Meghan, the Duchess of Sussex, has unveiled her new lifestyle brand As Ever, a rebranding from American Riviera Orchard just weeks after restarting her social media life. The new company’s website was launched with a rare photo of 3-year-old Lilibet, Meghan’s youngest child with Prince Harry.
The name change comes as Meghan expressed dissatisfaction with the limitations of the original American Riviera Orchard name in supporting locally grown and made products. She now aims to include a wider range of goods under her new umbrella. The rebranding is part of her preparations for the upcoming Netflix lifestyle show “With Love, Meghan,” which debuts two weeks later.
Meghan revealed that she chose the name As Ever in 2022 during her time on the popular lifestyle blog “The Tig.” She stated that it means “as it’s always been” and reflects her passion for cooking, crafting, and gardening. The new company will feature a range of products, including textiles, cutlery, food spreads, and beverage ware.
A trademark application was filed in September under the As Ever brand, although the American Riviera Orchard name remains registered with the US Patent and Trademark Office. A spokesman for the couple declined to comment on the matter.
Meghan reassured fans that her new company will feature fruit preserves, but also plans to share other products she uses at home. The Duchess’s return to social media and rebranding come after a hiatus from Instagram, where she had announced her struggles with social media in 2021.
Source: https://apnews.com/article/meghan-duchess-sussex-as-ever-abdbbf3f6494124d79464843697408d8