Meghan Markle announced in February 2025 that her lifestyle brand American Riviera Orchard would become As Ever. She said the original name tied the brand too closely to the Santa Barbara area as she planned a broader range of products. The name change also brought the brand’s identity closer to the cooking, gardening and crafting interests she had shared on her former blog, The Tig.
Why did Meghan Markle change the name?
Meghan said “American Riviera” felt limiting because it associated the brand with goods grown or made near her home in Santa Barbara, while she wanted to offer a wider range. The Associated Press and the Los Angeles Times reported that explanation on February 18, 2025. It was her stated rationale, not evidence of a legal requirement to rename the business.
The name had also faced a trademark obstacle. The Los Angeles Times, citing Vanity Fair, reported that the U.S. Patent and Trademark Office rejected the American Riviera Orchard application in August as “primarily geographically descriptive.” That account is relevant context, but it does not establish that the refusal alone caused the rebrand.
What does “As Ever” mean?
Meghan said she had chosen the name in 2022 and described it as meaning “as it’s always been.” In the AP’s February 18, 2025 report, she connected it to her long-standing interests and to The Tig, her former lifestyle blog:
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“As Ever essentially means as it’s always been and if you 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.”
What is As Ever, and what does it sell?
As Ever is a lifestyle brand whose early promotion featured jars of preserves. Meghan said preserves would remain part of the offering while the brand expanded to other products she used at home. The AP quoted her: “Of course there will be fruit preserves,” she said. “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 that I use in my home. And now it’s time to share with you.”
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According to the official As Ever store as displayed on October 8, 2026, its categories included pantry goods, honeys and spreads, teas, candles, wine and gifts. The homepage showed raspberry and strawberry spreads, orange marmalade, a fruit-spread gift box, candles and a 2026 holiday collection. The store’s assortment and availability can change.
How did the brand launch?
American Riviera Orchard was introduced in 2024, with preserves among the products used in early promotion. The As Ever announcement came shortly before the premiere of With Love, Meghan. The AP reported Netflix as a business partner in that 2025 launch context; that report does not establish the current terms of any partnership.
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EL PAÍS reported that the first As Ever products went on sale on April 2, 2025. Its account described eight products, including raspberry preserves, baking mixes, teas, edible flowers and honey, and said they sold out in about half an hour. The quantity offered was not known, so that reported sellout timing cannot establish total demand, revenue or sustained sales.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How the old and new names differ
| Aspect | American Riviera Orchard | As Ever |
|---|---|---|
| Geographic association | The name evoked the Santa Barbara area. Meghan said that association felt limiting for the broader range she wanted. | Meghan described it as meaning “as it’s always been”; it does not name a particular region. |
| Product scope | Meghan said the name suggested goods grown or made in the local area. | She said she wanted to include a wider range of products she used at home. |
| Lifestyle connection | Early promotion included preserves. | Meghan linked the name to cooking, crafting and gardening, interests she had shared through The Tig. |
The comparison describes the names and Meghan’s stated intentions; it does not imply that the trademark application for As Ever succeeded or establish the legal status of either name.
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