Meghan Markle, the Duchess of Sussex, has announced a rebranding of her lifestyle venture. The platform, formerly known as American Riviera Orchard, will now be called As Ever. Markle shared the news in a recent Instagram video, casually mentioning her husband, Prince Harry, in the background. She expressed excitement about the upcoming launch of her Netflix show and her business venture, acknowledging public curiosity surrounding the latter.
Explaining the name change, Markle noted that while "American Riviera" reflected her Santa Barbara neighborhood, it felt geographically limiting. The partnership with Netflix, extending beyond her show to encompass her business, prompted her to adopt the name "As Ever," which she secured in 2022. The name, she says, reflects the consistent themes of cooking, crafting, and gardening that have been present since her earlier blog, The Tig.
A new website and logo accompanied the announcement, featuring a photo of Markle's daughter, Princess Lilibet. The Duchess hinted at upcoming product offerings, including her signature fruit preserves. The official launch of As Ever is timed to coincide with the premiere of her Netflix series, "With Love, Meghan," next month. Markle's recent return to social media after a five-year break has seen her using the sign-off "As Ever, Meghan."
Royal commentators have pointed out that Netflix's support, including potential product placement in their merchandise store, is crucial for Markle's success as a lifestyle entrepreneur. The streaming platform's involvement is seen as a pivotal factor in determining the future of her brand.
The Duchess of Sussex’s lifestyle series is set to premiere on March 4th after being postponed. Sources recently told the Daily Mail that the streaming giant is gearing up to roll out the red carpet by offering products supporting Markle’s brand at their merchandise store.
