Meghan Markle has rebranded her lifestyle brand as As Ever less than a year after launching American Riviera Orchard.
In a new Instagram video, the Duchess of Sussex said she was “thrilled” about the change but didn’t directly explain the decision. However, she hinted that the original name felt restrictive, tying the brand too closely to her hometown’s nickname.
Despite the rebrand, her viral homemade jams are still part of the lineup.
‘I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into,’ she shared.
“’As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me.”
Adding: “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 every day.
“I will keep sharing behind-the-scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love…”
The new As Ever website features a photo of rarely seen Sussex daughter Lilibet.
The name change follows a rejected trademark application for American Riviera Orchard last March, which gave her three months to revise it.
The original filing covered cookbooks, table linens, cutlery, jams, jellies, and nut butter, while a broader international filing also included stationery, garden tools, lighting, tote bags, and pet accessories.
While she is rebranding her lifestyle company, she’s also embracing "As Ever" as her signature sign-off on Instagram. Since launching her @meghan account on January 1, the Duchess of Sussex has ended most posts with either "As Ever, Meghan" or "As Ever, M."
She first used the phrase publicly on January 2 in a post promoting her upcoming Netflix lifestyle series, With Love, Meghan. Originally set to premiere on January 15, the eight-episode show was delayed to March 4 following devastating wildfires in Los Angeles.
The royal continued the sign-off in several posts, including her announcement about the passing of her beloved dog Guy, a heartwarming surprise gift of Billie Eilish merch to a teen who lost their home in the fires, and a romantic Valentine’s Day tribute to Prince Harry while he was away for the Invictus Games in Vancouver Whistler.
This isn’t her first venture into the lifestyle space. Before marrying Prince Harry in 2018, she ran the blog The Tig for several years.
When she closed it, she wrote: “After close to three beautiful years on this adventure with you, it’s time to say goodbye to The Tig.
"What began as a passion project (my little engine that could) evolved into an amazing community of inspiration, support, fun and frivolity. You’ve made my days brighter and filled this experience with so much joy.
"Keep finding those Tig moments of discovery, keep laughing and taking risks, and keep being 'the change you wish to see in the world',” she continued.
"Above all, don’t ever forget your worth – as I’ve told you time and time again: you, my sweet friend, you are enough."
