From "The Tig" to "As Ever", Meghan's New Chapter
The Duchess of Sussex unveils a fresh chapter for her lifestyle brand and it's authentically Meghan
Nearly a year after teasing her lifestyle brand, American Riviera Orchard, Meghan Markle, the Duchess of Sussex, took to Instagram on Wednesday to announce that the brand has officially undergone a rebranding and will now be known as As Ever. This change not only signifies a fresh chapter for the brand but also offers Meghan more creative autonomy, enabling her to move beyond Santa Barbara-produced goods and embrace a more versatile, global reach. As Ever—meaning "As it’s always been"—represents a return to her personal roots: gardening, cooking, hosting, and savoring the joys of life that she holds dear.
Yet, some may recall the trademark challenges that plagued American Riviera Orchard, which led many to speculate that the rebrand was driven by more than just its limiting nature. The United States Patent Office had previously denied Meghan’s request to register the name, citing its “primarily geographically descriptive” nature, as American Riviera Orchard was synonymous with the Santa Barbara region. Additionally, the name faced opposition from Harry & David, claiming it was too similar to their Royal Riviera product line.
After a year of navigating trademark obstacles, the brand has relaunching as As Ever, a name that Meghan points out has been registered since 2022—no trademark issues to worry about now. With this new chapter, the old American Riviera Orchard website and Instagram are now defunct. Despite these challenges over the past year, Meghan is stepping forward with renewed strength, and with Netflix as a partner.
As a continuation of The Tig—Meghan’s popular lifestyle blog before she married Prince Harry—many are excited for this new era of Meghan.
With the brand set to launch this spring and Meghan’s Netflix show right around the corner, what are you hoping to see on the site when it goes live? Personally, I’m crossing my fingers for Meghan’s signature jams, which she teased last spring.
On her website, the As Ever logo is written in Meghan’s handwriting, the background a photo of a beautiful landscape with Meghan and daughter, Lili, running. It feels like a Spring day, something most of us ache for during these long winter months. On the bottom, the site asks visitors to “Save Your Seat at the Table”, subscribing them to an updates list. It also directs visitors to their Instagram, @aseverofficial. And the vibes are immaculate.
In the first photo posted, we see jam, wine (or sparking juice?), honey, butter, dishes and Meghan’s beloved dog. Is it a sneak peak into the As Ever product line? I hope so. The brand feels like a picnic, which is all about food and bringing people together, which meshes well with Meghan’s upcoming Netflix show of the same nature.
The logo, features two hummingbirds and a palm tree, a nod to Harry and Meghan’s new life in California, and a nod to Prince Harry’s favorite bird.
Meghan's vision seems to reflect a more personal and grounded approach, blending luxury with warmth. As she continues to share more with her audience, it’s clear that her evolving brand is centered on connection, authenticity, and the things that matter most to her and her family. It’ll be exciting to see how this all comes together in the months ahead.