Overview

• Meghan Markle shared on her podcast, 'Confessions of a Female Founder,' that the original name of her lifestyle brand, 'American Riviera Orchard,' felt like a 'word salad' and limited the brand's scope.
• Trademark issues with the US Patent and Trademark Office, which prohibits geographic names from being patented, also influenced the decision to rebrand.
• The name 'As Ever,' secured by Meghan in 2022, was chosen as it reflects her personal connection to cooking, gardening, and thoughtful living.
• The rebrand coincided with Netflix joining as a partner, providing a 'quiet period' for product development before the launch of the first collection in April 2025.
• The debut collection of 'As Ever,' including Meghan's signature raspberry jam, sold out quickly, with plans for seasonal expansions into home and hospitality offerings.