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Meghan Markle Relaunches Lifestyle Brand as ‘As Ever,’ Marking a Fresh Chapter
In an Instagram post, the Duchess of Sussex shared details about the relaunch, unveiling a sleek new website that features what appears to be a rare glimpse of her daughter, Lilibet.
Meghan Markle has officially rebranded her lifestyle venture, previously introduced as American Riviera Orchard, under the new name As Ever. In an Instagram post, the Duchess of Sussex shared details about the relaunch, unveiling a sleek new website that features what appears to be a rare glimpse of her daughter, Lilibet.
The Story Behind As Ever
In a video message, Meghan expressed her excitement about finally revealing the brand’s new identity. “I’m shocked we’ve kept this a secret for so long,” she admitted. “In two weeks, my show is coming out, which I’m so excited for. And also my business, which I think there’s been a lot of curiosity about.”
The original name, American Riviera Orchard, was inspired by Santa Barbara’s nickname, reflecting Meghan’s love for the region. However, she soon realized the name limited her brand’s scope. “Then Netflix came on, not just as my partner in the show but also as my partner in my business, which was huge,” she explained. Having secured the As Ever trademark in 2022, she decided it was the right moment to introduce the name and vision to the world.
A Natural Extension of The Tig
Meghan described As Ever as a continuation of her passion for food, design, and thoughtful living—interests she first shared through her former lifestyle blog, The Tig. “As Ever essentially means ‘as it’s always been,’ and if you followed me since 2014, you know I’ve always loved cooking, crafting, and gardening,” she said. “This is what I do, and I haven’t been able to share it in the same way for the past few years. But now I can.”
While she confirmed that fruit preserves will be part of the brand—playfully saying, “Jam is my jam”—she hinted at a broader range of products. “There are so many more things that I just love, and now it’s time to share them with you,” she teased.
Meghan’s Vision for As Ever
In the caption of her Instagram post, Meghan offered deeper insight into the brand’s philosophy. “Some of you may have heard whispers about what I’ve been creating,” she wrote. “In two weeks, my series on @netflix launches—but there’s something else I’ve been working on. I’m thrilled to introduce you to As Ever—a brand that I created and have poured my heart into.”
She further explained the meaning behind the name, writing, “‘As ever’ means ‘as it’s always been,’ and for me, this couldn’t be truer. This new chapter is an extension of everything I’ve always cherished—food, gardening, entertaining, thoughtful living, and finding joy in everyday moments.”
Meghan promised to share behind-the-scenes updates in the lead-up to the brand’s official launch. Signing off with her signature warmth, she wrote, “Sending lots of love… As ever, Meghan.”
A New Era of Lifestyle Content
The relaunch of As Ever comes just weeks before the premiere of With Love, Meghan, her upcoming Netflix series that will explore themes of home, food, and hospitality. With both her brand and television venture set to debut, Meghan is ushering in a new era of lifestyle storytelling—one deeply rooted in her personal passions.
