Meghan Markle has officially changed the name of her lifestyle brand from “American Riviera Orchard” to “As Ever.” She made the announcement on February 17 through a fun Instagram video recorded by her husband, Prince Harry, while enjoying a sunny garden setting.
In the video, Markle excitedly shared, “The cat’s out of the bag! I can’t believe we’ve kept this a secret for so long.” She hinted at her upcoming Netflix show With Love, Meghan, set to premiere on March 4, and expressed her enthusiasm for her business.
Markle explained that she wanted a name that reflects her true self. “The name ‘American Riviera’ sounded great, but it tied me to just one area,” she said. “Now, I’m ready to expand.” She partnered with Netflix not only for her show but also for her business, which inspired this rebranding.
The name “As Ever” signifies things have always been close to her heart. It reflects her passion for cooking, gardening, and crafting. “I’ve shared these loves since 2014 through The Tig, but I’ve had to hold back in recent years,” she said. “Now, I can share more freely.”
Markle’s first product under the new brand was a delightful strawberry jam, which debuted last year. “Of course, there will be fruit preserves,” she stated. “Jam is my jam! But there’s so much more I’m excited to unveil.” She expressed eagerness to share the upcoming products with her followers, emphasizing a personal touch and authenticity in everything she creates.
As she launches “As Ever,” Markle invites everyone to join her on this journey. She plans to offer glimpses behind the scenes and share her joy in cooking and living thoughtfully. “This brand is a piece of me and everything I love,” she said. “I can’t wait to share it all with you!”
Markle also announced the launch of the official “As Ever” website, featuring beautiful images of her and her daughter, Princess Lilibet, exploring their coastal home. This new chapter promises to showcase the core of who Meghan is and everything she cherishes.
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