Meghan Markle's Brand Transformation
In a bold move that reflects her growing lifestyle passions, Meghan Markle unveiled her rebranded lifestyle venture, now named As Ever. Released via a heartfelt Instagram post on February 18, 2025, Meghan shared that the original name, American Riviera Orchard, felt too geographically tethered, limiting the brand to products specifically from the Santa Barbara area. This change to As Ever broadens the horizons, showing Meghan's continued love for lifestyle topics, similar to those once discussed in her popular blog, The Tig.
Planned for launch on March 4, 2025, As Ever will coincide perfectly with the premiere of Meghan's new Netflix series, With Love, Meghan. The series promises to offer a charming exploration into the worlds of cooking, gardening, and the powerful bonds of friendship, all reflecting Meghan’s personal journey.
Jams, Décor, and More
The brand is set to introduce an array of intriguing products, with jams, home décor, and elegant tableware leading the charge. Friends like Tracy Robbins and Abigail Spencer have already gotten a taste of these new offerings through early sample distributions. If early signs predict anything, these products will be as much about Meghan's personal touch as they are about quality.
Trademark pursuits initiated in 2024 illuminate a vast scope for As Ever, covering not only the aforementioned culinary delights and home goods but also cookbooks and more. It's a fitting expansion that underlines Meghan's commitment to integrating her lifestyle ethos with tangible products.
Despite having made the initial rounds under the old name in March 2024, offering a peek into its website and an anticipatory waitlist, it wasn't until now that Meghan found the identity she felt truly mirrored her lifestyle vision. The rebranded website showcases a delightful image of her daughter, Princess Lilibet, adding a personal touch that's hard to ignore.
Netflix joins forces with Meghan on both fronts—the series and the lifestyle brand. This collaboration is set to blend the appealing dimensions of media storytelling with the tactile presence of consumer products. Meghan has expressed that every element of As Ever aligns with her personal style and core values, promising a cohesive and authentic consumer experience.
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