Meghan Markle Changes the Name of Her Lifestyle Company

The Duchess of Sussex, Meghan, has changed the name of her lifestyle company.

Prior to the premiere of her Netflix series “With Love, Meghan,” the former actress declared that her business, American Riviera Orchard, would now be named As Ever. She stated this because she didn’t want to be “limited” to items that were solely obtained in her area.

In a video posted on Instagram, she clarified: “The secret is out. I’m surprised that we haven’t disclosed this for so long. My show is coming out in two weeks, and I can’t wait for it. In addition, I believe there has been a great deal of interest in my business.

“I thought, ‘American Riviera, it seems like such a beautiful name,’ last year. Although it’s a moniker for Santa Barbara and my neighborhood, it only allowed me to buy products that were produced and manufactured nearby.

Then Netflix appeared, not just as my program partner but also as my business partner, which was really significant. After giving it some thought, I decided to reveal the name I had obtained in 2022. The name is As Ever, and now is the time.

The duchess, 43, believes As Ever will serve as a continuation of her lifestyle blog, The Tig, which she shut down in 2017 while dating Prince Harry.

“And if you’ve been following me since 2014 with The Tig, you know I’ve always loved cooking, crafting, and gardening — this is what I do,” she continued. “As Ever basically means as it’s always been.”

As things are beginning to come together, I wanted you to hear it from me first since I haven’t been able to share it with you in the same manner for a few years, but now I can.

Fruit preserves will be served, of course; I believe it is now obvious that jam is my favorite food. I just like a lot more items, though, and it’s time to share them with you. I’m very excited for you to see it. Many thanks, everyone!

Meghan, who has Prince Archie, five, and Princess Lilibet, three, with Harry, promised to offer “behind-the-scenes tidbits” and that she was excited for the brand debut in the video’s commentary.

It’s possible that some of you have heard rumors about what I’ve been working on,” she stated.

“My Netflix series releases in two weeks, but I’ve been working on something else. I’m excited to present to you As Ever, a brand I founded and have put a lot of effort into.”As ever” implies “as it’s always been,” or even “in the same way as always,” according to others. This couldn’t be more true for me, as you will know if you’ve followed along since I started making The Tig.

“This new chapter beautifully combines everything I value, including food, gardening, entertaining, thoughtful living, and finding joy in the little things. It is an extension of what has always been my love language.”

As we move closer to debut, I’ll continue to provide you behind-the-scenes glimpses, and I’m excited for you to see all we’ve been working on. Lots of love is being sent. Meghan, as always.

Since opening her @meghan Instagram account at the start of this year, the former “Suits” star has used “As Ever, Meghan” or “As Ever, M” to end almost all of her postings.