Meghan Markle Rebrands Her Lifestyle Business, Changing 'American Riviera Orchard' to 'As Ever'

Meghan Markle Rebrands Her Lifestyle Business, Changing 'American Riviera Orchard' to 'As Ever'

Meghan Markle has relaunched her lifestyle brand, which was previously known as 'American Riviera Orchard.' In a post on Instagram, the Duchess of Sussex revealed the new name, 'As Ever,' and introduced a revamped website featuring a rare photo of her daughter, Lilibet.

“I’m surprised we’ve kept this a secret for so long,” Markle said in a video shared on social media. “In two weeks, my show will be launching, which I’m incredibly excited about, and so is my business, which I know many people have been curious about.”

Reflecting on the name change, Meghan explained, “Last year, I thought ‘American Riviera’ sounded great. It’s a nickname for Santa Barbara, my neighborhood, but it felt restrictive, limiting me to things that were solely produced here. Then Netflix came on board, not only as my partner for the show but also for my business, which was huge. I’ve been waiting for the right moment to share this new name that I secured in 2022. And now, the moment has arrived — ‘As Ever.’”

Markle went on to explain that her rebranded 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, you know I’ve always loved cooking, crafting, and gardening," she said. "This is what I do, and now I’m excited to share it with you in ways I haven’t been able to in the past few years.”

She teased the products to come, saying, “Of course, there will be fruit preserves — because, as we know, jam is my jam. But there are so many other products I love, and now it’s time to share them with you. I can’t wait for you to see what we’ve been working on.”

In the caption, Meghan shared more about her business venture: "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 I’ve created and poured my heart into."

She explained that the phrase "As Ever" reflects the essence of her brand, saying, “‘As ever’ means ‘as it’s always been’ or ‘in the same way as always.' If you’ve been following me since my days with The Tig, you’ll know that this couldn't be truer for me. This new chapter combines everything I love—food, gardening, entertaining, thoughtful living, and finding joy in the everyday."

Markle concluded, “I’ll keep sharing behind-the-scenes moments as we prepare to launch, and I can't wait for you to experience everything we've been creating. Sending lots of love... As ever, Meghan.”

This announcement comes just weeks before the debut of With Love, Meghan, her Netflix lifestyle series.

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