By rikififi90 
Meghan Markle, the Duchess of Sussex, has officially rebranded her lifestyle brand, now named As Ever, marking a shift from its previous identity, American Riviera Orchard. This announcement comes as she prepares for the launch of her upcoming Netflix series, With Love, Meghan, which will showcase a mix of cooking, lifestyle tips, and personal inspirations. The new branding aims to reflect continuity with Meghan’s earlier ventures in the lifestyle industry, including her pre-royal blog, The Tig.
The revelation was made through a social media post featuring Meghan in a close-up video, where she emphasized that As Ever represents the idea of things remaining unchanged in essence. The brand will now expand beyond California-grown products to include a broader range of offerings that align with Meghan’s passion for food, gardening, entertaining, and wellness. Notably, the project has a strategic collaboration with Netflix, which is set to integrate the brand into its merchandising outlets.
Prince Harry, who recently attended the Invictus Games in Canada, was briefly heard in the background of Meghan’s video post. Meanwhile, the rebranding raises questions about how the duchess plans to position As Ever in an already competitive market. Industry observers speculate whether the new brand will compete with high-profile preserves such as Buckingham Palace’s Strawberry Preserve (£7) and Highgrove Organic Preserve (£6.95).
The transition from American Riviera Orchard to As Ever
American Riviera Orchard was initially launched in April 2024, featuring a limited-edition strawberry jam, which was promoted subtly by celebrities who received the product as part of a marketing teaser. The original name referenced the coastal region of California where Meghan and Prince Harry reside. However, the branding faced challenges in scalability, as it primarily focused on locally sourced goods. Meghan later admitted that the name constrained her ability to expand into a more diverse product range.
Now, with As Ever, Meghan aims to create a brand that encompasses a broader spectrum of lifestyle elements. Unlike its predecessor, which was rooted in the idea of exclusivity and mystery, the new brand appears to embrace accessibility and a personal touch that aligns with her past endeavors.
What Meghan’s lifestyle brand will offer
The As Ever brand is expected to feature a curated selection of products that align with Meghan’s personal interests. While official details have yet to be fully disclosed, hints from her previous ventures suggest that the range could include:
- Artisan preserves and condiments – Building upon the strawberry jam concept, the brand may expand into organic and specialty food products.
- Home and entertaining essentials – Meghan has long expressed an interest in interior design and hosting, which may translate into a collection of tableware, candles, or linens.
- Gardening and wellness products – Given her love for nature, the brand may introduce items such as herbal teas, botanical infusions, or home gardening kits.
- Cookbooks and lifestyle guides – With her Netflix show set to feature cooking and entertaining tips, a branded book could complement the series.
- Collaborations with artisans – There may be exclusive partnerships with small businesses to promote handcrafted goods.
The As Ever brand seeks to blend Meghan’s signature aesthetic with practical lifestyle elements, targeting an audience that values mindful living and personal well-being.
Netflix partnership and merchandising expansion
One of the most significant aspects of this rebranding is Meghan’s collaboration with Netflix. The streaming giant is not only producing her series but is also expected to integrate As Ever into its growing retail presence. Reports indicate that Netflix plans to open physical stores featuring merchandise tied to its most popular productions, which could provide a strategic platform for Meghan’s products.
The show With Love, Meghan was originally scheduled to launch earlier but faced delays due to the wildfires in California. Now set to premiere on March 4, the series is expected to showcase Meghan’s take on home entertaining, with guest appearances from celebrity friends.
Five years since stepping back from royal duties
This announcement comes as Meghan and Prince Harry mark five years since stepping down as senior working royals. Since relocating to the United States, the couple has pursued independent business ventures, including a lucrative deal with Netflix and the launch of Prince Harry’s memoir, Spare.
Meghan’s entrepreneurial journey has not been without controversy. Public opinion remains divided, with some praising her initiative and creativity, while others criticize her ventures as commercially driven. Nevertheless, the duchess appears committed to shaping a brand that reflects her values and personal vision.
Key moments in Meghan’s business ventures
- 2014 – Launches The Tig, a lifestyle blog covering travel, fashion, and wellness.
- 2017 – Shuts down The Tig before her engagement to Prince Harry.
- 2020 – Steps down as a senior royal and moves to California.
- 2021 – Signs multi-million dollar deal with Netflix and Spotify.
- 2024 – Launches American Riviera Orchard with exclusive jam releases.
- 2025 – Rebrands to As Ever and announces a lifestyle show with Netflix.
Public reactions and market expectations
As with many of Meghan’s endeavors, reactions to the new brand have been mixed. Supporters view As Ever as a testament to her entrepreneurial spirit, while critics dismiss it as another celebrity-backed venture lacking authenticity. However, the success of the brand will largely depend on how well it resonates with consumers and whether it differentiates itself in a highly competitive market.
Given the involvement of Netflix, As Ever has the potential to reach a vast global audience. If executed well, the brand could carve out a niche in the lifestyle industry, appealing to those who admire Meghan’s approach to refined yet accessible living.
Interesting facts about Meghan’s lifestyle ventures
- Meghan’s original blog, The Tig, was named after Tignanello, a type of Italian wine she enjoys.
- The first products from American Riviera Orchard were delivered exclusively to select celebrities.
- Meghan has previously expressed admiration for lifestyle entrepreneurs such as Martha Stewart and Gwyneth Paltrow.
- The rebranding to As Ever aims to reflect continuity and a personal touch.
- Her Netflix series is expected to include special guest appearances from well-known personalities.
What’s next for Meghan’s lifestyle brand?
With the rebranding now public, Meghan is set to unveil more details about the As Ever product line in the coming months. The true test will be how well the brand performs in an already crowded market of celebrity-led lifestyle businesses.
As Meghan continues to build her independent brand, all eyes will be on As Ever to see if it can establish itself as a lasting presence or if it will follow the fate of its predecessor.
Meghan Markle, the Duchess of Sussex, has officially rebranded her lifestyle brand, now named As Ever, marking a shift from its previous identity, American Riviera Orchard. This announcement comes as she prepares for the launch of her upcoming Netflix series, With Love, Meghan, which will showcase a mix of cooking, lifestyle tips, and personal inspirations. The new branding aims to reflect continuity with Meghan’s earlier ventures in the lifestyle industry, including her pre-royal blog, The Tig.
The revelation was made through a social media post featuring Meghan in a close-up video, where she emphasized that As Ever represents the idea of things remaining unchanged in essence. The brand will now expand beyond California-grown products to include a broader range of offerings that align with Meghan’s passion for food, gardening, entertaining, and wellness. Notably, the project has a strategic collaboration with Netflix, which is set to integrate the brand into its merchandising outlets.
Prince Harry, who recently attended the Invictus Games in Canada, was briefly heard in the background of Meghan’s video post. Meanwhile, the rebranding raises questions about how the duchess plans to position As Ever in an already competitive market. Industry observers speculate whether the new brand will compete with high-profile preserves such as Buckingham Palace’s Strawberry Preserve (£7) and Highgrove Organic Preserve (£6.95).
The transition from American Riviera Orchard to As Ever
American Riviera Orchard was initially launched in April 2024, featuring a limited-edition strawberry jam, which was promoted subtly by celebrities who received the product as part of a marketing teaser. The original name referenced the coastal region of California where Meghan and Prince Harry reside. However, the branding faced challenges in scalability, as it primarily focused on locally sourced goods. Meghan later admitted that the name constrained her ability to expand into a more diverse product range.
Now, with As Ever, Meghan aims to create a brand that encompasses a broader spectrum of lifestyle elements. Unlike its predecessor, which was rooted in the idea of exclusivity and mystery, the new brand appears to embrace accessibility and a personal touch that aligns with her past endeavors.
What Meghan’s lifestyle brand will offer
The As Ever brand is expected to feature a curated selection of products that align with Meghan’s personal interests. While official details have yet to be fully disclosed, hints from her previous ventures suggest that the range could include:
- Artisan preserves and condiments – Building upon the strawberry jam concept, the brand may expand into organic and specialty food products.
- Home and entertaining essentials – Meghan has long expressed an interest in interior design and hosting, which may translate into a collection of tableware, candles, or linens.
- Gardening and wellness products – Given her love for nature, the brand may introduce items such as herbal teas, botanical infusions, or home gardening kits.
- Cookbooks and lifestyle guides – With her Netflix show set to feature cooking and entertaining tips, a branded book could complement the series.
- Collaborations with artisans – There may be exclusive partnerships with small businesses to promote handcrafted goods.
The As Ever brand seeks to blend Meghan’s signature aesthetic with practical lifestyle elements, targeting an audience that values mindful living and personal well-being.
Netflix partnership and merchandising expansion
One of the most significant aspects of this rebranding is Meghan’s collaboration with Netflix. The streaming giant is not only producing her series but is also expected to integrate As Ever into its growing retail presence. Reports indicate that Netflix plans to open physical stores featuring merchandise tied to its most popular productions, which could provide a strategic platform for Meghan’s products.
The show With Love, Meghan was originally scheduled to launch earlier but faced delays due to the wildfires in California. Now set to premiere on March 4, the series is expected to showcase Meghan’s take on home entertaining, with guest appearances from celebrity friends.
Five years since stepping back from royal duties
This announcement comes as Meghan and Prince Harry mark five years since stepping down as senior working royals. Since relocating to the United States, the couple has pursued independent business ventures, including a lucrative deal with Netflix and the launch of Prince Harry’s memoir, Spare.
Meghan’s entrepreneurial journey has not been without controversy. Public opinion remains divided, with some praising her initiative and creativity, while others criticize her ventures as commercially driven. Nevertheless, the duchess appears committed to shaping a brand that reflects her values and personal vision.
Key moments in Meghan’s business ventures
- 2014 – Launches The Tig, a lifestyle blog covering travel, fashion, and wellness.
- 2017 – Shuts down The Tig before her engagement to Prince Harry.
- 2020 – Steps down as a senior royal and moves to California.
- 2021 – Signs multi-million dollar deal with Netflix and Spotify.
- 2024 – Launches American Riviera Orchard with exclusive jam releases.
- 2025 – Rebrands to As Ever and announces a lifestyle show with Netflix.
Public reactions and market expectations
As with many of Meghan’s endeavors, reactions to the new brand have been mixed. Supporters view As Ever as a testament to her entrepreneurial spirit, while critics dismiss it as another celebrity-backed venture lacking authenticity. However, the success of the brand will largely depend on how well it resonates with consumers and whether it differentiates itself in a highly competitive market.
Given the involvement of Netflix, As Ever has the potential to reach a vast global audience. If executed well, the brand could carve out a niche in the lifestyle industry, appealing to those who admire Meghan’s approach to refined yet accessible living.
Interesting facts about Meghan’s lifestyle ventures
- Meghan’s original blog, The Tig, was named after Tignanello, a type of Italian wine she enjoys.
- The first products from American Riviera Orchard were delivered exclusively to select celebrities.
- Meghan has previously expressed admiration for lifestyle entrepreneurs such as Martha Stewart and Gwyneth Paltrow.
- The rebranding to As Ever aims to reflect continuity and a personal touch.
- Her Netflix series is expected to include special guest appearances from well-known personalities.
What’s next for Meghan’s lifestyle brand?
With the rebranding now public, Meghan is set to unveil more details about the As Ever product line in the coming months. The true test will be how well the brand performs in an already crowded market of celebrity-led lifestyle businesses.
As Meghan continues to build her independent brand, all eyes will be on As Ever to see if it can establish itself as a lasting presence or if it will follow the fate of its predecessor.
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