Meghan Markle Renames Her Lifestyle Brand After Months Of Trademark Struggles

Meghan Markle has unveiled her new lifestyle brand, As Ever, alongside a fresh website and logo featuring a tribute to her daughter, Princess Lilibet.

The brand, originally called American Riviera Orchard, aligns with her long-standing passions for food, gardening, and thoughtful living, reminiscent of her former blog, The Tig.

Launching alongside her Netflix series "With Love, Meghan" on March 4, As Ever will offer home goods, specialty foods, self-care products, and more, reflecting Meghan Markle's personal lifestyle.

Meghan has officially rebranded her lifestyle venture, announcing Monday night that it will now be known as "As Ever."

In a candid Instagram video filmed in her backyard, the Duchess of Sussex, 43, shared her excitement, saying, "The cat's out of the bag," while Prince Harry could be heard off-camera saying, "It's recording."

"I'm shocked we've kept this a secret for so long," she admitted. "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."

The Duchess continued "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 added: "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."

Alongside the reveal of her rebranded lifestyle venture, As Ever, Meghan also introduced a fresh new website and logo.

The launch includes a heartfelt touch: a charming photo of her and Harry's 3-year-old daughter, Princess Lilibet.

The Duchess of Sussex reflected on how As Ever connects to her earlier lifestyle blog, The Tig, which she shut down in 2017 after her relationship with Harry became public.

"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 shared. "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."

The former actress added: "Of course, there will be fruit preserves; 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!"

Meghan's long-anticipated lifestyle brand, As Ever's debut—coincides with the release of her Netflix series, "With Love, Meghan," premiering on March 4.

In the caption of her new Instagram post to her 1.8 million followers, the Duchess of Sussex gave more insight into the project she's been quietly developing and her new brand name.

"Some of you may have heard whispers about what I've been creating," she captioned the video. "In two weeks, my series on @netflix launches — but there's something else I've been working on. I'm thrilled to introduce you to As Ever — a brand that I created and have poured my heart into."

Explaining the meaning behind the name, she continued, "As ever' means 'as it's always been' or some even say 'in the same way as always.' If you've followed along since my days of creating The Tig, you'll know this couldn't be truer for me."

She described the new venture as a reflection of her longtime passions, noting, "This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in every day."

"I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can't wait for you to get your hands on everything we've been creating. Sending lots of love… As ever, Meghan," she concluded.

While the reveal of Meghan's new brand name may have surprised many royal watchers, some observant fans may have spotted the clues early on.

The Duchess of Sussex has been subtly signing off her Instagram posts with "As ever, Meghan" for some time now, an early nod to her latest venture.

Trademark filings suggest As Ever will offer a diverse range of lifestyle products, covering everything from home essentials like tableware, kitchen linens, and drinkware to specialty food items, including jellies, marmalades, fruit preserves, and gourmet spreads.

The applications also extend to self-care products like body oils, soaps, and cosmetics, as well as pet shampoos. Additionally, stationery, textiles, kitchen appliances, yoga accessories, and gardening tools are all included.

Before unveiling the new name for her lifestyle brand, Meghan had faced several obstacles in getting the former name, American Riviera Orchard, trademarked.

In November, it was revealed that the royal's legal team requested additional time from U.S. authorities to move forward with her lifestyle brand, American Riviera Orchard.

The former actress initially filed for a trademark in early 2024 to cover a range of products, including jams and other homemade goods. However, the application hit a snag in August when it was rejected due to filing errors.

Following the rejection, Meghan was given a three-month window to address the issues, which included missing signatures and insufficient payment, per the Daily Mail.

Compounding the issue is a challenge from Harry & David, a well-established U.S. company that holds the "Royal Riviera" trademark.

The company, which boasts annual sales of $1.7 billion and employs over 3,000 staff, argued at the time that Meghan's application could create confusion due to similarities between the brands.