Meghan Markle has unveiled a new name for her lifestyle brand, previously introduced as American Riviera Orchard. Just days before the deb...
Meghan Markle has unveiled a new name for her lifestyle brand, previously introduced as American Riviera Orchard.
Just days before the debut of her Netflix series With Love, Meghan on March 4, the Duchess of Sussex, 43, has unveiled the rebranded name of her lifestyle brand: As Ever. Launching alongside her upcoming cooking, gardening and entertaining show, the new brand reflects her next big step.
Along with the announcement, Meghan also unveiled a fresh website for As Ever, featuring a heartwarming new photo of her 3-year-old daughter, Princess Lilibet.
"The cat’s out of the bag," Meghan says with a smile, dressed in a white button-down and jeans. "I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about."
"Last year, I had thought, 'American Riviera, that sounds like such a great name.' It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area," she continues.
"Then Netflix came on, not just as my partner in the show, but as my partner in my business. which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever," she reveals.
She goes on to describe how her new company is an extension of her former lifestyle blog, The Tig.
"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 says. "And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first."
"Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam. But there are so many more products that I I just love, and now it's time to share them with you. So I just can’t wait for you to see it. Thanks guys!" she concludes.
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In her Instagram caption accompanying the video, she further explains her new business venture.
"Some of you may have heard whispers about what I've been creating," she wrote. "In two weeks, my series on @netflix launches — but there’s something else I’ve been working on. I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into."
"‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you've followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me," she continued. "This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday."
"I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love… As ever, Meghan."
The brand name echoes The Tig, the lifestyle blog Meghan launched in 2014 while starring on Suits. She shut down the site in 2017 while dating Prince Harry, calling it “a passion project (my little engine that could)” in a heartfelt farewell letter. In many ways, As Ever reflects the idea of continuity — meaning her new company and show pick up right where The Tig left off.
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The Duchess of Sussex has been subtly hinting at her new company name by signing off her Instagram captions with "As ever, Meghan." More common in British English, the phrase is often used in writing to close friends, colleagues or longtime acquaintances. It suggests that the sender’s feelings, relationship or stance remain unchanged — giving her brand a more personal and heartfelt touch.
The brand’s new name marks a shift from its original title, American Riviera Orchard, which Meghan debuted last March, along with a website and Instagram profile. The "American Riviera" name was meant to be a nod to Santa Barbara, California, where Meghan and Harry live with their two children, Prince Archie, 5, and Princess Lilibet, 3.
The matching landing pages featured a gold monogram logo with "American Riviera Orchard" written in calligraphy, which PEOPLE understands was Meghan's own handwriting. Below the calligraphy was "Montecito," the Santa Barbara, California, enclave where Meghan and live with their children.
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A source previously told PEOPLE that the Duchess of Sussex's lifestyle brand will "reflect everything that she loves — family, cooking, entertaining and home décor."
"She is excited about her latest, personal venture," the source said. "This is something she’s been wanting to do for a while. She is excited to share her style and things that she loves."
When the Instagram account for American Riviera Orchard went live, its Instagram Stories featured a montage of Meghan arranging flowers, cooking in a kitchen and wearing a black ballgown, set to the song "I Wish You Love" by Nancy Wilson.
Trademark applications obtained by PEOPLE in March showed that the Duchess of Sussex was pursuing permission to home decor, tableware, jarred food products, cookbooks, cosmetics, yoga gear, pet accessories and more under the American Riviera Orchard name.
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American Riviera Orchard's Instagram account gained nearly 600,000 followers.
In April 2024, Meghan's friends, Tracy Robbins and Delfina Blaquier, were the first to post photos of jars of strawberry jam labeled with the American Riviera Orchard logo, seemingly sent with baskets of lemons. The jars were individually numbered "of 50," and Mindy Kaling, Chrissy Teigen and Kris Jenner later posted photos of their American Riviera Orchard-branded jam on Instagram.
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Two months later, in June, Prince Harry and Meghan's friend, polo star Nacho Figueras (who is married to Blaquier) seemingly revealed two more products from American Riviera Orchard: raspberry jam and dog treats. Figueras posted a picture on his Instagram Stories of preserves labeled "raspberry" and "2 of 2" with the brand's label, and a shot of his dog next to a glass jar reading "Dog Biscuits."
Though the container didn't feature the American Riviera Orchard logo, it looked like it was written in Meghan's calligraphy — no surprise as she previously did the handwriting professionally!
The Duchess of Sussex's rebranding of her budding lifestyle brand aligns with her upcoming lifestyle show with Netflix, which celebrates the joys of cooking and gardening, entertaining and friendship from the Archewell Productions hub she shares with Prince Harry, 40.
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On Jan. 12, three days before With Love was due to debut on Netflix on Jan. 15, Meghan announced that the premiere was pushed to March 4 due to the devastation caused by the wildfires in Los Angeles.
"Delaying the release of With Love, Meghan was likely an easy decision for her. I don’t think she could imagine putting out a show centered on joy and hosting when so many people in her home state no longer have homes to host people in," an industry insider told PEOPLE.
The Duke and Duchess of Sussex signed a multiyear deal with Netflix in 2020 after stepping back from their royal roles in the U.K. and moving to her home state of California. It was reported that their production hub, later named Archewell Productions, would exclusively produce "documentaries, docuseries, feature films, scripted shows and children's programming" for the streamer.
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