Meghan, Duchess of Sussex, has rebranded her highly anticipated lifestyle brand, shifting from American Riviera Orchard to As Ever. The change comes just weeks before the premiere of her Netflix series, With Love, Meghan, as she looks to expand the brand’s scope beyond its Santa Barbara roots.
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A fresh start with ‘As Ever’
Meghan first announced her lifestyle venture in March 2024 under the name American Riviera Orchard, a nod to her Santa Barbara home. However, in a recent Instagram video, she revealed the decision to rename the brand, explaining that the original name felt too restrictive.
“Last year, I thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighbourhood; it’s a nickname for Santa Barbara. But it limited me to things that were just manufactured and grown in this area,” she shared.
Her new brand name, As Ever, reflects a broader vision, allowing her to explore a wider range of products and influences without geographic constraints.
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A double debut for Meghan
The rebrand coincides with the upcoming release of her Netflix series, With Love, Meghan, which is set to premiere in two weeks. While details of the show remain under wraps, it is expected to showcase her passion for home, lifestyle, and personal storytelling.
With the brand revamp and a major TV project on the horizon, Meghan is positioning herself at the forefront of the lifestyle space, blending entrepreneurship with her media presence to reflect her evolving ambitions.
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Featured Image: Left: Getty | Right: Screenshot of “As Ever” website landing page
