Meghan Markle has announced that she has renamed her lifestyle brand from American Riviera Orchard to As Ever. The Duchess of Sussex shared the update in a video message on Instagram.

“The cat’s out of the bag,” Meghan said in a backyard video, while Prince Harry could be heard in the background saying, “It’s recording.” She added, “I’m shocked we’ve kept this a secret for so long. 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.”

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Reflecting on the original name, Meghan explained, “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.”

She further revealed Netflix’s involvement in both her show and business, saying, “Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.”

The Tig

Meghan Markle has introduced a new website and logo for her business venture, also sharing a sweet photo of her three-year-old daughter, Princess Lilibet. She highlighted the similarities between her new brand and The Tig, her former lifestyle blog that is no longer active.

“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,” Meghan said.

She continued, “And 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 also hinted at some of the products under her brand, saying, “Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks guys!”

The video caption further reflected Meghan’s enthusiasm for this new venture, stating, “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. I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating.”

Meghan announced the new name for her lifestyle brand following a series of trademark challenges. She has already submitted trademark applications for a wide range of home goods, including tableware, kitchen linens, beverageware, and coffee and tea services. The filings also cover jellies, marmalades, fruit preserves, various spreads and butters, as well as body soap, body oil, cosmetics, and pet shampoo. Additionally, the application includes stationery, linens, small kitchen appliances, yoga equipment, and gardening tools.