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Meghan Markle makes a significant shift in her lifestyle brand.
In a recent video announcement, Meghan Markle revealed that her lifestyle brand formerly known as American Riviera Orchard has a new name: As Ever.
The Duchess of Sussex, 43, shared this news with her followers on Instagram, introducing the rebranded company with a personal touch that included a brief cameo from Prince Harry, who was heard encouraging her to start recording.
“The cat’s out of the bag,” Markle expressed with enthusiasm. “I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also, my business, which I think there has been a lot of curiosity about.”
Wearing a casual outfit of jeans and a white button-up shirt, Markle took the opportunity to explain her decision to change the brand name. She noted that while she initially believed the name American Riviera was fitting—reflecting her Santa Barbara roots—it ultimately felt limiting.
“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,” she said.
Markle’s partnership with Netflix played a crucial role in her rebranding strategy. She stated, “Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. 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.”
The announcement also came with the unveiling of a new website and logo for the lifestyle brand. A heartwarming image on the site shows Markle with her and Prince Harry’s daughter, Princess Lilibet, enjoying a playful moment in a sunny field.
Markle described the meaning behind her new brand name, saying, “As Ever essentially means as it’s always been. If you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening—this is what I do.”
During the video, she also hinted at the range of products set to debut under her lifestyle brand, including fruit preserves. “I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love, and now it’s time to share them with you. So, I just can’t wait for you to see it. Thanks guys!” she concluded with excitement.
As Ever is expected to officially launch in conjunction with the release of Markle’s Netflix show, With Love, Meghan, which is scheduled for next month. This strategic timing is a calculated effort to generate buzz and align her lifestyle brand with her new television venture.
Markle has recently made a return to social media after a five-year absence, and her posts have been signed off with the phrase “As Ever, Meghan,” reflecting her new brand identity.
A royal expert also weighed in on Markle’s future, emphasizing the significant role that Netflix may play in shaping her status as an influencer. The expert highlighted that the streaming platform has the potential to either make or break her aspirations in the public eye.
The anticipated lifestyle series is set to premiere on March 4, following a delay attributed to recent Los Angeles fires. Reports indicate that Netflix is preparing to showcase products that support Markle’s brand in their merchandise stores as part of the show’s promotional strategy.
Royal commentator Hilary Fordwich remarked that the British royal family will be keen observers of Markle’s journey. She said the Duke and Duchess of Sussex were originally positioned to change lives for the better and influence world leaders. However, the current trajectory appears to involve marketing items such as jam, which Fordwich described as a “comeback” for the couple.
“It’s reduced to flogging jam,” stated Fordwich. “Quite a comedown… with Netflix making a last-ditch attempt.”
This report incorporates contributions from Fox News Digital’s Stephanie Nolasco.
