, “I think we’re all clear at this point that jam is my jam,” but she also hinted at a wider range of products that she is eager to share with her followers. From food and gardening to entertaining and thoughtful living, As Ever is designed to help people find joy in the everyday moments. Markle’s excitement is palpable as she prepares to unveil the fruits of her labor.

A New Chapter for Meghan Markle

The launch of As Ever coincides with the release of Markle’s Netflix series, With Love, Meghan, which is set to premiere on March 4. This new chapter in her life and career is a testament to her determination to build a brand that aligns with her values and passions. The As Ever website has already gone live, offering a sneak peek into the brand’s aesthetic, which is deeply personal and heartfelt. One of the standout features of the website is a touching image of Markle and her three-year-old daughter, Princess Lilibet, walking together in a stunning coastal setting—a moment that encapsulates the essence of her brand.

Looking Ahead

As As Ever prepares to officially launch, Meghan Markle is inviting her followers to join her on this exciting journey. She has promised to share behind-the-scenes glimpses of the brand’s development and can’t wait for her audience to experience the products and ideas she has poured her heart into. With As Ever, Markle is not just launching a lifestyle brand; she’s offering a way of life—one that celebrates the beauty of everyday moments, the joy of creating, and the importance of connecting with the things that truly matter.