Meghan Markle Says American Riviera Orchard Is Now Going to Be “As Ever” In a Brand Reboot Video

On Monday, Meghan Markle took to Instagram to announce a new name for her lifestyle brand. In a video, she said the name she chose back in 2024, American Rivera Orchard, is being replaced with As Ever, noting that Netflix is a partner in the brand. As Ever will launch alongside her upcoming Netflix series, With Love, Meghan. A new website shows a logo featuring a palm tree with two hummingbirds, the words “As Ever” in Meghan’s own calligraphic handwriting, and a photo that shows the duchess running alongside her three-year-old daughter Princess Lilibet.

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In a social media video, the duchess explained the logic behind the name change. “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 said. “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.”

An active US Patent and Trademark application for As Ever, with a similar logo, shows active applications to use the brand for bath and body products, candles, gardening tools, downloadable audio and video, stationery, home furnishings, and more.

The rebrand was announced after nearly a year of waiting for Meghan’s brand to make its official launch. The public’s first glimpse at the plans for American Riviera Orchard came in March 2024. An Instagram account, @americanrivieraorchard, and website revealed the company’s name and logo, a combination of the brand’s initials bearing a strong resemblance to Meghan’s dramatic and clean handwriting. It also featured a vintage-style video of Meghan stirring a bowl and wandering in a courtyard, but no further information. Despite the name chance, the ARO website and account were still live at press time, and Meghan had not shared a new account for As Ever.

Before Meghan got her big break as an actor on Suits, she satisfied her creative urge by writing a blog and serving as a wedding calligrapher. Even while acting, she used The Tig, which she started in 2014, to write about travel, food, wine, and the things she learned on humanitarian trips for organizations like UNICEF. In Monday’s video caption, she connected her new chapter to her old passions.

“If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me,” she said of her new brand. “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.”

On January 1, Meghan celebrated the new year with a video on a new Instagram account showing her drawing “2025” in the sand. The next day, she used the account to release the first trailer for With Love, Meghan, her long-awaited return to the sort of lifestyle media she used to make when she had her own website, The Tig. In addition to a brief shot of Harry, the trailer gives a glimpse of the series’ guests, including the couple’s friends Mindy Kaling, makeup artist Daniel Martin, literary agent and bookstore owner Jennifer Rudolph Walsh, and former Suits costar Abigail Spencer. Over the course of eight episodes, Meghan discusses gardening, cooking, and entertaining—and she even suits up for some beekeeping.

American Riviera Orchard’s original launch—which happened about two weeks before Meghan’s sister-in-law Kate Middleton announced a cancer diagnosis—made a splash, but for the rest of the year, details about the brand were hard to come by. In April, however, one signature product started making its way to a few of the duchess’s friends. On Instagram, an elite group including Chrissy Teigen, Kris Jenner, Tracy Robbins and Delfina Blaquier shared that they had been among the recipients of an initial batch of strawberry jam.

In the Monday Instagram video, the duchess confirmed that As Ever will still include jam. “Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam,” she said. “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.”