Meghan Markle has launched her new lifestyle brand, As Ever, marking a significant rebranding from its former name, American Riviera Orchard. After securing the new name in 2022, Meghan felt that the previous title limited the brand’s potential. The Duchess of Sussex has also announced an exciting partnership with Netflix for her forthcoming show, “With Love, Meghan,” set to premiere on March 4.
The decision to rename the brand stemmed from Meghan's desire to broaden its scope beyond the confines of its initial concept. She expressed that the original name, American Riviera Orchard, was restrictive, stating:
“It limited me to things that were just manufactured and grown in this area,”
The new name, As Ever, reflects a timeless and consistent ethos. Meghan describes it as a phrase meaning "as it’s always been" or "in the same way as always." This rebranding is more than a simple name change; it signifies a broader vision and ambition for the lifestyle brand.
“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’.”
Scheduled to debut on Netflix, "With Love, Meghan" will blend practical how-to's with candid conversations, featuring both old and new friends. The show promises to weave together Meghan's passions for food, gardening, entertaining, and thoughtful living. A trailer released in January offered a glimpse into what viewers can expect, showcasing Meghan baking, arranging flowers, and interacting with famous friends.
“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.”
Meghan's life in California has been busy since moving there with Prince Harry in 2020. Together with their children, Archie, aged five, and Lilibet, who will turn four in June, she balances her roles as a mother and entrepreneur. Her new ventures echo her past work on her blog, The Tig, where she shared insights into her lifestyle and interests.
Although no official release date has been announced for when As Ever products will be available for sale, the anticipation within her fan base is palpable. The brand is expected to offer a range of lifestyle products that resonate with Meghan's values of thoughtful living and everyday joy.
