Meghan relaunches lifestyle brand with new name - and rare photo of daughter Lilibet
18 February 2025, 09:31 | Updated: 18 February 2025, 09:45
The Duchess of Sussex revealed her rebrand of American Riviera Orchard in an Instagram video that appears to include a subtle dig at the Royal Family.
Listen to this article
Loading audio...
Meghan has taken to Instagram to reveal that her brand will now be called As Ever - and its launch will tie in with the release of her Netflix series With Love, Meghan, which drops on the streaming platform in two weeks.
A new website for As Ever has also been launched featuring a picture of Meghan running hand-in-hand with daughter Princess Lilibet.
Meghan Markle announces rebrand with subtle dig at the royal family
Read More: Harry and Meghan share sweet Valentine's photo after William and Kate also post romantic picture
The clip - shot in what appears to be her and Prince Harry's garden at their mansion in Montecito, California - begins with the duke playfully saying: "It's recording."
Meghan - wearing a loose fitting white shirt and jeans - giggles before adding: "Cat's out of the bag. I'm shocked we've kept this secret for so long."
The new As Ever website features a photo of their daughter Lilibet who is rarely seen publicly.
Meghan promised fans she will still be selling jams, saying "my jam is my jam", but As Ever opens up more opportunities and is tied to her upcoming Netflix show With Love, Meghan.
The Duchess is no stranger to sharing lifestyle tips as she previously ran the successful blog The Tig, which she closed down just before marrying Harry.
In a subtle dig at the royals after previously saying she wasn't allowed to do certain things when she was a member of the Firm, she added: "I've always loved cooking, crafting and gardening. This is what I do and I haven't been able to share it with you in the same way for the past few years but now I can."
Meghan had suffered a series of setbacks when it comes to trademarking the name American Riviera Orchard, which could explain the switch to As Ever.
She has been told by officials she can't have exclusive rights to ‘American Riviera’ because it is a commonly used place name to describe the California coast.
Further hitches included Meghan and her team filling in the official forms incorrectly, and failing to send enough cash.
The new website, similar to American Riviera Orchard, also features a place for people to subscribe for updates and features the slogan 'Save Your Seat At The Table'. The logo shows a palm tree with two hummingbirds.
According to a patent application for the As Ever, which was made in 2022, it suggests it will sell items such as tablecloths and napkins as well as candles, spreads and jewelery.
