Meghan Markle has announced the renaming of her lifestyle brand from “American Riviera Orchard” to “As Ever.” The Duchess of Sussex revealed the news in a video posted on Instagram, recorded by her husband Prince Harry. Markle explained that the name change was inspired by her partnership with Netflix, which will also be releasing her new series, With Love, Meghan, on March 4. She described the significance of the new name, As Ever, as representing continuity with her past passions for cooking, crafting, and gardening.
Markle shared her excitement for the launch of new products under the As Ever brand, including fruit preserves, which she humorously referred to as her “jam.” She expressed her love for cooking, crafting, gardening, and finding joy in the everyday, which are themes that will be central to the brand. The announcement coincided with the launch of the new As Ever website, featuring images of Markle and her daughter, Princess Lilibet.
The new brand is seen as a reflection of Markle’s interests and personal style, incorporating elements that have been central to her previous ventures, such as her former lifestyle blog, The Tig. Markle’s fans and followers can expect more behind-the-scenes updates leading up to the launch of the As Ever products. The rebranding represents a new chapter for Markle and a continuation of her love for food, gardening, and thoughtful living.
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