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.
Several months later, in April 2025, Meghan shed new light on the last-minute brand name change in the third episode of her podcast, Confessions of a Female Founder.
“You remember, I said, ‘I like American Riviera as an umbrella,’ and then be able to have verticals beneath it,” she said in conversation with her guest for the episode Kadi Lee.
“And maybe have the ‘Orchard’ really small. But when that’s not feasible … suddenly it became this word salad. I didn’t love that so much,” she continued.
“I was like, ‘OK, let’s go back to the thing that I’ve always loved. Let’s use the name that I protected for a reason that had sort of been under wraps’. And then we were able to focus in the quiet and put our heads down and build on something that no one was sniffing around to even see about. It was really just helpful to have that quiet period.”
When will ‘As Ever’ by Meghan Markle launch?
In a newsletter sent to subscribers on April 1st, Meghan confirmed that the first As Ever products would become available to purchase that same week.
“Every item is inspired by the ways I show care to the people in my life, like the lemon ginger tea blend which is a fuss-free spin on a warm drink I make at home using fresh lemons from the garden,” she penned.
“Crepes remind me of my time backpacking through France as a student. Biting into these streetside thin pancakes – filled with chocolate, fruit, fresh lemon, and powdered sugar, or made savory with ham and cheese – they truly are a canvas for flavour,” she added.
“Of course, you’ll find the Raspberry Spread that started it all, presented in keepsake packaging that you can repurpose to tuck away love notes or special treasures and to remember this pivotal moment with me. Think of it as our time capsule.”
“I hope when you see what I’ve worked so hard to create, you’re encouraged to know that whatever life brings, you can do it too. Tour value, your creativity, your joy – that is you, as it’s always been and always will be. You are you – As Ever, and forever,” she concluded.
Only two days later the first range of products became available to purchase and sold out within an hour.
“Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can’t thank you enough…for celebrating, purchasing, sharing, and believing. It’s just the start,” Meghan shared to her Instagram account shortly after.
These updates came mere days after the Duchess of Sussex revealed she was opening an additional online store that featured her favourite products.
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.
What has Prince Harry said about As Ever?
In an exclusive interview with PEOPLE in mid-April, 2025 Prince Harry said he was “so happy” for his wife following the sell-out success of the first batch of As Ever products.
“[I] fully support absolutely everything she’s done and continues to do.”
“I’m incredibly proud,” he added.
This isn’t the first time the Duke of Sussex has commented on Meghan’s business endeavours, the royal making a brief appearance in his wife’s Netflix series at a celebratory brunch for Meghan’s business.
As he arrived onscreen he shared a quick kiss with his wife before leaning in and telling her: “You did a really great job. I love it.”
