Meghan Markle rebrands American Riviera Orchard to As Ever

In the United States, Meghan Markle, the Duchess of Sussex, announced a rebrand of her lifestyle brand on February 17, 2025. This change follows challenges she faced attempting to trademark the original name of her business, American Riviera Orchard. The U.S. Patent and Trademark Office rejected her application due to the common use of the term 'American Riviera' as a designation for the Santa Barbara area where she resides. Recognizing these limitations, Meghan chose the new name, As Ever, which she secured in 2022 as part of a broader move to encompass a wider array of products beyond those locally sourced. The announcement was made via an Instagram video where Meghan expressed her excitement about this 'new chapter,' suggesting it encapsulates her long-standing passions for food, gardening, and thoughtful living. Filmed in her garden, the video also included comments from her husband, Prince Harry, making it a personal milestone for the couple. The shift to As Ever aligns with the arrival of her upcoming Netflix lifestyle show, 'With Love, Meghan,' which adds to the anticipation surrounding her brand's evolution and aims to reconnect with her audience after a hiatus since her previous blogging days. Meghan Markle's transition to As Ever is not just about a name change; it's strategically planned to coincide with her upcoming projects and reflects her desire to share her creative endeavors more openly since stepping back from royal duties in 2020. The Duchess aims to broaden the brand's appeal by introducing an array of new products while retaining the established line of fruit preserves that garnered initial attention. She humorously alluded to the enduring popularity of jam in her familial products, indicating her connection to consumers’ preferences. This rebranding effort follows a pattern where public figures like Meghan navigate trademark complexities and find ways to adapt their business strategies to maintain relevance in a competitive market. With her fresh approach and an emphasis on inclusivity in her offerings, Meghan hopes to establish As Ever as a brand that resonates with her audience's desire for authenticity and connection, stemming from her roots in lifestyle blogging. As she embarks on this new journey, the reaction from fans and followers remains to be seen, as they are eager to see how this rebranding translates into the quality and variety of products she plans to offer.