Meghan Markle, the Duchess of Sussex, has officially rebranded her lifestyle brand, changing its name from "American Riviera Orchard" to "As Ever." The move follows trademark challenges that forced a revision of the original brand name.
The new venture, which reflects Meghan’s passions for cooking, wellness, and home living, has already gained significant attention with a beautifully curated website launch and social media debut.
What is "As Ever" About?
"As Ever" is a lifestyle brand that will feature a range of products, including:
Home goods – Elegant decor and kitchen essentials.
Preserves and artisanal foods – Handmade jams, organic spreads, and pantry staples.
Skincare and wellness – Self-care items inspired by natural beauty.
The brand's logo features palm trees and hummingbirds, reflecting the California lifestyle and personal symbolism meaningful to Meghan and Harry.
The Inspiration Behind "As Ever"
Meghan’s love for food, wellness, and elegant simplicity has been at the core of her personal brand for years.
Remember "The Tig"? Before marrying Prince Harry, Meghan ran a successful lifestyle blog, The Tig, where she shared insights on travel, fashion, and food. As Ever is seen as a modern continuation of that vision, bringing her back into the lifestyle and business space.
“This is Meghan’s way of sharing the things she loves with the world,” said a close source.
A Special Connection to Princess Lilibet
Meghan’s daughter, Princess Lilibet, made a rare appearance in a photo on the "As Ever" website, further emphasizing the personal and family-driven nature of the brand.
The black-and-white image shows Meghan with Lilibet in her arms, symbolizing a mother-daughter connection and the importance of family in the new brand’s identity.
A Netflix Series to Complement the Brand?
In addition to the brand launch, Meghan is set to debut a Netflix series, "With Love, Meghan," on March 4, 2025.
The show will feature:
Meghan’s expertise in cooking, entertaining, and home decor.
Behind-the-scenes moments from "As Ever."
Personal insights from Meghan about family and lifestyle.
This Netflix collaboration is expected to boost the brand’s reach, giving fans a closer look at Meghan’s inspirations and creative process.
Why "As Ever" is Making Headlines
Meghan’s return to the lifestyle industry – A revival of the elegant, wellness-focused brand she built before royal life.
A fresh business move – Distancing from past royal controversies, she’s now focusing on entrepreneurship and personal projects.
A shift in Meghan and Harry’s public image – Moving toward branding themselves beyond the royal narrative.