In March 2024, Meghan Markle announced her much-anticipated lifestyle brand, American Riviera Orchard, but the name was short-lived. The lifestyle icon just announced a new name called As Ever.
Markle went on camera this week to share the change with her fans first, and she also talked about her new cooking show, which was postponed due to the wildfires. Here’s what’s to come for the U.S.-based royal who absolutely adores cooking, gardening, and homemaking.
Why the Name Change?
In the video, Markle first reminded viewers that her new Netflix cooking show launches in two weeks on March 4 (which she is admittedly very excited about). When addressing the rebranding of her other passion project, Markle explained how the old name was limiting.
“Last year, I had thought, you know what, American Riviera, that sounds like such a great name,” said Markle in her Instagram video post. “It’s my neighborhood. It’s a nickname for Santa Barbara—but it limited me to things that were just manufactured and grown in this area. Then Netflix came on not just as my partner in the show but as my partner in my business. And I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment! And it’s called As Ever.”
Markle shared her fascination with the name, which means “as it’s always been” or “in the same way as always.” It’s a nod to her original lifestyle blog, the Tig, which launched in 2014.
What to Expect from the Rebrand
Markle said that the new lifestyle brand is a way for her to get back to sharing her love of all things homestead.
“This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish—food, gardening, entertaining, thoughtful living, and finding joy in the everyday,” said her Instagram caption.
The brand will include everything from home products to jellies and jams. “Of course, there will be fruit preserves. I think it’s pretty clear by now that jam is my jam,” Markle shared. “But there’s so many more products that I just love that I use in my home. And now it’s time to share it with you.”
The As Ever homepage has a full-screen photo of Markle and her daughter amid trees and the coastline. While there’s limited information on the official As Ever site, fans can “save their seat at the table” by subscribing to their email list or following along on the official Instagram account for upcoming news.
