[Image: As Ever]
Meghan Markle has staged a bold comeback, relaunching her lifestyle brand after a bruising battle with American Riviera Orchard’s trademark issues.
With her sights set on a grand return, the Duchess of Sussex has officially rebranded under a new name— ‘As Ever’ —just weeks before the premiere of her highly anticipated Netflix lifestyle show, With Love, Meghan, on March 4.
Taking to Instagram, Meghan made the dramatic reveal in a sun-drenched video shot in the family’s lush Montecito garden. In the background, Prince Harry’s voice cut in—“It’s recording”—as Meghan, ever the polished performer, leaned in with a knowing smile: “The cat’s out of the bag.”
“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,” she said.
The subtle Harry plug is both woefully unnecessary (she could just start recording herself) and necessary (she is not much without his royal name, no?).
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The rebrand, however, wasn’t just a creative decision—it was a necessity.
Meghan had envisioned American Riviera Orchard as a tribute to her Santa Barbara home, but the vision clashed with legal realities. The U.S. Patent and Trademark Office swiftly shut down her claim, ruling that “American Riviera” was too generic to be owned. Even adding “Orchard” did little to sway the decision. With rival businesses already using the phrase, and vague product descriptions raising further red flags, her dream was suddenly in limbo.
Given three months to fight for the name, Meghan sought an extension—buying time but not a solution. Meanwhile, critics pounced, branding the setback as a failure. Yet behind the scenes, she was already plotting her next move.
Then came a turning point: her partnership with Netflix. More than just a production deal, it became a chance to reimagine her brand from the ground up.
“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,” Meghan revealed.
The name, she explained, was a nod to continuity, to authenticity—to the Meghan Markle that existed long before royal titles and media firestorms. A return to her roots, back to the lifestyle blogging days of The Tig, where she first built her brand around food, travel, and curated elegance.
“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 mused.
“And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.”
But Meghan’s not just bringing back The Tig vibes—she’s building an empire. A glimpse into what’s to come? A cheeky promise that jam is her jam, confirming fruit preserves will be part of the lineup. Yet there are more—many more—products waiting to be revealed.
The rebrand’s first teaser was pure Meghan: an intimate shot of her and daughter Lilibet running barefoot across a rolling green lawn, the words As Ever scrawled elegantly across the image. It was a quiet yet deliberate statement—a woman in control of her narrative, undeterred by setbacks, and ready for her next act.
Since stepping back from royal life in 2020, Meghan and Harry have navigated a whirlwind of projects—from the Archewell Foundation to her short-lived Spotify podcast, Archetypes.
Now, with As Ever and With Love, Meghan, she’s doubling down on her personal brand, reclaiming her voice on her own terms.
For Meghan, this isn’t just a rebrand—it’s a declaration: she’s back, and she’s here to stay.
[Source: Independent]
