Latest News: Meghan Markle revamps her lifestyle brand, American Riviera Orchard, with a new name….Read More

On Monday, the Duchess of Sussex announced her brand’s new name ahead of her Netflix reality show premiere

Meghan Markle is rebranding.

On Monday, Markle, Duchess of Sussex, announced that the lifestyle brand she launched in 2024, American Riviera Orchard, is getting a new name — “As Ever.”

“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 in an Instagram clip sharing the news.

Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,” Markle continued, “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.”

Markle said the brand’s new title means “as it’s always been.” She also told viewers she plans to continue sharing her passion of fruit preserves and jams as well as introduce products she loves using in her home.

“If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. 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,” she wrote on Instagram.

Markle did not reveal when As Ever is scheduled to launch but noted she will continue sharing “behind the scenes tidbits” in preparation for the brand’s debu