The Duchess of Sussex has rebranded her lifestyle business, revealing a new name and direction for her venture in an Instagram video announcement.
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 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.
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 Duchess of Sussex has rebranded her lifestyle business, revealing a new name and direction for her venture in an Instagram video 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."
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.
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.
Food products remain a core focus, with Meghan confirming: "Of course, there will be fruit preserves; I think we're all clear at this point that jam is my jam."
The venture follows her earlier foray into preserves, when she sent limited edition jars to celebrity friends under the American Riviera Orchard brand.
Patent applications reveal As Ever's extensive product range will include textiles such as tablecloths and napkins, alongside skincare and haircare products.
Asever.com
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 partnership marks a significant expansion for Meghan's lifestyle brand, integrating both content and commerce through the streaming platform.
"Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge," the Duchess explained in her announcement video.
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.
In her Instagram caption, Meghan elaborated on the personal significance of her new venture.
"As ever' means 'as it's always been' or some even say 'in the same way as always'. If you've followed along since my days of creating The Tig, you'll know this couldn't be truer for me," she wrote.
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The Duchess described the brand as an extension of her passions: "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."
She promised followers behind-the-scenes glimpses as the launch approaches, signing off: "Sending lots of love As ever, Meghan."
The new As Ever brand features a distinctive logo incorporating a palm tree and two hummingbirds, with calligraphy reminiscent of its predecessor American Riviera Orchard.
The brand's website includes a photo of the Duchess cooking in her Montecito kitchen, accompanied by the text "Save Your Seat At The Table".
According to the United States Patent and Trademark Office, a trademark application for As Ever remains pending.
The application, which features the brand's stylish scrawl, was first filed in 2022 and encompasses various product categories including spreads, jewellery and candles.
