‘The cat’s out of the bag’: Meghan Markle finally reveals what she’s been working on
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Rebranding can be a bold move, especially when it comes with a fresh identity and a new direction.
When a high-profile figure unveils a revamped business venture, the changes often spark curiosity—and sometimes controversy.
A recent announcement has set the internet abuzz, with speculation swirling about the motivations behind the shift and what it could mean for the brand’s future.
Meghan Markle unveiled a rebrand of her luxury lifestyle venture, replacing American Riviera Orchard with As Ever.
She also introduced a new website featuring an image of her holding hands with her daughter, Lilibet.
The announcement came just weeks before the debut of her Netflix series With Love, Meghan, which had been postponed from its original January release due to the LA wildfires.
In an Instagram video filmed in her Montecito garden, Meghan reflected on the rebrand and the challenges she faced with trademarking her previous business name.
She explained: ‘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.’
The As Ever brand would feature food products such as ‘fruit preserves’, which Meghan emphasised by saying, ‘I think we're all clear at this point that jam is my jam.’
Trademark applications uncovered by the media indicated that As Ever would expand beyond food to include home and lifestyle products such as tableware, textiles, and candles.
The brand would also offer gardening tools among its product range.
Meghan expressed excitement over the new direction, stating: ‘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.’
She acknowledged that for ‘years’ she had not been able to share this passion in the same way but was now ready to do so again.
The logo for As Ever featured a palm tree flanked by two hummingbirds, replacing the previous branding of American Riviera Orchard.
Last year, Meghan’s former brand generated buzz when she gifted limited-edition jars of jam to celebrity friends, but the venture struggled to gain traction.
Her latest rebrand also signified a new business partnership with Netflix, which would stock As Ever products in two of its upcoming retail stores in the US.
A Shopify store linked to As Ever had briefly gone live before being taken down, fuelling speculation that the rebrand was rushed.
Meghan acknowledged the secrecy surrounding the project in her Instagram video, stating: ‘The cat's out of the bag. I'm shocked we've kept this a secret for so long.’
She confirmed that As Ever had been in development since 2022 and said: ‘Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge.’
Her previous brand faced hurdles, including a trademark dispute with lifestyle company Harry & David.
The company claimed American Riviera Orchard was too similar to its ‘Royal Riviera’ trademark.
Regulatory challenges also delayed the trademark approval process, and Meghan’s legal team had sought multiple extensions to resolve issues with her application.
In her Instagram caption, she explained, ‘Some of you may have heard whispers about what I've been creating.’
She continued, ‘In two weeks, my series on social media launches — but there's something else I've been working on.’
‘I'm thrilled to introduce you to As Ever—a brand that I created and have poured my heart into.’
She added that the brand reflected what she had always loved, saying: ‘This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday.’
The website for As Ever featured an image of Meghan cooking in her Montecito kitchen with the phrase ‘Save Your Seat At The Table’ overlaid on the page.
The rebrand coincided with preparations for With Love, Meghan, which was set to premiere on 4 March.
Watch the trailer below.
Netflix reportedly adjusted the series to incorporate Meghan’s involvement in relief efforts for the LA wildfires, including her visit to affected families.
She had recently shared how she secured Billie Eilish merchandise for a 15-year-old girl who had lost her home.
A source suggested that Meghan’s brand placement in Netflix’s retail stores was a significant opportunity.
They stated: ‘It's a bigger deal for her than it is for Netflix.’
‘If her show doesn't take off, then her merchandise will be quietly taken off the shelves and replaced with products associated with a more popular show.’
The success of As Ever remained uncertain, but Meghan appeared determined to position it as an extension of her personal passions and lifestyle.
Watch Megan Markle's announcement below.
Source: Instagram/meghan
Here are more updates about Meghan Markle.
With Meghan’s latest rebrand aiming to blend her personal passions with a broader lifestyle venture, do you think As Ever will succeed where American Riviera Orchard struggled?
Share your thoughts in the comments!
When a high-profile figure unveils a revamped business venture, the changes often spark curiosity—and sometimes controversy.
A recent announcement has set the internet abuzz, with speculation swirling about the motivations behind the shift and what it could mean for the brand’s future.
Meghan Markle unveiled a rebrand of her luxury lifestyle venture, replacing American Riviera Orchard with As Ever.
She also introduced a new website featuring an image of her holding hands with her daughter, Lilibet.
The announcement came just weeks before the debut of her Netflix series With Love, Meghan, which had been postponed from its original January release due to the LA wildfires.
In an Instagram video filmed in her Montecito garden, Meghan reflected on the rebrand and the challenges she faced with trademarking her previous business name.
She explained: ‘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.’
The As Ever brand would feature food products such as ‘fruit preserves’, which Meghan emphasised by saying, ‘I think we're all clear at this point that jam is my jam.’
Trademark applications uncovered by the media indicated that As Ever would expand beyond food to include home and lifestyle products such as tableware, textiles, and candles.
The brand would also offer gardening tools among its product range.
Meghan expressed excitement over the new direction, stating: ‘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.’
She acknowledged that for ‘years’ she had not been able to share this passion in the same way but was now ready to do so again.
The logo for As Ever featured a palm tree flanked by two hummingbirds, replacing the previous branding of American Riviera Orchard.
Last year, Meghan’s former brand generated buzz when she gifted limited-edition jars of jam to celebrity friends, but the venture struggled to gain traction.
Her latest rebrand also signified a new business partnership with Netflix, which would stock As Ever products in two of its upcoming retail stores in the US.
A Shopify store linked to As Ever had briefly gone live before being taken down, fuelling speculation that the rebrand was rushed.
Meghan acknowledged the secrecy surrounding the project in her Instagram video, stating: ‘The cat's out of the bag. I'm shocked we've kept this a secret for so long.’
She confirmed that As Ever had been in development since 2022 and said: ‘Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge.’
Her previous brand faced hurdles, including a trademark dispute with lifestyle company Harry & David.
The company claimed American Riviera Orchard was too similar to its ‘Royal Riviera’ trademark.
Regulatory challenges also delayed the trademark approval process, and Meghan’s legal team had sought multiple extensions to resolve issues with her application.
In her Instagram caption, she explained, ‘Some of you may have heard whispers about what I've been creating.’
She continued, ‘In two weeks, my series on social media launches — but there's something else I've been working on.’
‘I'm thrilled to introduce you to As Ever—a brand that I created and have poured my heart into.’
She added that the brand reflected what she had always loved, saying: ‘This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday.’
The website for As Ever featured an image of Meghan cooking in her Montecito kitchen with the phrase ‘Save Your Seat At The Table’ overlaid on the page.
The rebrand coincided with preparations for With Love, Meghan, which was set to premiere on 4 March.
Watch the trailer below.
Netflix reportedly adjusted the series to incorporate Meghan’s involvement in relief efforts for the LA wildfires, including her visit to affected families.
She had recently shared how she secured Billie Eilish merchandise for a 15-year-old girl who had lost her home.
A source suggested that Meghan’s brand placement in Netflix’s retail stores was a significant opportunity.
They stated: ‘It's a bigger deal for her than it is for Netflix.’
‘If her show doesn't take off, then her merchandise will be quietly taken off the shelves and replaced with products associated with a more popular show.’
The success of As Ever remained uncertain, but Meghan appeared determined to position it as an extension of her personal passions and lifestyle.
Watch Megan Markle's announcement below.
Source: Instagram/meghan
Here are more updates about Meghan Markle.
- You won’t believe the blunder Meghan Markle made in her New Year’s video
- Harry and Meghan may lose everything as wildfires threaten their home–here’s what’s happening now
- Prince Harry finally addresses divorce rumours with Meghan Markle: ‘It’s hard to keep up with’
- Prince Harry and Meghan Markle share heart-wrenching revelations in latest TV Interview
- Meghan Markle under fire for her ‘rude’ gestures at polo event
With Meghan’s latest rebrand aiming to blend her personal passions with a broader lifestyle venture, do you think As Ever will succeed where American Riviera Orchard struggled?
Share your thoughts in the comments!
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