Meghan Markle’s Lifestyle Brand Rebranded as As Ever
Meghan Markle, the Duchess of Sussex, has recently rebranded her lifestyle brand from American Riviera Orchard to As Ever. This change was not sudden but rather a culmination of years in the making. The decision to change the name was to reflect the wide range of products that will be offered and to signify something geographically broader and more expansive than the previous name, according to sources.
The original name, American Riviera Orchard, was a nod to Meghan and Prince Harry’s residence in California, known as the “American Riviera.” The shift to As Ever signifies a more expansive vision for the brand, indicating a personal connection for Meghan.
The phrase “As Ever” holds sentimental value for Meghan, as it has been a part of her life for years, often used to convey a sense of continuity and tradition. This personal touch adds depth and meaning to the new brand name.
The rebranding process was not done hastily; Meghan registered the company name years ago before making the official change earlier this week. The brand is set to launch in the spring of 2025, with Meghan announcing the name change via Instagram on February 17.
In a video shared on her Instagram account, Meghan explained the rationale behind the name change. She expressed that the original name, American Riviera, felt limiting as it tied her to products solely from her local area. The new name, As Ever, opens up possibilities for a more diverse range of offerings.
The decision to rename the brand was solidified when Netflix became a partner, not just in her show but also in her business ventures. This partnership marked a significant moment for Meghan, prompting her to reveal the new name that had been secured in 2022.
“As Ever essentially means ‘as it’s always been,’ and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking, crafting, and gardening. This is what I do,” Meghan shared in the video. The name change reflects her passion for lifestyle and creative endeavors.
Before the official announcement, Meghan hinted at the name change through subtle clues on her Instagram. By using the term “as ever” in her posts, she teased the upcoming rebranding, building anticipation among her followers.
Overall, the rebranding of Meghan Markle’s lifestyle brand to As Ever signifies a new chapter in her entrepreneurial journey. The name change reflects her personal connection to the phrase and her vision for a brand that embraces tradition while exploring new possibilities. With the upcoming launch in 2025, Meghan’s brand is poised for growth and innovation in the world of lifestyle and wellness.