Meghan Markle has decided to rename her lifestyle brand. The brand was previously known as American Riviera Orchard but will now operate under the name As Ever. This name change comes weeks before her much-anticipated Netflix series is set to debut.
Markle shared news of the rebrand in a recent video posted to Instagram. The video playfully starts with what appears to be her husband Prince Harry's voice in the background confirming "It's recording."
"The cat’s out of the bag" Markle began with a smile. "I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out which I’m so excited for. And also my business which I think there has been a lot of curiosity about."
In the video the Duchess of Sussex is casually dressed in jeans and a white button-up shirt . She explained to her audience the thinking behind the brand name alteration.
She elaborated "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 but it limited me to things that were just manufactured and grown in this area."
Markle continued "Then Netflix came on not just as my partner in the show but as my partner in my business which was huge. So I thought about it and I’ve been waiting for a moment to share a name that I had secured in 2022 and this is the moment and it’s called As Ever."
The former "Suits" actress also revealed a brand-new website and logo for her lifestyle brand. The website features a heartwarming photo of her daughter Princess Lilibet playing in a field with palm trees.
According to Markle "As Ever essentially means as it’s always been 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." She referred to her previous lifestyle blog "The Tig" as inspiration.
She further outlined the products planned for her As Ever brand mentioning fruit preserves as a definite item. "I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love and now it's time to share them with you. So I just can’t wait for you to see it. Thanks guys!"
Reason Behind Meghan Markle's Lifestyle Brand Name Change From American Riviera Orchard
Markle indicated that the initial name American Riviera Orchard felt too restrictive. It tied the brand closely to Santa Barbara limiting the scope of products to that specific geographic area. The partnership with Netflix expanded the vision for the brand making a broader name more appropriate. As Ever better reflects the wider ambitions and Markle's long-standing personal interests beyond a specific location.
The new name As Ever connects to Markle's past. It echoes her previous blog "The Tig" and her established interests in cooking gardening and lifestyle content. This rebranding suggests a return to her personal passions and a broader more inclusive brand identity. The phrase "As Ever" also implies consistency and timelessness qualities Markle may want to associate with her brand.
What Meghan Markle's 'As Ever' Rebrand Means For Her Business Venture
The rebranding to As Ever could signal a strategic shift for Meghan Markle's lifestyle business. Moving away from a geographically limited name like American Riviera Orchard allows for greater flexibility and broader market appeal. The association with "The Tig" taps into Markle's established online presence and fanbase from her blogging days.
Netflix's involvement as a partner suggests significant support and resources for As Ever. This collaboration could extend beyond the Netflix show to include product placement marketing and distribution opportunities. The timing of the rebrand just before her Netflix series launch is likely intentional creating synergy between her media presence and her business venture.
However royal expert Hilary Fordwich offered a less optimistic perspective. Fordwich commented that the Duchess of Sussex’s venture had been "reduced to flogging jam" representing a "comedown" from their initial ambitions. She suggested Netflix's support was a "last-ditch attempt."
Our Take On Meghan Markle's New Brand Name and Future Prospects
Meghan Markle's rebranding of her lifestyle brand to As Ever appears to be a calculated move to broaden its appeal and align it with her personal brand. The name change from American Riviera Orchard addresses potential limitations and opens doors for a wider range of products and collaborations. The connection to "The Tig" is a clever nod to her past and may resonate with long-time followers.
The success of As Ever will likely depend on various aspects including product quality marketing strategy and public reception. The Netflix partnership provides a significant platform but also adds pressure for the brand to perform. While some experts express skepticism the rebrand and Netflix association position As Ever for a significant launch. Whether it becomes a successful long-term venture remains to be seen but the stage is set for its spring debut alongside Markle's Netflix series.