5 Shocking Secrets Behind Meghan Markle's Lifestyle Brand Rebrand: Why 'American Riviera Orchard' Became 'As Ever'

The Duchess of Sussex, Meghan Markle, has once again dominated headlines with the launch of her highly-anticipated lifestyle brand, now officially named *As ever* (stylized as *As ever*). This new venture, which officially debuted in early 2025, represents her most significant entrepreneurial step since stepping back from royal duties, pivoting from her previous blog, The Tig. The brand is positioned as a sophisticated, family-oriented collection of home goods and artisanal food products, deeply inspired by the sun-drenched, elegant lifestyle of her home in Santa Barbara. The launch, however, was not without drama, as the brand was initially unveiled under the name American Riviera Orchard (ARO) in March 2024. The subsequent, rapid rebrand to *As ever* in early 2025 sparked a flurry of speculation, with many wondering what forced the change. The shift, which the Duchess acknowledged required "grace to make mistakes," was a necessary move to secure the brand's future, revealing a fascinating story of legal hurdles, strategic pivots, and the ambitious vision of one of the world’s most scrutinized public figures.

The Entrepreneurial Journey of Meghan, Duchess of Sussex: A Brief Profile

Meghan Markle's life has been a series of high-profile career evolutions, from a successful actress to a member of the British Royal Family, and now, a media mogul and entrepreneur. Her current business portfolio is managed through her and Prince Harry's umbrella company, Archewell Inc., which oversees the Archewell Foundation and Archewell Productions. The launch of *As ever* marks a return to her roots, echoing the personal touch of her popular former blog, The Tig, which focused on food, travel, and style.

• Full Name: Rachel Meghan Markle
• Title: Duchess of Sussex
• Born: August 4, 1981 (Los Angeles, California)
• Spouse: Prince Harry, Duke of Sussex
• Children: Prince Archie of Sussex, Princess Lilibet of Sussex
• Previous Career: Actress (Known for *Suits*)
• Previous Lifestyle Platform: The Tig (2014-2017)
• Current Business Entities: Archewell Inc., Archewell Foundation, Archewell Productions, Hampshire LLC, *As ever* (formerly American Riviera Orchard)
• Current Residence: Montecito, Santa Barbara, California

The Five Critical Reasons for the American Riviera Orchard Rebrand

The transition from American Riviera Orchard (ARO) to *As ever* was a swift and strategic move. While the initial name was a sentimental nod to the couple's home region of Santa Barbara, the change was ultimately driven by a combination of legal necessity and a desire to broaden the brand's scope. Here are the five most critical factors behind the rebrand:

1. The USPTO Trademark Rejection

The most significant reason for the name change was a major legal roadblock. The initial trademark application for American Riviera Orchard was reportedly rejected by the US Patent and Trademark Office (USPTO) in August 2024. The application faced an Office Action because the name was deemed "primarily geographically descriptive." This means the USPTO determined that the name simply described where the products originated (the "American Riviera," a nickname for the Santa Barbara area) rather than functioning as a unique brand identifier. This hurdle made the original name legally untenable for a national or global brand.

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2. Avoiding Geographically Descriptive Limitations

The name American Riviera Orchard, while elegant, tied the brand too closely to a specific location. The rejection from the USPTO highlighted the risk of using a geographically descriptive term. The new name, *As ever*, is abstract, memorable, and carries no geographic baggage, allowing the Duchess of Sussex to expand the business without facing similar trademark challenges in other states or international markets. This strategic pivot ensures the brand can scale globally, a key goal for a high-profile venture.

3. A Need for a Broader, More Personal Brand Identity

The phrase "As ever" has a personal significance to Meghan, as it was a signature she frequently used to sign off on posts on her new Instagram account for the brand. This shift moves the brand identity from a purely descriptive, location-based concept to one that is more intimate and reflective of her personal philosophy—described by the brand as a "love language." The new name aligns better with the brand's stated mission to create a "wholesome family-oriented brand" and a collection of products "inspired by" the Duchess's life.

4. Expanding the Product Categorization and Scope

The initial trademark filing for American Riviera Orchard included a vast range of products, from edible treats like jellies and jams to home goods, tableware, and even gardening tools. The name "Orchard" primarily suggests food and produce. The rebrand to the more abstract *As ever* provides a much wider topical authority to encompass all these diverse categories. The new name is versatile enough to cover artisanal food products like rose wine and baking mixes, as well as lifestyle accessories and home decor, without confusing the consumer or limiting the brand's future growth.

5. Strategic Timing for a Full-Scale Launch

The American Riviera Orchard phase served as a "soft launch," generating massive publicity through social media and a limited release of its first product—a jar of homemade strawberry jam sent to a select group of friends and influencers, including designer Tracy Robbins and polo player Nacho Figueras. The official rebrand to *As ever* in March 2025 coincided with the brand’s hard launch, signaling a formal readiness to market and sell products to the general public. This timing allowed the team to resolve the trademark issues and finalize the product lines before a large-scale commercial rollout, including a rumored strategy to feature products in two American malls in the near future.

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What to Expect from *As ever*: Products and Strategy

The *As ever* brand is set to be a comprehensive lifestyle empire, capitalizing on Meghan Markle’s discerning palate and sophisticated taste. The brand's focus is on elevating everyday moments, drawing inspiration from the tranquil, high-end living of Montecito.

The Product Line: From Jams to Fine Wine

The product offerings are extensive, confirming the brand's commitment to both the kitchen and the home. The first products to gain attention were the artisanal food products, particularly the jams and jellies. However, the full scope includes:

• Gourmet Food Items: Jams, jellies, marmalades, baking mixes, and dog biscuits.
• Beverages: Teas, coffees, and a strong focus on wine, with rose wine being a rumored first public offering.
• Home & Garden: Tableware, cutlery, linens, gardening tools, and pet accessories.
• Beauty & Wellness: Fragrances, body lotions, and other self-care items.

The Archewell Connection and Netflix Partnership

The success of *As ever* is intertwined with the Archewell ecosystem. Meghan and Prince Harry have a multiyear, first-look creative partnership with Netflix through Archewell Productions. This media connection is expected to provide significant promotional opportunities for the lifestyle brand, potentially through complementary docuseries or programs that showcase the Montecito lifestyle, entertaining, and cooking—themes central to *As ever* and reminiscent of The Tig. The Duchess of Sussex is strategically leveraging her media profile to ensure the brand's visibility and success in the highly competitive lifestyle market.

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The launch of *As ever* is more than just a business venture; it is a carefully calculated move to solidify Meghan Markle's post-royal identity as a tastemaker and entrepreneur. By resolving the trademark woes of American Riviera Orchard and pivoting to a name that is both personal and scalable, the Duchess has set the stage for a major player in the global lifestyle industry, proving that even a minor setback can be transformed into a powerful, fresh start.