Meghan Markle had to make a last-minute change with her lifestyle brand “American Riviera Orchard,” now under the name “As Ever.”
The announcement, made via Instagram, marks a fresh chapter in her entrepreneurial journey, following the setback she faced with her previously intended brand, “American Riviera Orchard.”
The Duchess of Sussex shared her excitement in a casual yet polished video filmed in her backyard.
With a smile, she revealed that she had been waiting for the right moment to introduce the name she had secured back in 2022.
“The cat’s out of the bag,” she admitted, adding that she was surprised they had managed to keep it a secret for so long.
Alongside the brand launch, Markle also expressed enthusiasm for her upcoming Netflix series, With Love, Meghan, which is set to debut on March 4.
As Ever: Meghan Markle’s New Brand
Originally, Markle had planned to name her lifestyle brand “American Riviera Orchard,” inspired by Santa Barbara’s nickname.
However, legal roadblocks prevented her from trademarking the name, as the U.S. Patent and Trademark Office flagged it for being geographically descriptive.
Additionally, a competing brand, Harry & David, raised concerns about its similarity to their “Royal Riviera” product line.
Realizing that the name limited her to products associated with Santa Barbara, Markle decided to pivot.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,” she explained. This collaboration led her to embrace a name that better reflected her broader vision—”As Ever.”
As Ever’s Meaning
Markle describes As Ever as an extension of who she has always been. Those who followed her lifestyle blog, The Tig, before she shut it down in 2017, will recognize familiar themes—her love for cooking, entertaining, and mindful living.
“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,” she shared.
The new brand will offer a curated selection of products, ranging from home goods and kitchen essentials to beauty and wellness items.
Markle confirmed that fruit preserves will be a part of the collection, playfully adding, “I think we’re all clear at this point that jam is my jam.”
Meghan Markle’s new brand logo
The As Ever logo features a palm tree with hummingbirds on either side, a design choice that holds deep personal significance.
Prince Harry, in his memoir Spare, reflected on an emotional moment when a hummingbird entered their home after the passing of Queen Elizabeth II.
A friend had told him that some cultures see hummingbirds as symbolic of reincarnated warriors or spiritual visitors.
Meghan and Princess Lilibet’s photo
Adding a sentimental touch to the launch, the brand’s website features an endearing photo of Markle with her three-year-old daughter, Princess Lilibet.
The mother-daughter duo is seen walking hand in hand in a picturesque field, dressed in matching white outfits.
As the launch of As Ever approaches, Markle is eager to share more details.
“I haven’t been able to share it with you in the same way for the past few years, but now I can,” she told her followers.