Meghan Markle, the Duchess of Sussex, has decided to rename her lifestyle brand ‘American Riviera Orchard’ to ‘As Ever’. The change comes less than a year after the initial launch of the brand, showing a shift in focus for the royal. With just days to go before the premiere of her Netflix series With Love, Meghan, the rebranded brand sets the tone for her upcoming cooking, gardening, and entertaining show. The Duchess, aged 43, announced the new name through an Instagram video on February 17, where she expressed her excitement for the new chapter. In the video, her husband, Prince Harry, made a brief appearance, adding a personal touch to the announcement.
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The name ‘As Ever’ holds sentimental value for Meghan, symbolizing continuity and a reflection of her previous venture, The Tig, which she started in 2014. Signing off her Instagram captions with “As ever, Meghan,” she has been hinting at the new brand for a while. The phrase signifies unchanged feelings or relationships, adding a personal touch to her interactions. This rebranding marks a departure from the original name, American Riviera Orchard, which was introduced last March with a dedicated website and Instagram profile. The name was a tribute to Santa Barbara, California, the city where Meghan and Harry reside with their two children, Archie and Lilibet.
Meghan’s close friends and acquaintances have been supportive of her lifestyle brand journey. The Duchess received positive feedback from a source who mentioned that the brand would reflect her passions for family, cooking, entertaining, and home decor. The rebranding aligns with her forthcoming lifestyle show on Netflix, showcasing her love for cooking, gardening, and friendship. The show aims to spread joy and highlight the essence of hospitality from Archewell Productions, the production company shared by Meghan and Prince Harry. The couple signed a deal with Netflix in 2020 after stepping back from their royal duties in the UK and settling in California.
In April 2024, Meghan’s friends, including Tracy Robbins and Chrissy Teigen, received jars of jam from American Riviera Orchard, gaining significant attention on social media. The thoughtful gesture was embraced by the recipients, including Kris Jenner, who shared photos of the branded products. The Duchess’s attention to detail was evident in the branding, with a gold monogram logo featuring her calligraphy and the ‘American Riviera Orchard’ title. The brand aimed to offer a range of products, from jarred food items to pet accessories, showcasing Meghan’s diverse interests.
The decision to delay the premiere of With Love, Meghan, from January to March 2025, highlighted the Duchess’s sensitivity to the wildfires in Los Angeles. Recognizing the devastation caused by the fires, she postponed the show to ensure it aligned with the current situation. This decision resonated with many in the industry, emphasizing Meghan’s compassionate nature and her commitment to meaningful storytelling. As the anticipation builds for the launch of ‘As Ever’ and With Love, Meghan, fans eagerly await the next chapter in the Duchess’s entrepreneurial journey.
In conclusion, Meghan Markle’s rebranding of her lifestyle brand speaks volumes about her evolution and dedication to creating meaningful content. The shift from ‘American Riviera Orchard’ to ‘As Ever’ reflects her personal growth and passion for storytelling. With her upcoming show and brand launch, Meghan continues to inspire and connect with her audience on a deeper level. The Duchess’s commitment to authenticity and heartfelt communication shines through in every aspect of her entrepreneurial endeavours.