Meghan Markle renames lifestyle brand ‘American Riviera Orchard’ to ‘As Ever’ after trademark woes

Move over American Riviera Orchard, there’s a new brand in town.

Meghan Markle took to social media Monday night to unveil the brand new name for her lifestyle business venture, revealing it will now be called “As Ever.”

“The cat’s out of the bag,” the Duchess of Sussex, 43, said in an Instagram video taken in her backyard as her husband, Prince Harry, can be heard saying, “It’s recording.”

“I’m shocked we’ve kept this a secret for so long. 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.”

She went on, “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.”

“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.”

Along with the exciting announcement, the “Suits” alum, 43, also unveiled a brand new website and logo for her business venture, which features a sweet snap of her and Harry’s 3-year-old daughter, Princess Lilibet.

The mom of two also described the parallels her new brand has with her former lifestyle blog, The Tig, which became defunct after she struck up a romance with the duke in 2017.

“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 said.

“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.”

“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 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!” the former actress added.

The delayed launch of her lifestyle brand — which has been plagued with a slew of trademark snafus — will coincide with the release of her Netflix show, “With Love, Meghan,” slated to hit the streamer on March 4.

In the Instagram clip shared with her 1.8 million followers on the platform, Markle provided more context on her long-awaited business venture.

“Some of you may have heard whispers about what I’ve been creating,” she captioned her 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.”

“‘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 added. 

“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 the everyday.”

“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,” the former working royal concluded her announcement.

While the new business name may come as a surprise to many royal fans, other eagled-eyed followers may have noticed that the duchess has been signing off her Instagram captions with, “As ever, Meghan.”

Markle has already filed trademark applications for her brand to cover an array of home goods, including tableware, kitchen linens, beverageware, coffee and tea services and more.

Also listed were jellies, marmalades, fruit preserves and a variety of spreads and butters, along with body soap, body oil, cosmetics and pet shampoo.

The application also covers stationery, linens, small kitchen appliances, yoga equipment and gardening gear.