Meghan Markle Relaunches Lifestyle Brand ‘American Riviera Orchard’ to ‘As Ever’ With More Products, Explains New Name’s Meaning
Meghan Markle is reintroducing her lifestyle brand with a new moniker and fresh website. The Duchess of Sussex took to Instagram on Tuesday to announce her As Ever brand, a reconfiguration of her initial American Riviera Orchard label.
In the video post, which Markle shared to her official Instagram account, the former “Suits” star relaxes in Montecito wearing a heart-shaped necklace by The Gold Album, of which 15 percent of the proceeds benefit the Children’s Hospital Los Angeles. “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,” the Duchess of Sussex said in the video.
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“Then Netflix came on, not just as my partner in the show, but as my partner in my business which was huge,” Markle continued, referencing her forthcoming Netflix series “With Love, Meghan,” debuting March 4. “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.”
“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always,'” the caption to the video post said in part. “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.”
Some elements of Markle’s American Riviera Orchard will carry over to As Ever. “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 just love, and now it’s time to share them with you. So I just can’t wait for you to see it,” she said.
Markle announced her American Riviera Orchard brand in March 2024. While the brand did preview a few products, including the jams Markle made reference to in her Instagram post, American Riviera Orchard ran into trademark issues in August 2024 — the U.S. Patent and Trademark Office denied Markle’s bid to use the name in a filing dated to Aug. 31, 2024.
“With Love, Meghan” debuted its first trailer on Jan. 2. The show is part of Markle’s partnership with Netflix. Since taking a step back as senior members of the British royal family in early 2020, the Duke and Duchess of Sussex have tried various ventures in streaming, podcasting and more.
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