Meghan Markle, the Duchess of Sussex, has recently rebranded her new business venture from American Riviera Orchard to As Ever. This change comes just weeks after she made a return to Instagram with a new account.
Last year, Meghan introduced American Riviera Orchard by showcasing homemade preserves, and now she has launched a revamped website featuring a charming photo of her 3-year-old daughter, Lilibet, playing on the lawn. In a video shared on her Instagram, Meghan explained that the name American Riviera felt restrictive, as she aims to include a broader array of goods through her new brand.
This announcement comes ahead of her upcoming Netflix lifestyle show titled “With Love, Meghan,” which is set to premiere soon. Meghan has mentioned that Netflix is collaborating with her as a business partner, which she considers a significant development.
The name As Ever was actually decided upon back in 2022. Meghan draws inspiration from her past lifestyle blog, The Tig, which she maintained during her days on “Suits.” She said As Ever reflects her lifelong passions for cooking, crafting, and gardening—interests she now has the chance to share more openly.
While Meghan previously stepped back from social media upon her engagement to Prince Harry, she recently acknowledged the challenges of social media. The original Instagram account for American Riviera Orchard popped up last spring, claiming to be her creation, featuring a logo and a waitlist for updates.
In addition to her pursuits, Meghan has filed for a trademark for the American Riviera Orchard name, which aims to cover a range of products, including textiles, cutlery, and food spreads. Although the trademark application is still being processed, she has also submitted paperwork for the As Ever brand under a different LLC.
Fans of Meghan’s fruit preserves can rest assured that her jams will still be part of her offerings. She emphasized that her passion for creating jams remains strong, and she looks forward to sharing many more of her beloved products with her audience.
