Meghan, the Duchess of Sussex, has introduced a fresh identity for her lifestyle brand. It will now be known as “As Ever.” This follows the previous name, American Riviera Orchard, which didn’t quite stick.
In her reveal on social media, Meghan hinted at a collaboration with Netflix. The streaming service will showcase her new cooking and lifestyle series, With Love, Meghan, launching next month. Meghan explained that “As Ever” signifies continuity and familiarity in her brand.
The announcement reflects a return to her earlier days as a lifestyle blogger with the Tig. She mentioned her goal is to blend her passions: cooking, gardening, entertaining, and finding joy in the little things.
During the post, Prince Harry can be heard off-camera, while their daughter Lilibet makes a brief appearance in the background. Previously, the name American Riviera Orchard referenced their home in California, but Meghan felt it limited her vision.
The brand’s rebranding comes after some delays related to trademark issues. Now, with “As Ever,” Meghan aims to expand beyond just fruit preserves. She expressed excitement about sharing products she loves from her home. She said, “Of course there will be fruit preserves; I think we all know that jam is my jam.” However, she hinted that other delightful products would also be available.
Meghan’s new venture will compete with established brands like the Buckingham Palace preserves, which retail for around £7. Meanwhile, her upcoming Netflix show is set against the backdrop of California wildfires. It promises a mix of cooking, home tips, and guest appearances from celebrities. The show is expected to start streaming on March 4.
It’s been five years since Meghan and Harry stepped back from royal duties to become financially independent. Meghan poured her heart into this new venture, making it a personal project. Her announcement has sparked mixed reactions online. Supporters applaud her creativity and independence, while critics have dismissed her efforts. Regardless, she closed her post with a familiar sign-off: “As ever, Meghan.”
