Meghan Markle Relaunches Her Lifestyle Venture Under a New Name: As Ever

Meghan Markle has renamed the lifestyle company, previously known as American Riviera Orchard, under a new name. The Duchess of Sussex announced the renewal on Instagram and presented a sleek new website reporting that her daughter Lilibet has rare insights in the foreground.

As Usual, Inspiration Behind It

444 With a warm video message, Meghan shared her excitement and ultimately revealed her new identity for the brand. “I’m surprised we kept this under wraps for so long,” she said, indicating her upcoming Netflix show and the simultaneous start of her business company.

Meghan named that the original name, American Riviera Orchard, which referred to the seaside appeal of Santa Barbara, was too geographically limited. She made the decision to launch a more comprehensive brand identity after Netflix joined as a partner for both her show and her business. She believed that 2022 was the ideal year to realize the idea after obtaining the As Ever trademark.

A Revival Impacts of Meghan’s Lifestyle

Describing As Ever as a natural evolution of her passion for food, design, and wellness, Meghan positioned the brand as an extension of her former blog, The Tig. “The name ‘As Ever’ reflects something timeless—something that has always been a part of me,” she explained. “If you’ve followed me since 2014, you know my love for cooking, crafting, and gardening.”

What to Expect from As Ever

While Meghan confirmed that fruit preserves will be among the brand’s first offerings—joking, “Jam is my jam”—she hinted at a much broader lifestyle range to come. “There are so many things I love, and now it’s time to share them with you,” she teased.

With As Ever, Meghan Markle is reintroducing her signature style and curated living philosophy to a global audience, marking the beginning of a new chapter in her entrepreneurial journey.

Meghan’s Vision for As Ever

In an Instagram post announcing the relaunch, Meghan Markle shared the inspiration behind As Ever and what it represents. “Some of you may have heard whispers about what I’ve been working on,” she wrote. “In just two weeks, my Netflix series debuts—but I’m equally excited to introduce As Ever, a brand I’ve poured my heart into.”

Explaining the significance of the name, she added, “‘As Ever’ means ‘as it’s always been,’ which perfectly reflects this journey. This brand is a continuation of everything I love—food, gardening, entertaining, and embracing the beauty in everyday moments.”

Meghan also hinted at behind-the-scenes updates in the lead-up to the brand’s official launch, signing off with her signature warmth: “Sending lots of love… As ever, Meghan.”

A New Chapter in Lifestyle & Storytelling

The launch of As Ever aligns with the debut of With Love, Meghan, her highly anticipated Netflix series exploring themes of home, food, and hospitality. With both projects set to premiere soon, Meghan is stepping into a new era of lifestyle content—one deeply intertwined with her personal passions and creative vision.