Meghan Markle has made headlines once again, this time for her decision to rebrand her lifestyle business. The former actress and Duchess of Sussex recently shared insights into her transition from the original name, American Riviera Orchard, to her new brand, As Ever. During a podcast, she explained that the original name felt like a confusing “word salad.”
In a conversation on the “Confessions of a Female Founder” podcast, Markle stated that she secured the name As Ever back in 2022, two years prior to publicly launching her initial brand. Reflecting on her journey, she acknowledged the challenges posed by the previous name, which she believed was limiting in scope. “I didn’t love that so much,” she admitted during the podcast, expressing her desire for a name that resonated better with her vision.
The rebranding coincided with a critical phase in Markle’s business development, as she began collaborating with significant partners, including Netflix. She mentioned that her initial idea of using American Riviera as a broader umbrella term didn’t pan out as expected. “It just became this word salad,” she reflected, highlighting the struggle many creators face when trying to encapsulate their vision in a single name.
Markle later indicated that moving to the As Ever brand allowed her to reconnect with the aspects of her business she truly valued. She mentioned in February that this change came at a time when she and her team could concentrate and work quietly—something she found beneficial. “It was really just helpful to have that quiet period,” she expressed, emphasizing the advantage of focusing without external distractions.
Interestingly, while discussing her journey, Markle avoided mentioning any trademark issues she faced under her original brand name. In 2023, she filed applications for trademarks that were ultimately rejected, a setback that did not deter her enthusiasm for building her new brand. During a conversation with People magazine, she alluded to the missteps encountered along the way. “Even with the name … I was figuring it out in real time,” she reflected, displaying a commendable willingness to learn from her experiences.
She expressed gratitude towards those who supported her during this learning phase, acknowledging that making mistakes is part of the entrepreneurial process. Markle recognized that her original name, which she initially thought was reflective of her Montecito neighborhood and its charm, actually restricted her business potential. The rebranding to As Ever now paves the way for broader opportunities, enabling her to thrive beyond geographical limitations.
Looking ahead, Markle’s new brand launch coincides with her upcoming Netflix show, “With Love, Meghan,” which has already been renewed for a second season. Additionally, she recently launched her new podcast, “Confessions of a Female Founder,” nearly three years after her first podcast venture did not meet listener expectations.
It seems this latest chapter at As Ever could signify a new beginning for Markle as she seeks to define her identity beyond royal associations. With a focus on learning, growth, and a clearer brand vision, she appears poised to forge a path that resonates both personally and professionally. As she adapts to the challenges of brand building, Markle is embracing the opportunities ahead, demonstrating resilience in her journey.
Through this rebranding effort, Markle aims to reconnect with her audience authentically, navigating the ups and downs of entrepreneurship with grace. In a time where personal branding is crucial, her evolution from a royal persona to a businesswoman reflects the complexities many face while finding their footing in the public eye. The transformation illustrates a determination to succeed on her terms, showcasing her aspiration to carve out a lasting legacy both in business and beyond.
