Overview

• Meghan Markle revealed on her podcast that she renamed her lifestyle brand from 'American Riviera Orchard' to 'As Ever,' calling the original name a 'word salad.'
• The rebranding was influenced by trademark restrictions on geographical names and the evolving scope of the business following Netflix's involvement.
• Markle secured the 'As Ever' trademark in 2022, allowing her to pivot quickly when the need for a name change arose.
• The brand's first product collection, including raspberry jam, sold out within an hour of its launch earlier this month, reflecting strong consumer demand.
• Markle emphasized the importance of a private development phase in refining the brand's identity without external pressures.