Meghan Markle Unveils New Brand Name “As Ever” Ahead Of Netflix Series
The 43-year-old first introduced the brand as American Riviera Orchard last year, but she recently revealed that the name no longer felt right. “Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara,” Meghan explained in an Instagram video. “But it limited me to things that were just manufactured and grown in this area.”
Now, with the support of Netflix — not just as a partner in her show but also in her business — she’s ready to move forward with a name she had secured back in 2022. “…And this is the moment, and it’s called As Ever,” she said.
Meghan described the brand as a continuation of her former blog, The Tig, which she launched in 2014 while starring on Suits and shut down in 2017 after she began dating Prince Harry. “As Ever essentially means ‘as it’s always been,’” she explained, “and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening — this is what I do.”
In the video announcement, Meghan, dressed casually in a white button-down and jeans, beamed as she spoke. “I’m shocked we’ve kept this a secret for so long,” she said with a smile. Prince Harry even made a quick cameo, handing her the phone and saying, “It’s recording.”
The brand will offer a range of products, and Meghan has already hinted at one in particular. “Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam,” she joked. “But there are so many more products that I just love, and now it’s time to share them with you.”
A new website for As Ever is already live, featuring a sweet new photo of her 3-year-old daughter, Princess Lilibet. Meghan also revealed in her Instagram caption that the brand is something she has “poured her heart into,” calling it an extension of everything she cherishes — food, gardening, entertaining, and finding joy in the everyday.
Fans had already picked up on her subtle hints about the new name, as she had been signing off her Instagram posts with “As ever, Meghan.”
Meghan’s lifestyle brand aligns perfectly with her upcoming Netflix series, which celebrates cooking, gardening, and entertaining. The show was originally set to premiere on January 15 but was pushed to March 4 due to the wildfires in Los Angeles. “I don’t think she could imagine putting out a show centered on joy and hosting when so many people in her home state no longer have homes to host people in,” an industry insider shared.
