Meghan Markle is making a MAJOR change!
After months of marketing, the Duchess of Sussex has ditched American Riviera Orchard and rebranded her upcoming lifestyle company to… As Ever. You might recognize the saying because that’s how she’s been signing off all her Instagram posts lately.
In an IG video on Tuesday explaining the change, Meg said:
“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.”
Hmm. It’s worth pointing out she formally started launching ARO in March 2024 (after sending out jams to celeb pals). But she ran into issues in September when her trademark application was denied. She’s been trying to fight the ruling with some of her latest paperwork submitted in November — but it looks like she gave up! Perhaps that’s the real reason for this change??
Related: Meghan Shares Rare Video Of Kids For Valentine’s Day!
Either way, she claims she’s been considering the new branding for a long time, the Suits alum continued:
“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.”
Everything else about the company will stay the same, she reiterated:
“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. 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.”
Oh, and don’t worry. The jam isn’t going anywhere, she teased:
“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 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!”
LOLz!
See her vid (with an off-screen cameo from Prince Harry at the start):
A new website has already been set up for the store — and it features a rare photo of Princess Lilibet. In the pic, the mother-daughter duo runs on a grassy field barefoot in white outfits while holding hands. It’s super cute!! There’s a new logo featuring a palm tree with a hummingbird on each side, too. See both HERE.
Meg’s Netflix show With Love, Meghan will be released on March 4, and reports have claimed she will start launching products around then. Exciting things to come!
Thoughts, Perezcious readers? Are you a fan of this change?? Tell us (below)!
Related Posts
