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A new name with a fresh vision! Meghan Markle is officially reintroducing her lifestyle brand. Nearly a year after first unveiling American Riviera Orchard, the Duchess of Sussex has announced a rebrand, revealing that the venture will now be called As Ever.
Sharing the news via Instagram, the shift was inspired by an evolution in her approach to home and lifestyle, expanding beyond the Santa Barbara-specific aesthetic that inspired the original name.
As Meghan explains, American Riviera Orchard confined her brand too closely to produce and goods from a single region of California, limiting her creative reach. By contrast, As Ever offers her the freedom to curate and share “so many more products that I just love that I use in my home.”
The career move, while entirely removed from her former royal duties, is befitting of the Duchess, who has long held a passion for lifestyle content—something she first explored with her now-defunct blog, The Tig.
And for those wondering when As Ever will go from concept to cart, the wait won’t be too long. The first product drop is expected around March 4, coinciding with the highly anticipated release of her new Netflix series, With Love, Meghan, which was delayed due to the devastating wildfires afflicting Southern California. The streaming giant, now a partner in the brand, will also showcase As Ever products at Netflix House, an immersive pop-up retail experience set to launch in major shopping destinations across the U.S.
For those needing a refresher, Meghan surreptitiously sent out a batch of handmade strawberry jam to 50 of her closest confidants—even highlighting its exclusivity by numbering the jars. Though it’s not clear what exactly she intends to expand into,
