The Duchess of Sussex has shifted focus with the announcement of her rebranded lifestyle brand.
The Duchess of Sussex has announced a rebranding of her lifestyle brand, previously known as American Riviera Orchard, to a new name: As Ever. This unveiling comes just days before the premiere of her Netflix series, With Love, set to debut on March 4.
Meghan takes a significant step forward with this brand launch, coinciding the hard launch with her upcoming Netflix show focusing on cooking, gardening, and entertaining.
In conjunction with the announcement, Meghan introduced a new website for As Ever, showcasing an endearing aerial photograph of her and three-year-old daughter, Princess Lilibet walking hand-in-hand across their rolling, lush backyard.
On February 18, the Nigerian princess shared the news via an outdoor Instagram video that included a brief appearance by her husband, Prince Harry, who sweetly prompts her that they're recording.
"The cat’s out of the bag," Meghan said with a smile while dressed in her signature white button-down and jeans. She expressed her surprise at having kept this secret for so long and shared her excitement about both her show and her business venture.
Reflecting on the previous name, she noted that while "American Riviera" was a fitting homage to Santa Barbara—her neighborhood—it confined her to products solely associated with that region, and the new name gave her more reach.
Meghan explained that Netflix not only partnered with her for the show but also for the business endeavor. She had been waiting for the right moment to reveal the name she secured in 2022.
As Ever signifies continuity and reflects her passion for cooking, crafting, and gardening—interests she has nurtured since launching her former lifestyle blog, The Tig in 2014.
"Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam," she remarked enthusiastically. However, she hinted at a broader range of products that she loves and is eager to share.
In her Instagram caption accompanying the announcement video, Meghan elaborated on her new venture. "Some of you may have heard whispers about what I've been creating," she wrote.
The phrase "As ever" conveys a sense of permanence and familiarity, resonating deeply with followers who have been with her since The Tig's inception in 2014.
The rebranding from American Riviera Orchard marks a notable shift for Meghan. Initially launched in March 2024 with its own website and Instagram profile, the original brand aimed to celebrate local products from Santa Barbara.
The previous branding featured a gold monogram logo in Meghan's calligraphy alongside the name "American Riviera Orchard."
Trademark applications revealed plans for various product lines under this brand name, including home decor and food items. In early April 2024, friends of Meghan showcased jars of strawberry jam branded with American Riviera Orchard labels on social media.
The rebranding aligns closely with Meghan's upcoming Netflix lifestyle series, which aims to explore themes of joy in cooking and entertaining. Originally slated for release on January 15 but postponed to premiere on March 4 to focus on efforts to assist the SoCal wildfires situation.
Meghan's transition into this new chapter of autonomy and freedom reflects both personal growth and professional ambition as she seeks to blend her passions into a cohesive lifestyle brand.
'As Ever' not only honors Meghan's roots and rich past but also paves the way for future endeavors in her eagerly awaited lifestyle domain takeover.
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