Meghan Markle, Duchess of Sussex, has announced a major rebrand of her lifestyle venture, replacing the original “American Riviera Orchard” with the new name “As Ever.” The change was revealed in a candid Instagram video featuring Prince Harry and comes ahead of the premiere of her highly anticipated Netflix series, With Love, Meghan.
Why the Change?
Markle initially launched American Riviera Orchard in March 2023, inspired by her Montecito home. However, she admitted that the name felt restrictive, limiting her brand to products made and grown in Santa Barbara. In her latest post, she explained:
“I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment. It’s called As Ever—which essentially means ‘as it’s always been’.”
The rebrand also aligns with a broader partnership with Netflix, which will not only stream her lifestyle series but now also collaborate on her brand.
Rare Photo of Princess Lilibet Featured in Rebrand
Alongside the announcement, Meghan shared a new promotional image on her website, showing her walking barefoot through a sunny field with Princess Lilibet. Though her daughter’s face remains obscured, her signature red hair is visible as she walks hand-in-hand with her mother.
This marks a rare public glimpse of Lilibet, as Meghan and Harry have remained highly protective of their children’s privacy.
“Not the Smoothest Brand Rollout”
Despite the excitement surrounding As Ever, royal commentators note that the brand’s journey has faced setbacks.
PR packages featuring Markle’s homemade jam were sent to select celebrities last year, but no official product line ever launched. Additionally, trademark filings hinted at potential offerings such as cookbooks, kitchenware, and fruit preserves, but details remained unclear.
“Of course, there will be fruit preserves—I think we’re all clear at this point that jam is my jam,” Meghan quipped in her video.
Royal correspondent Juliet Rieden told ABC News that the rebrand was not entirely voluntary:
“She says she changed her original idea for the name because it ‘limited’ her, but in fact, she faced copyright issues forcing a rethink.”
Netflix Series to Showcase Meghan’s Lifestyle
The duchess’s With Love, Meghan series, set to premiere in March, promises an intimate look at her passions, from cooking to gardening. The show was initially delayed due to the devastating Los Angeles wildfires but is now back on track.
The series will feature high-profile guests, including actress Mindy Kaling, and aims to position Meghan as a modern-day Martha Stewart.
“She knows what she wants to say and how she wants to present herself,” Rieden explained. “If you love Meghan, you’ll love to see her here, teasing glimpses of her seemingly halcyon life as a ‘mom who cooks and crafts’.”
Key Moment for the Sussex Brand
With public interest shifting away from royal controversies, experts say this latest project is critical for Meghan and Harry to establish themselves outside of their royal connections.
“If they want to be taken seriously and be successful, it is time for the couple to move away from selling stories about life with the royal family and forge a new path,” Rieden said.
As Meghan steps into the lifestyle and branding space, time will tell whether As Ever resonates with audiences—or if the duchess’s vision is too polished for everyday consumers.
