Meghan Markle’s lifestyle brand has undergone a major rebranding, changing its name from American Riviera Orchard to As Ever. The Duchess of Sussex made the announcement just weeks before the launch of her Netflix series, With Love, Meghan, signaling a fresh direction for her business.
This article takes a closer look at Meghan’s decision to rename the brand, the inspiration behind As Ever, and what this means for its future offerings.
Meghan Markle announces new name for her lifestyle brand
Meghan Markle has officially rebranded her lifestyle company, previously known as American Riviera Orchard, to As Ever. The announcement came just weeks before the launch of her new Netflix series, With Love, Meghan, which focuses on cooking, gardening, and entertaining.
In a candid Instagram video, Markle explained the decision to rename her brand. Initially, American Riviera Orchard was inspired by Santa Barbara’s nickname, reflecting the area where she and Prince Harry reside. However, she felt the name restricted her business to products exclusively sourced from the region. She revealed that she had secured the name As Ever back in 2022, but waited for the right moment to launch it.
The new re-brand from American Riviera Orchard to As Ever is designed to represent continuity and timelessness, according to Markle, aligning with her passion for cooking, home decor, and thoughtful living—interests she once shared through her former blog, The Tig. She expressed excitement about sharing this new chapter, emphasizing that the brand is deeply personal to her.
Markle confirmed that As Ever will continue offering gourmet products, including her much-discussed fruit preserves. “Jam is my jam,” she joked in the video. However, she also hinted at a broader range of products, including home goods, tableware, and wellness items.
The Duchess had been subtly hinting at the new brand name for months, signing off Instagram posts with “As ever, Meghan.” With this new venture, she has said she is seeking to create a brand that embodies her long-standing interests and personal aesthetics, blending food, lifestyle, and meaningful connections.
