Located in Montecito, California, Meghan, the Duchess of Sussex, bids farewell to American Riviera Orchard as she relaunches her company under the new name As Ever. Just weeks after reactivating her social media presence on Instagram with a fresh handle, Meghan has unveiled her latest venture, showcasing a shift in her brand identity and offerings.
Previously known for her tantalizing jars of preserves under the American Riviera Orchard label, Meghan now introduces As Ever with a revamped website and a striking photograph of her youngest child, 3-year-old Lilibet, alongside her on a picturesque lawn. In a heartfelt video shared on her new Instagram account, @Meghan, she explains her decision to rebrand, citing a desire to encompass a broader spectrum of products beyond locally sourced items associated with the former name, American Riviera.
This exciting news precedes the upcoming premiere of Meghan’s lifestyle show on Netflix, “With Love, Meghan,” where she reveals a new partnership with the streaming service, marking a significant milestone in the growth of her business. Reflecting on her past endeavors, Meghan reminisces about her popular lifestyle blog, The Tig, and the inspiration behind the name As Ever, emphasizing continuity and her unwavering passion for cooking, crafting, and gardening.
Having taken a hiatus from social media following her engagement to Prince Harry and expressing concerns about its pitfalls, Meghan resurfaced last year with the mysterious appearance of an Instagram account named American Riviera Orchard. Despite initial speculation, it was indeed Meghan’s endeavor, as confirmed by documents filed with the U.S. Patent and Trademark Office seeking protection for a range of goods and services under the American Riviera Orchard name.
While the trademark application for American Riviera Orchard remains pending, Meghan took the initiative to secure a trademark for As Ever, signaling a strategic shift in her brand strategy. The new venture operates under a distinct LLC from its predecessor, American Riviera, as indicated by a spokesperson for the couple, Kyle Boulia, who is yet to provide further details on the development.
Assuring her loyal fans and esteemed recipients of her delectable jams, Meghan affirms that fruit preserves will continue to be a cornerstone of her brand, but hints at a diverse array of products she adores and utilizes in her personal space, promising an exciting journey ahead for As Ever.
