The Duchess of Sussex has issued a heartfelt tribute to her best friend's late son.
Meghan rebranded her lifestyle business from American Riviera Orchard to "As Ever", announcing the change via Instagram today.
In a video filmed in her Montecito garden, Meghan Markle, 43, explained the reasoning behind the name change, wearing a white linen shirt and blue jeans.
"Last year, I had thought, 'American Riviera', that sounds like such a great name. It's my neighbourhood; it's a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area," she said.
Duchess of Sussex issues heartfelt tribute to her best friend's late son
Getty
The duchess revealed Netflix has become a partner in both her upcoming show and business venture.
"As Ever essentially means as it's always been," Meghan explained, adding that she's excited to share her passion for cooking, crafting and gardening once again.
In her Instagram announcement, the duchess wore a bespoke 'Heart of Gold' pendant worth $3,200 (£2,535), designed by The Gold Album in collaboration with her friend Kelly McKee Zajfen.
The 14k solid gold necklace features 83 round-cut diamonds and supports a cause close to McKee Zajfen's heart, with 15 per cent of sales benefiting Children's Hospital Los Angeles.
Meghan Markle wore a a bespoke 'Heart of Gold' pendant worth £2,535, designed by The Gold Album in collaboration with her friend, Kelly McKee Zajfen
Instagram / Meghan's Closet Chronicles
The hospital holds special significance for McKee Zajfen, whose late son George died aged nine in July 2022.
The red enamel design has also been worn by Gwyneth Paltrow, who called it "special" on Instagram.
"Children's Hospital Los Angeles is nothing short of extraordinary," McKee Zajfen said, praising the institution's dedication to her daughter Lily's care through the Heart Institute.
Meghan and McKee Zajfen first met through the duchess's ex-husband, Trevor Engelson, who is friends with McKee Zajfen's entertainment lawyer husband.
The pair have maintained a close friendship, with Harry and Meghan forming a vital part of Kelly's support network following the tragic loss of her son.
Meghan Markle pictured with McKee Zajfen in a 'Love Like A Mother' T-shirt
Instagram / @_heartmom_
McKee Zajfen, who co-founded the Alliance of Moms charity, praised the Sussexes for being a "guiding light" during her grief.
The Duke and Duchess of Sussex donated £3,962 to a GoFundMe fundraiser in the names of their children after George's passing.
The friends also spend leisure time together, with Meghan joining Kelly for a ski trip to Powder Mountain in Utah last March.
McKee Zajfen was among the first to receive Meghan's American Riviera Orchard strawberry jam, sharing her pride on Instagram.
The duchess's rebranded lifestyle venture comes just two weeks before the launch of her Netflix show "With Love, Meghan", which was delayed from its January release due to LA wildfires.
Meghan Markle and Abigail Spencer (Left) are close friends with McKee Zajfen
Instagram / @_heartmom_
Products under the As Ever brand will include fruit preserves, with Meghan stating: "I think we're all clear at this point that jam is my jam".
Patent applications reveal the range will extend to textiles, skincare products, household scents, and gardening tools.
The products will be sold in Netflix's new brick-and-mortar stores, called "Netflix House", in Dallas and Philadelphia malls.
A new website, asever.com, features a cover photo of Meghan holding hands with her daughter Lilibet in the California sunshine.
The brand's logo incorporates a palm tree with two hummingbirds, alongside calligraphy similar to the previous American Riviera Orchard design.
