Meghan Markle has rebranded her lifestyle business, unveiling As Ever as the successor to American Riviera Orchard, a shift she said reflects her broader vision beyond Santa Barbara. The announcement was accompanied by a redesigned logo and a rare glimpse of her daughter, Princess Lilibet, in a promotional image on the brand's website.
The new logo, prominently displayed on As Ever's homepage, features a palm tree flanked by two hummingbirds. The imagery is deeply personal, drawing from the Duchess of Sussex's California residence and Prince Harry's memoir, Spare, in which he described hummingbirds as symbolic of spirits in some cultures. The book recounts an encounter with a hummingbird at the couple's Montecito home following Queen Elizabeth II's passing, with Harry writing, "Could be a sign, you know? Visitors, as it were." The emblem appears to reinforce themes of continuity and personal meaning within Meghan's latest venture.
Meghan formally introduced As Ever in an Instagram video, in which she described the decision to move away from American Riviera Orchard. "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," she said. She credited Netflix, her business partner in the forthcoming series With Love, Meghan, with providing an opportunity to expand her brand's scope.
Amid Meghan Markle's rebrand, the Duchess of Sussex released a new photo of Princess Lilibet. Her brand, previously called American Riviera Orchard, has been renamed As Ever, which she explains means "as it's always been."
: As Ever#princesslilibet #meghanmarkle pic.twitter.com/StjoXvkIek — HELLO! Canada (@HelloCanada) February 18, 2025
Trademark filings indicate that As Ever will offer a variety of lifestyle products, including fruit preserves, tableware, and home goods. Meghan confirmed that jam-one of the first items teased under American Riviera Orchard-will remain a core offering, adding, "I think we're all clear at this point that jam is my jam." She hinted at additional products, saying, "There are so many more products that I just love, that I use in my home, and now it's time to share them with you."
The website currently features only the logo and an email subscription form, inviting visitors to "save your seat at the table." A promotional photo, also displayed on the homepage, captures Meghan and three-year-old Lilibet walking hand in hand in a sunlit field. It marks a rare public appearance for the couple's daughter, who, along with Prince Archie, has largely been kept out of the spotlight since the Sussexes moved to California.
The rebrand follows previous challenges with American Riviera Orchard, which encountered trademark registration issues last August. The As Ever name was secured in 2022, according to Meghan, suggesting that the transition had been in planning for some time.
The brand's launch coincides with the upcoming debut of With Love, Meghan, scheduled for March 4 on Netflix. The show, described as blending cooking, gardening, and lifestyle content, aligns with the themes of As Ever. Meghan has positioned both ventures as an extension of her former lifestyle blog, The Tig, which she discontinued in 2017 before her marriage to Prince Harry.
The Sussexes, who stepped back from royal duties in 2020, have pursued multiple media and business ventures, including a content partnership with Netflix and a now-defunct Spotify deal. Their efforts have had mixed success, with some projects failing to gain traction while others, like Harry's memoir Spare, achieved significant commercial impact.
Meghan has not disclosed an exact timeline for the release of As Ever products but indicated that more details would emerge in the coming weeks.
