Meghan Markle has made a significant change to her latest business venture, ditching the name American Riviera Orchard in favor of As Ever. 

The Duchess of Sussex took to Instagram to reveal the rebrand, 

which coincides with the upcoming release of her new Netflix series, With Love, Meghan, set to premiere in just two weeks.

A Fresh Start with As Ever

A new website for As Ever has been launched, featuring a touching image of Meghan walking hand-in-hand with her daughter, Princess Lilibet. 

While the reason behind the sudden name change hasn’t been officially confirmed, reports suggest that Meghan faced several challenges while attempting to trademark American Riviera Orchard, leading to her decision to pivot. 

However, she also expressed that she didn’t want to be constrained by the brand name’s ties to Santa Barbara, the nickname of which inspired the original name.

In an Instagram video, Meghan opened up about her decision, saying:

“The cat’s out of the bag. 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.”

Reflecting on her initial choice of American Riviera Orchard, she explained:

“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. 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.”

A Subtle Nod to Her Royal Exit?

Meghan’s rebrand announcement also included a reflection on her past, which some interpret as a subtle reference to her time as a royal. Before marrying Prince Harry, Meghan was known for her lifestyle blog The Tig, where she shared personal insights, recipes, and travel tips. She was required to shut down the blog upon joining the Royal Family, but now appears eager to return to a passion she once had to put on hold.

In her announcement, she stated:

“I’ve always loved cooking, crafting, and gardening. This is what I do, and I haven’t been able to share it with you in the same way for the past few years, but now I can.”

Her words have been seen as a possible dig at the restrictions she faced while part of the Royal Family, as she now reclaims her ability to share personal passions with the public.

From Homemade Jam to a Full Lifestyle Brand

Meghan’s foray into lifestyle branding initially began last year with the launch of American Riviera Orchard, which introduced artisanal fruit preserves. She sent out samples of her homemade jam to close friends, who shared their glowing reviews on Instagram, generating significant buzz around the brand.

Now, under As Ever, Meghan is expanding her product range beyond preserves. She expressed her enthusiasm for the new venture, saying:

“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 love and use in my home. It’s time to share them with you. So I can’t wait for you guys to see it. Thanks, guys.”

Along with her announcement, Meghan shared a heartfelt Instagram caption introducing the brand:

“Some of you may have heard whispers about what I’ve been creating. 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. 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.*”

The Future of As Ever

The new As Ever website, much like its predecessor, allows visitors to subscribe for updates and features the tagline: Save Your Seat at the Table. The branding includes a palm tree with two hummingbirds, adding a serene and natural touch to the identity of the business.

Since launching her personal @Meghan Instagram account earlier this year, Meghan has frequently signed off her posts with “As Ever, Meghan” or simply “As Ever, M,” subtly hinting at the name long before its official reveal.

With her new brand set to launch alongside her Netflix series, Meghan is making a clear statement: she is ready to take charge of her narrative, embracing a lifestyle that reflects her passions on her own terms. Fans eagerly await the official product lineup, which is expected to reflect Meghan’s personal taste in home and lifestyle essentials.

For now, the Duchess of Sussex is focused on stepping into this next chapter—one that, as she says, has always been a part of her.

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