Breaking News: Meghan renames lifestyle brand ‘American Riviera Orchard’ to ‘As Ever…..Read More

Meghan Markle, the Duchess of Sussex, has unveiled a new name for her lifestyle brand, formerly known as American Riviera Orchard.

The rebranded name, As Ever, was revealed on Tuesday (February 18) through an Instagram video featuring Markle.

This announcement comes just days before the launch of her highly anticipated Netflix series With Love, Meghan, which will now premiere on March 4.

As Ever is an extension of Markle’s passions
In the Instagram video, Markle shared her excitement about As Ever.

She said the phrase “as ever” means continuity or consistency, which she believes perfectly describes her journey since founding The Tig, a lifestyle blog she launched in 2014 and discontinued in 2017.

“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 every day,” she said.

As Ever’ reflects continuity from ‘The Tig’
The new brand name, As Ever, is a departure from its original title, American Riviera Orchard.

The initial name was a tribute to Santa Barbara, California where Markle and her husband Prince Harry live with their two children.

A source told PEOPLE that As Ever will be everything that Markle loves, from family, cooking, entertaining, and home decor.

American Riviera Orchard’s Instagram account has previously teased possible products like raspberry jam and dog treats

Markle hinted at lifestyle brand name change before big reveal
Markle has been subtly hinting at the brand name change on Instagram.

She first introduced the phrase “As Ever” in a January 2 Instagram post, where she promoted her upcoming Netflix lifestyle show.

The Duchess used the sign-off “As Ever” in three subsequent Instagram posts.

These included her announcement about the passing of her beloved dog Guy, a heartwarming gesture where she surprised a teen who lost her home in LA wildfires, and a Valentine’s Day tribute to her husband.

Markle’s Netflix show and brand launch coincide
The rebranding of Markle’s lifestyle brand comes ahead of her upcoming lifestyle show on Netflix.

The show was originally scheduled to premiere on January 15 but has now been pushed to March 4 owing to the devastating wildfires in Los Angeles.

The series is a celebration of cooking, gardening, entertaining, and friendship. It will be produced from the Archewell Productions hub that she shares with Harry.