Meghan Markle's lifestyle brand gets a makeover: Introducing 'As Ever'

Meghan, the Duchess of Sussex, has taken a bold step in reshaping her entrepreneurial journey. Just weeks after re-entering the social media landscape, she has rebranded her fledgling company, previously known as American Riviera Orchard, to the newly minted 'As Ever.' This transition marks a significant shift in her vision for the brand, expanding its reach beyond locally sourced products to a broader lifestyle concept.

Meghan initially teased American Riviera Orchard last year with artisanal jars of preserves. However, on Monday, she officially introduced 'As Ever' with a sleek new website, featuring a rare and heartwarming image of her three-year-old daughter, Lilibet, playing on a manicured lawn with her mother.

Through a video on her fresh Instagram account, @Meghan, she explained that the original name, inspired by her Santa Barbara home, felt restrictive. With 'As Ever,' she aims to include a wider array of goods and services under the brand’s umbrella. Meghan revealed that she had chosen the name back in 2022, emphasizing its sentimental significance.

Fans of Meghan’s past ventures may recall her popular lifestyle blog, The Tig, which she ran during her years as an actress on Suits. She noted in her announcement that 'As Ever' reflects her long-standing love for cooking, crafting, and gardening—passions she had been unable to share in the same way over the past few years.

Her re-emergence into the lifestyle space is not just about a brand refresh; it coincides with the upcoming launch of her Netflix show, With Love, Meghan. The streaming giant has also joined as a business partner in her latest endeavor, a development she called “huge.”

Documents filed with the U.S. Patent and Trademark Office indicate that American Riviera Orchard had initially sought protection for various products, including textiles, cutlery, jams, marmalades, and tableware. While that trademark application is still pending, an extension was filed in November. Meanwhile, paperwork for 'As Ever' was submitted in September, covering similar product categories.

Notably, the new brand was registered under a separate LLC from its predecessor, indicating a fresh business approach. When contacted for additional details, the Sussexes' spokesperson, Kyle Boulia, did not provide immediate comment.

For fans eager to get a taste—literally—of Meghan’s brand, there’s good news. Despite the rebranding, she assured followers that her signature fruit preserves will remain part of the product lineup. “I think we’re all clear at this point that jam is my jam,” she quipped, hinting at an expanded catalog of home and lifestyle products.

As Meghan steps back into the spotlight as an entrepreneur, her new brand signals a fresh chapter—one that embraces both her personal passions and her ambition to build a global lifestyle empire. With Netflix backing her and a growing audience eager to engage, 'As Ever' might just be her most successful venture yet.