Meghan Markle Transforms Lifestyle Brand with New Name: As Ever

Meghan Markle, the Duchess of Sussex, has taken a significant step with her lifestyle enterprise, renaming it from American Riviera Orchard to a more universal and evocative title, As Ever. This change was unveiled on February 18, 2025, just ahead of the launch of her new Netflix series, With Love, premiering on March 4. Meghan shared her decision on Instagram, explaining that the original name felt too geographically restrictive, and she was eager to adopt a title that mirrors her global influence and appeal.

In collaboration with Netflix, the rebranding aligns her company’s identity with the values showcased in her past endeavors, notably her blog, The Tig, which ran from 2014 to 2017. This platform initially reflected her love for culinary arts, gardening, and the joy of hosting, passions that clearly persist in her current projects.

The fresh image of As Ever is more than a mere name change; it signifies a partnership with Netflix, integrating her storytelling skills with her lifestyle expertise. This synergy promises exciting prospects for her business, as the series aims to capture the essence of Meghan’s ethos, drawing viewers into her world of creativity and daily inspirations.

Alongside the name change, Meghan launched a new website for As Ever. The site gives a warm, family-oriented vibe, featuring a charming photograph of her daughter, Princess Lilibet. Visitors are given a glimpse into upcoming projects that include a variety of potential launches—from homemade preserves to natural skincare lines, and tasteful home décor items.

However, the path to rebranding was not entirely smooth. The new logo encountered legal scrutiny due to a resemblance to a coat of arms used by a town in Spain. This dispute introduces a complex legal challenge that Meghan's team is actively navigating, drawing attention to the intricacies of global branding endeavors.

With these developments, Meghan remains in the spotlight as a multifaceted figure blending her royal background with her artistic flair. The world watches eagerly to see how As Ever evolves, not only as a lifestyle venture but as a beacon of modern-day sophistication and cultural engagement.