Meghan Markle, 43, unveiled 'As Ever' as the successor to American Riviera Orchard, alongside launching a website featuring a photo of her with daughter Lilibet, three, holding hands in the California sunshine.
The Duchess of Sussex has rebranded her luxury lifestyle brand and shared a major update regarding the project on Instagram announcement today.
The new venture features a touching cover photo of Meghan, 43, walking hand in hand with her three-year-old daughter Lilibet in the California sunshine.
The rare glimpse of Prince Harry's youngest child has delighted royal fans, who seldom see photos of the couple's children.
Meghan Markle, 43, unveiled 'As Ever' as the successor to American Riviera Orchard, alongside launching a website featuring a photo of her with daughter Lilibet, three, holding hands in the California sunshine.
AsEver
This latest snapshot follows a recent trend of the Duchess sharing more personal moments on social media.
Over the weekend, Meghan posted a video featuring both her children, Archie, five, and Lilibet, as they prepared Valentine's Day treats together.
The family was seen making red bagels as part of their holiday celebrations.
The announcement video, filmed in the Sussexes' Montecito garden, includes a brief appearance from Prince Harry, who can be heard saying "It's recording" as he hands Meghan the phone.
The Duchess of Sussex has rebranded her luxury lifestyle brand and shared a major update regarding the project on Instagram announcement today.
Wearing a white linen shirt and blue jeans, the Duchess told followers: "The cat's out of the bag. I'm shocked we've kept this a secret for so long."
The rebrand comes just two weeks ahead of Meghan's Netflix show "With Love, Meghan", which was delayed from its January launch date due to LA Wildfires.
"In two weeks my show is coming out, which I'm so excited for. And also my business, which I think there has been a lot of curiosity about," she shared in the announcement.
The Netflix connection extends beyond her show, with the streaming giant now serving as a business partner for As Ever.
"Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge," the duchess revealed.
Meghan explained her decision to rebrand, saying: "Last year, I had thought, 'American Riviera', that sounds like such a great name. 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."
The new name carries deeper meaning for the duchess. "'As Ever' essentially means as it's always been, and if you've followed me since 2014 with The Tig, you know I've always loved cooking and crafting and gardening - this is what I do," she said.
She added: "I haven't been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first."
The rebrand comes just two weeks ahead of Meghan's Netflix show "With Love, Meghan", which was delayed from its January launch date due to LA Wildfires.
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Patent applications reveal As Ever's extensive product range will include textiles such as tablecloths and napkins, alongside skincare and haircare products.
The brand will also offer home furnishings including throws, blankets and bedspreads, as well as household scents like candles and diffusers.
Gardening enthusiasts can expect tools including trowels, spades and pruning shears, while the kitchen collection will feature cutlery and knives.
Netflix will play a key role in As Ever's retail strategy, with plans to sell products in the streaming giant's new bricks and mortar stores across two US malls.
The collaboration represents a new direction for both parties, with Netflix venturing into physical retail while providing Meghan with established distribution channels for her product range.
