Meghan Markle, the Duchess of Sussex, has officially announced the rebranding of her lifestyle brand from American Riviera Orchard to "as ever," reflecting her commitment to thoughtful living and celebrating everyday joys.
The announcement was made via Instagram on February 18, 2025, where Meghan described the new brand as "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." She added, "‘as ever’ means ‘as it’s always been’ or some even say ‘in the same way as always,’ which ties back to my early days with The Tig."
Meghan’s previous brand, American Riviera Orchard, named after the picturesque region of Santa Barbara, California, had initially focused on jams and fruit preserves. She explained the limitations of the original name, stating, "I thought American Riviera, it’s such a great name, it’s my neighborhood, but it limited me to things which were manufactured and grown in this area." This new name, secured by Meghan back in 2022, signifies her desire to expand the brand beyond just regional products.
The rebranding coincides with the launch of her Netflix series "With Love, Meghan," which debuts on March 4. Meghan revealed how Netflix not only partnered with her on the show but also became integral to her business, calling it "huge". She expressed excitement over the partnership, stating her ambitions to share her style through this venture.
Despite the focus on preserves, Meghan hinted at broader offerings, stating, “Of course there will be fruit preserves; I think we’re all clear at this point—jam is my jam. But there’s so many more products I just love, and now it’s time to share them with you,” teasing items from kitchenware to decor and potentially even health and wellness products.
The Duchess's former brand American Riviera Orchard had created buzz among celebrity connections who became early promoters of her jam line. High-profile figures received jars of strawberry jam from Meghan, leading to considerable speculation and anticipation of the brand's offerings. Notable friends like Tracy Robbins and Delfina Blaquier showcased the products on social media, building intrigue around the launch.
Markle's rebranding has captured mixed reactions from the public, divided between praise for her creativity and independence and criticism from detractors who dismiss the initiative. Regardless of the opinions, the Duchess has garnered substantial media coverage—making her rebranding not just about products but also about the lifestyle choices she promotes.
Looking beyond just the jam, trademark filings revealed Meghan's plans to include categories indicating her focus on holistic well-being. Reports suggest items could range from home décor and tableware to yoga gear and even content creation like cookbooks and streaming shows. Her brand appears set to embody her family values and personal preferences, allowing audiences glimpses of her domestic life, especially highlighted with family moments shared through her brand's visuals.
Historically, Meghan launched her first lifestyle blog, The Tig, back in 2014, which focused on cooking, entertaining, and her travels. After closing The Tig prior to her royal engagement, her new endeavor seems to echo the essence of her earlier brand, now complemented by the reach of Netflix and the capability to bring her lifestyle and culinary passions to a wider audience.
Merchandising efforts by the brand are expected to align closely with the themes and episodes of her upcoming show, which will feature celebrity guests and lifestyle tips. The synergy between the series and her brand is noteworthy and speaks to Markle's strategy of blending her professional endeavors with personal motivations.
With her public persona increasingly defined by her independent ventures, the evolution from American Riviera Orchard to as ever might represent more than just branding—it’s about defining her identity post-royalty. Markle stated, "I’ve poured my heart” not only to her latest products but to representing her family’s values and what matters most to her.
On this occasion, Meghan signed off her announcement with, "as ever, Meghan," reinforcing her identity and commitment to this new chapter. Fans and critics alike will watch closely as she embarks on this exciting new venture.