Meghan Markle is renaming her lifestyle brand from American Riviera Orchard to As Ever.
Markle, 43, announced the news via Instagram on Monday, February 17, posting a video recorded by her husband, Prince Harry, in an outdoor garden.
“The cat’s out of the bag,” said Markle, sporting jeans and a breezy white button-down. “I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about.”
The Duchess of Sussex, whose Netflix series With Love, Meghan debuts March 4, explained: “Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.”
Markle said she decided to change the name when “Netflix came on, not just as my partner in the show, but as my partner in my business. which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.”
Explaining its significance, she continued, “As Ever essentially means ‘as it’s always been,’ and if you’ve followed me since 2014 with The Tig [her former lifestyle blog], 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, so as things are starting to trickle out there, I wanted you to hear it from me first.”
Last year, Markle debuted the first product — strawberry jam — from the company formerly known as American Riviera Orchard.
“Of course, there will be fruit preserves,” Markle told her followers on Monday. “I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks guys!”
Markle also wrote a caption for her video post, stating: “I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into. … 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. I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating.”
Markle’s announcement coincided with the debut of the new As Ever website, which features an image of Markle and her 3-year-old daughter, Princess Lilibet, walking in an idyllic coastal setting.
