Meghan Markle, known not just as the Duchess of Sussex but also as a savvy entrepreneur, has made headlines with the rebranding of her lifestyle venture. Originally known as 'American Riviera Orchard', the brand is undergoing a transformation to become 'As Ever'. This change marks a pivotal shift away from its initial local focus on Santa Barbara, California, to a broader and more inclusive approach.
This evolution in branding coincides with the release of her upcoming Netflix series, With Love, which blends themes of cooking, gardening, and entertaining. The show is set to premiere on March 4, 2025, sparking anticipation and curiosity about how it might tie into the 'As Ever' ethos.
From Local Charm to Global Appeal
The original brand 'American Riviera Orchard' launched in March 2024, drawing inspiration from Santa Barbara's nickname, the American Riviera. However, Meghan felt this regional connection was limiting the potential reach of her business. The new name, 'As Ever', aims to capture a sense of continuity and belonging, echoing the themes that characterized her former lifestyle blog, The Tig, which she closed in 2017.
This rebranding isn’t just about a new name—it's a promise of what's to come. The product line under 'As Ever' is remarkably diverse, featuring not only fruit preserves like Meghan's famous strawberry and raspberry jams but also home decor, tableware, cookbooks, cosmetics, yoga gear, and pet accessories. These product categories are excitingly varied and were disclosed in trademark filings. Meghan’s rebranded website even features a touching image of her daughter, Princess Lilibet, reinforcing the brand's theme of thoughtful and joyful living.
Star-Studded Endorsements and Personal Flair
The outreach and marketing of 'As Ever' have an unmistakable personal touch, aided by the promotion from Meghan's influential friends such as Tracy Robbins, Mindy Kaling, and Kris Jenner. Their endorsement of the brand's initial products, especially the limited-edition jams, has given it a glamorous push into the public eye.
This endeavor feels like a natural continuation of Markle's personal interests and values. The decision to rebrand was announced through a heartfelt video shared on Instagram, where Meghan spoke about this evolution and the personal vision that fuels her business. Emphasizing a heartfelt ethos, the name 'As Ever' not only reflects where Meghan has been but also where she is heading—an exciting journey of personal and entrepreneurial growth.
Arlen Fitzpatrick
My name is Arlen Fitzpatrick, and I am a sports enthusiast with a passion for soccer. I have spent years studying the intricacies of the game, both as a player and a coach. My expertise in sports has allowed me to analyze matches and predict outcomes with great accuracy. As a writer, I enjoy sharing my knowledge and love for soccer with others, providing insights and engaging stories about the beautiful game. My ultimate goal is to inspire and educate soccer fans, helping them to deepen their understanding and appreciation for the sport.
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