Meghan Markle, the Duchess of Sussex, has officially rebranded her lifestyle venture, formerly known as American Riviera Orchard, to As Ever. The announcement came via her Instagram account, where she shared a heartwarming photo of herself and her 3-year-old daughter, Lilibet, walking hand in hand across a lush green lawn. The mother-daughter duo appeared to be barefoot and dressed in white, with palm trees and the Pacific Ocean visible in the background, creating a serene and idyllic scene. This rare glimpse of Lilibet marked a special moment for fans, as Meghan and Prince Harry have been protective of their children’s privacy since welcoming Lilibet in June 2021. The photo not only introduced the new brand but also offered a personal touch, showcasing the duchess’s dedication to family and her passion for creating meaningful moments.
The rebranding of As Ever is a significant milestone for Meghan, who has been working tirelessly on this project. In her Instagram post, she expressed her excitement, explaining that the name As Ever reflects her philosophy of staying true to oneself and embracing timeless values. She also referenced her earlier blog, The Tig, which was a platform where she shared her love for food, fashion, and living well. As Ever seems to be a natural evolution of that passion, with a focus on mindful living, gardening, entertaining, and finding joy in everyday moments. Meghan emphasized that the brand is a reflection of her “love language,” combining her interests in a way that feels authentic and personal.
Meghan also teased some of the products that will be part of the As Ever lineup, hinting at a wide range of offerings. She notably mentioned that while jam—a nod to her earlier venture with strawberry jam—will certainly be part of the collection, there’s much more to explore. In 2024, she filed trademarks for everything from pet shampoo to gardening tools, suggesting that As Ever will be a comprehensive lifestyle brand. This expansion underscores her commitment to creating products that align with her values and cater to a variety of needs, from the kitchen to the garden.
In the days leading up to the announcement, Meghan gave her followers a few subtle hints about the launch. On Valentine’s Day, she shared a rare video of her children, Archie and Lilibet, enjoying a cozy breakfast of bagels with strawberry cream cheese. While their faces were kept out of frame, the clip offered a charming glimpse into the Markle family’s intimate moments. Just three days later, she officially revealed the rebrand on Instagram, expressing her gratitude for her followers’ support and encouraging them to stay tuned for more updates. This carefully crafted rollout reflects Meghan’s thoughtful approach to building her brand and connecting with her audience.
Prince Harry, Meghan’s husband, also played a role in the announcement. In a playful behind-the-scenes moment, the Duke of Sussex could be heard saying, “It’s recording,” as Meghan teased, “The cat’s out of the bag.” This light-hearted exchange highlighted the couple’s teamwork and their shared excitement for the new venture. Since stepping back from their royal duties in 2020 and relocating to California, Meghan and Harry have been dedicated to building their personal brands and pursuing projects that resonate with their values. As Ever is just one of several initiatives they’ve undertaken, including Meghan’s upcoming Netflix series, With Love, Meghan, set to premiere on March 4.
As Meghan embarks on this new chapter, it’s clear that As Ever is more than just a brand—it’s a reflection of her journey and her aspirations. By combining her loves of family, food, and mindful living, she’s creating a platform that feels deeply personal and inclusive. With its focus on timeless values and everyday joy, As Ever has the potential to inspire fans around the world to embrace a more thoughtful and fulfilling way of life. Meghan’s ability to balance her roles as a mother, entrepreneur, and public figure is a testament to her resilience and creativity, and there’s no doubt that As Ever will be a meaningful addition to her growing legacy.
