Meghan Markle revealed that was rebranding her American Riviera Orchard lifestyle brand to ‘As Ever’ in a video posted to her relaunched Instagram account on February, 19.
The news came as a shock to many, especially after how much time has passed since Meghan first announced her lifestyle-based business venture in March 2024.
Scroll on for everything you need to know about As Ever by Meghan Markle.
Did Meghan Markle re-name American Riviera Orchard?
Sharing the news with her almost two million followers, the Duchess of Sussex shed light on her decision to re-name the business in mid-February, 2025.
“I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into. ‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’,” the mother-of-two captioned the announcement video.
“If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. 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.”
The 43-year-old then revealed that she would soon start sharing “behind-the-scenes tidbits” of the creation of the brand.
In the video itself, Meghan filmed a piece to the camera, presumably in the backyard of the home she shares with her husband Prince Harry in Montecito, California, and explained her decision to rename her business.
“Last year I thought American Riviera [Orchard] seemed 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 then made the surprise admission that Netflix wasn’t only her partner in her upcoming series ‘With Love, Meghan‘ but also in business!
“As Ever essentially means as it’s always been. And if you’ve followed me since 2014 on The Tig you’ll know that I’ve always loved cooking and gardening and crafting. This is what I do. And I haven’t been able to share it with you in the same way for the past few years and now I can. So as things start to trickle out there I want you to hear it from me first,” Meghan continued in the video.
The royal then revealed some of the many products As Ever would be selling including fruit preserves, jam, and “so much more.”
When will ‘As Ever’ by Meghan Markle launch?
While an official launch date hasn’t been revealed for As Ever, insiders have speculated that the first products will become available to purchase after her Netflix series which is centered around “the joys of cooking, gardening, entertaining and friendship” hits screens around the world.
In a post shared to the official As Ever Instagram account, Meghan revealed that the first products would become available to purchase sometime in Spring, 2025.
What will ‘As Ever’ by Meghan Markle sell?
According to trademark applications filed in February 2024, the brand will sell a variety of homewares, cookbooks, oils, spreads, jellies, cosmetic products, home decor, stationary, linens, small kitchen appliances, yoga equipment, gardening gear, jewelry, furniture, pet accessories, skincare and more, begging the question – is there anything As Ever won’t be selling?
In her first official newsletter sent to subscribers on March 5, 2025, the Duchess of Sussex shed new light on her upcoming range of products.
“It is a line of products designed to make your everyday moments memories, to run a basic breakfast into a beautiful snapshot of your life, and to be kind to yourself and create a space for grace when it doesn’t all go according to plan,” she penned.
“For me, it all started with jars of preserves I was canning with fruit I picked from my garden. It began, quite literally, with something sweet – and through every twist and turn as a founder, it has become something even sweeter.”
That same day the first products were revealed on the As Ever and included a Raspberry Spread, Wildflower Honey with Honeycomb, Flower Sprinkles, Herbal Hibiscus Tea, Herbal Peppermint Tea, Herbal Lemon Ginger Tea, Crepe Mix, and Shortbread Cookies with Flower Sprinkles.
What does the logo for As Ever by Meghan Markle mean?
In the official logo for Meghan Markle’s As Ever business, a palm tree is featured which many believe is a nod to her and Prince Harry’s home in Montecito, California.
There are also two hummingbirds, which the Duke of Sussex wrote about in his 2023 memoir Spare, and reflected could be a spiritual symbol and way for departed souls to connect with the loved ones they had left behind.
“Aztecs thought them reincarnated warriors. Spanish explorers called them ‘resurrection birds.’ I thought hopefully greedily foolishly: Is our house a detour – or a destination?” he penned.
