Meghan Markle Renames Mysterious Lifestyle Brand Ahead of New Netflix Show

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Just ahead of debuting her Netflix series, Meghan Markle has officially rebranded American Riviera Orchard, the controversial moniker of the lifestyle brand she quietly launched last year but never really followed through with.

The Duchess of Sussex announced in an Instagram video early on February 18 that she will now be operating as As Ever, whose website is also now officially live.

“‘As Ever’ essentially means as it’s always been,” said the former Suits star. “And if you’ve followed me since 2014 with [former blog] The Tig, you know I’ve always loved cooking and crafting and gardening. This is what I do and I haven’t been able to share it with you in the same way for the past few years. But now I can.”

Meghan assured customers-to-be there will be fruit preserves as well as “so many more products I just loved and use in my home, but now it’s time to share with you.”

Meghan acknowledged that “a lot of curiosity” had surrounded her brand since she debuted the logo on Instagram last March.

The original name, she shared, is a nod to her neighborhood and a nickname for Santa Barbara, “But it limited me to things that were just manufactured and grown in this area.”

Now that she’s partnering with Netflix, where her lifestyle show With Love, Meghan will debut March 4, Meghan “thought about it” and pivoted to “As Ever,” a name she says she secured back in 2022.

The home page of the As Ever site includes a rare snap of Meghan and daughter Princess Lilibet, 3, running on perfectly groomed grass, in front of towering palm trees against the backdrop of the seaside.

Meghan initially shared the starry trailer for With Love, Meghan on the heels of her return to personal social media in January and though the series was supposed to premiere in early January, it was put on hold amid the devastating Los Angeles wildfires.

—Jami Ganz, New York Daily News (TNS)

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