In a striking move that has royal watchers and lifestyle enthusiasts buzzing, Meghan Markle has rebranded her much-anticipated lifestyle venture, formerly known as American Riviera Orchard, to As Ever. This transformation is more than a simple name change—it’s a powerful statement of identity, continuity, and independence. With the upcoming launch of her Netflix series With Love, Meghan, the Duchess of Sussex is crafting a new narrative—one that intertwines personal passion with business acumen.
Why the Name ‘As Ever’? A Subtle Yet Strong Declaration
The phrase “As Ever” carries a deep, almost poetic meaning. It signals steadfastness, a return to what has always been true, and an unwavering commitment to authenticity. Meghan herself explained, “As Ever essentially means ‘as it’s always been,’” suggesting that this brand is not about reinvention but rather a continuation of her long-held passions.
For those who have followed her journey since The Tig, her former lifestyle blog, this rebrand feels like a full-circle moment. Before stepping into the royal spotlight, Meghan had already established herself as a woman deeply invested in food, travel, self-care, and thoughtful living. Her engagement to Prince Harry in 2017 marked the closure of The Tig, but now, with As Ever, it seems she is reclaiming the space she once had to give up. A Shift from Royal Constraints to Creative Freedom
Meghan’s departure from the royal family in 2020 was framed around seeking greater independence and personal agency. The choice to rename American Riviera Orchard appears to reflect that same sentiment. The original name, inspired by Santa Barbara’s glamorous nickname, may have felt geographically restrictive. By shifting to As Ever, Meghan opens up broader possibilities—perhaps even a global lifestyle brand that reaches beyond the California aesthetic.
There is also the lingering speculation that legal challenges may have influenced the decision. The brand American Riviera Orchard faced a trademark dispute from an established company, Royal Riviera, over potential naming conflicts. Whether this played a role in the change or not, As Ever seems to fit Meghan’s ethos better—timeless, fluid, and unbound by external constraints.
A Strategic Move Aligned with the Netflix Partnership
Unlike past royal ventures into lifestyle branding, Meghan’s approach feels fresh and modern. The rebrand comes just weeks before the launch of With Love, Meghan, a Netflix-backed series that is expected to showcase her take on cooking, home entertaining, and mindful living.
Netflix’s involvement hints at a much larger commercial ecosystem—reports suggest that the streaming giant is exploring direct-to-consumer retail experiences, where products featured in shows can be purchased by viewers. If true, As Ever could become a pioneer in media-driven e-commerce, seamlessly blending content with consumer engagement.
Beyond Just Jam—A Lifestyle Philosophy
Meghan’s initial soft launch involved gifting close friends—think Kris Jenner and Chrissy Teigen—with jars of homemade jam, sparking curiosity and speculation. While she has since joked, “Jam is my jam,” As Ever is set to be much more than preserves. Meghan has hinted at an array of home and lifestyle products, possibly including cookware, home décor, skincare, and wellness goods.
Her brand message is clear: a return to simplicity, everyday joys, and intentional living. In an age where consumers crave authenticity, Meghan is positioning As Ever as an extension of her personal values rather than just another celebrity-branded business.
The Meghan Effect: A Masterclass in Branding
Love her or not, Meghan Markle knows how to spark conversation and create cultural waves. With As Ever, she isn’t just selling products—she’s telling a story of resilience, self-expression, and evolution. The rebrand is a strategic masterstroke, aligning seamlessly with her media ventures while reaffirming her personal identity outside the shadow of royalty.
While the world awaits the formal debut, this is one thing that is sure—this is not another celebrity endorsement. This is Meghan Markle’s statement of who she has always been. As ever.
Also Read: Barbie Hsu Lived Legacy
