The Duchess of Sussex recently revealed a major rebranding of her luxury lifestyle brand after facing trademark issues with the name American Riviera Orchard.
On Tuesday, Meghan Markle announced the new brand name on Instagram, just ahead of the debut of her Netflix series, With Love Meghan.
In her post, the mother-of-two shared: “Cat’s out of the bag… I’m shocked we’ve kept this a secret for so long… In two weeks, my show’s coming out, which I’m so excited for. And also, my business — which I think there’s been a lot of curiosity about.”
She explained the inspiration behind the original brand name: “Last year, I thought, you know, American Riviera, that sounds like such a great name — it’s my neighborhood, it’s a nickname for Santa Barbara — but it limited me to things that were manufactured and grown in this area. Then Netflix came on, not just as my partner in the show, but as my partner in my business — which was huge.”
Meghan then unveiled the new name: “I’m thrilled to introduce you to As Ever – a brand that I created and have poured my heart into.”
Following her announcement, Meghan followed her first Instagram account—the official page for As Ever, which has been updated with the new branding.
The logo features a palm tree and two hummingbirds, a possible nod to Prince Harry’s late grandmother, Queen Elizabeth II.
Harry mentioned hummingbirds in his memoir, Spare, recounting an incident shortly after returning from Queen Elizabeth’s funeral when one flew into their home. A friend told Harry that hummingbirds are seen in some cultures as spirits or reincarnated warriors.
Meghan also hinted at the product lineup for As Ever, saying homemade jams will remain a central feature. “Of course there will be fruit preserves; I think we’re all clear at this point that jam is my jam,” she said. “But there are so many more products that I just love and use in my home, and now it’s time to share it with you. I can’t wait for you to see it.”
