Meghan Markle, the Duchess of Sussex, has made headlines once again by rebranding her lifestyle company from ‘American Riviera Orchard’ to ‘As Ever.’ The change comes just ahead of the release of her highly anticipated Netflix series, With Love, Meghan. Many believe this move carries a subtle message aimed at the British royal family, given Meghan’s history with them.
While the brand initially paid tribute to Meghan and Prince Harry’s life in Santa Barbara, its rebranding now suggests a broader, more personal meaning. But what led to this decision? And how does it tie into her ongoing narrative? Let’s dive into the details.
The Birth of ‘American Riviera Orchard’
In March 2024, Meghan Markle announced her latest entrepreneurial venture: American Riviera Orchard, a high-end lifestyle brand focused on home goods, kitchen essentials, and organic food products. The name was inspired by Santa Barbara, California—often called the “American Riviera”—where Meghan and Harry now reside.
At the time, the brand’s announcement was met with both excitement and skepticism. Many saw it as Meghan’s return to her Tig blogging roots, a project she abandoned after marrying Prince Harry. Others, however, speculated that this was another attempt to establish an identity outside the royal family.
Why Did Meghan Markle Rebrand to ‘As Ever’?
The sudden switch to ‘As Ever’ has sparked curiosity and debate. Meghan reportedly secured the trademark for ‘As Ever’ as early as 2022, long before she publicly announced American Riviera Orchard. This suggests that the name change was not entirely spontaneous but rather a backup plan in case things didn’t go as expected.
1. Legal and Trademark Issues
Reports indicate that American Riviera Orchard faced potential legal roadblocks with trademarking its name. The term “American Riviera” is commonly used to describe Santa Barbara, making it difficult to claim exclusive rights to the phrase.
2. A Subtle Message to the Royal Family
Many royal watchers believe that As Ever could be a deliberate nod—or even a slight jab—at the British royal family. The phrase “As Ever” is often used in correspondence as a closing signature, conveying a sense of continuity and finality. Some speculate that Meghan is subtly reinforcing the idea that she has moved on from royal life but remains unchanged at her core.
Given Meghan and Harry’s history of veiled references in their media projects, this wouldn’t be the first time they’ve made subtle digs at the monarchy. Whether intentional or not, the rebranding certainly fuels ongoing speculation about Meghan’s relationship with the royals.
3. A Broader, More Personal Brand
Unlike American Riviera Orchard, which was heavily tied to a specific location, As Ever allows Meghan to expand her brand globally. The name shift suggests a more flexible and personal approach, enabling Meghan to build a lifestyle empire without geographical limitations.
What Will ‘As Ever’ Offer?
Despite the name change, As Ever will continue offering a variety of lifestyle and home goods products. Here’s what to expect:
- Organic Jams & Food Products – Meghan reportedly has a passion for making homemade jams, and this will be one of the brand’s signature items.
- Home & Kitchen Essentials – From candles to tableware, As Ever will likely offer elegant, minimalist designs in home decor.
- Pet Care Items – Meghan and Harry are known animal lovers, so this category may include high-end pet accessories and organic pet treats.
- Cosmetics & Wellness Products – Clean beauty and skincare are expected to be a part of As Ever, aligning with Meghan’s eco-conscious lifestyle.
The brand is expected to promote sustainable and ethically sourced products, following Meghan’s history of supporting such initiatives.
The Connection to ‘With Love, Meghan’
The timing of this rebrand is no coincidence. Meghan’s upcoming Netflix series, With Love, Meghan, is set to premiere on March 4. The show is described as a food and lifestyle series where Meghan will share personal recipes, home organization tips, and insights into her daily life.
By launching As Ever in conjunction with the show, Meghan ensures that her brand benefits from the publicity surrounding the Netflix release. The rebranding serves as a strategic move to keep her business aligned with her growing media presence.
Public and Media Reactions
Unsurprisingly, the rebranding has drawn mixed reactions.
- Supporters Applaud Meghan’s Business Acumen
Fans of Meghan see this as a savvy move, proving that she is serious about establishing herself in the lifestyle industry. Many have praised the brand’s sleek and sophisticated image. - Critics Call It Another Attempt to Reinvent Herself
Detractors, particularly those aligned with royal circles, claim that the name change is just another attempt by Meghan to distance herself from past failures and rebrand her image once again. - Royal Experts Speculate on Hidden Messages
Several royal commentators believe the phrase As Ever could be a veiled message to the British royal family, hinting at Meghan’s resilience despite past challenges.
What’s Next for Meghan’s Brand?
With the rebranding complete, all eyes are now on the official launch of As Ever. Meghan is expected to roll out products in limited quantities initially, creating exclusivity and demand.
Future Plans Include:
- Expanding product lines into clothing and fashion accessories
- Partnering with high-end retailers for exclusive collections
- Hosting private events and lifestyle workshops
- Potential collaborations with celebrity chefs and designers
Given Meghan’s history of carefully curating her public image, it’s safe to assume that As Ever will be positioned as a high-end, aspirational brand.
Conclusion
Meghan Markle’s decision to rebrand American Riviera Orchard as As Ever marks another chapter in her post-royal journey. Whether it’s a strategic business move, a response to trademark issues, or a subtle message to the royal family, one thing is certain—Meghan is determined to carve out her own legacy beyond her past life in the monarchy.
As the launch of As Ever and With Love, Meghan approaches, the world will be watching closely to see how Meghan’s latest endeavor unfolds. Will it be a success, or will it face the same challenges as some of her previous ventures? Only time will tell.
FAQs
1. Why did Meghan Markle change the name of her brand?
Meghan reportedly faced trademark issues with American Riviera Orchard, leading her to switch to As Ever. The new name also allows for a broader, more personal brand identity.
2. What does ‘As Ever’ mean?
“As Ever” is commonly used as a closing phrase in letters, signifying continuity. Some believe Meghan chose this name as a subtle message about remaining true to herself despite her royal exit.
3. What products will ‘As Ever’ sell?
As Ever will offer organic jams, home decor, pet care items, and wellness products, aligning with Meghan’s lifestyle and sustainability values.
4. Is the rebranding connected to Meghan’s Netflix series?
Yes, the rebranding coincides with the March 4 release of With Love, Meghan, which will likely serve as a promotional platform for As Ever.
5. Is Meghan Markle taking another dig at the royal family?
While Meghan has not explicitly stated this, many royal experts believe As Ever could be a subtle way of signaling that she remains unchanged despite past challenges with the monarchy.
