Meghan Markle rebrands her lifestyle venture as “As Ever,” expanding beyond luxury preserves with a Netflix partnership and a return to her pre-royal passions.

Meghan, the Duchess of Sussex, is stepping back into the spotlight with a fresh business endeavor—this time with a new name, a bigger vision, and a major Netflix partnership.

Just months after teasing her American Riviera Orchard brand, Meghan has rebranded her lifestyle company as As Ever, a name she says better reflects her aspirations beyond California’s luxury aesthetic.

The announcement came via a sleek new website and an Instagram relaunch, marking Meghan’s return to social media after years away.

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The new site even included a rare glimpse of her 3-year-old daughter, Lilibet, playing on a sun-drenched lawn—an image that immediately caught the attention of royal watchers and fans alike.

The rebrand signals a broader ambition for As Ever, expanding beyond artisanal preserves into a full-fledged lifestyle brand with a variety of products.

Meghan revealed that the name As Ever had been in her mind since 2022, reflecting a phrase she’s long used in personal correspondence. For those who followed her before she married Prince Harry, this move feels like a return to her roots.

In her pre-royal days, Meghan was a successful actress on Suits and the creator of The Tig, a popular lifestyle blog where she shared insights on food, travel, wellness, and style.

Now, with As Ever, she’s reclaiming her passion for cooking, home décor, and crafting—this time with a high-profile platform and a new business strategy.

The decision to abandon American Riviera Orchard in favor of As Ever may have been driven by more than just branding concerns.

The original name, inspired by Santa Barbara’s luxurious moniker, seemed focused on locally sourced goods. Meghan has now made it clear that her ambitions stretch far beyond California.

While she reassured fans that her much-discussed fruit preserves will remain part of the product line—”jam is my jam,” she quipped—she hinted that As Ever will feature a much wider range of home and lifestyle items.

Beyond the rebrand, Meghan’s partnership with Netflix is an unexpected but major development. The streaming giant, which already has a content deal with her and Prince Harry, is now a business partner in her lifestyle brand.

This could mean potential crossover between As Ever and Meghan’s upcoming Netflix series, With Love, Meghan, which debuts in two weeks.

While details remain scarce, the show is expected to blend personal storytelling with lifestyle content, offering a curated look into Meghan’s world—perhaps even featuring As Ever products along the way.

The business expansion comes at a pivotal moment for Meghan and Prince Harry. Since stepping back from royal duties in 2020, they have navigated a complex mix of media ventures, philanthropic work, and business pursuits.

While their Netflix documentaries and Harry’s memoir, Spare, made waves, they have also faced challenges in maintaining public interest and solidifying their post-royal careers.

With As Ever, Meghan is doubling down on a lifestyle empire, leaning into a brand that is deeply personal and reflective of her pre-royal passions.

Of course, trademark filings and legal paperwork remain in the background. Documents show that the American Riviera Orchard trademark application is still pending, with an extension filed in late 2024.

Meanwhile, As Ever was quietly registered under a different LLC in September, covering a similar range of products—from homeware and tableware to jams and textiles.

The switch in branding suggests a strategic pivot, one that could position As Ever for a broader, more global market.

Reactions to Meghan’s business revival have been mixed. Her supporters see As Ever as a natural extension of her long-standing interests, a modern and sophisticated evolution of what she started with The Tig.

Skeptics, however, question whether the venture will truly take off or if it risks being overshadowed by her royal past.

Lifestyle brands require longevity and strong consumer loyalty, something that Meghan will need to cultivate beyond her existing fanbase.

Still, there’s no denying that Meghan is once again making waves in the lifestyle world. With a Netflix-backed brand, a return to social media, and a renewed sense of creative control, As Ever is poised to become a defining chapter in her post-royal journey.

Whether it turns into a global empire or another celebrity-driven passion project remains to be seen—but for now, Meghan seems ready to reclaim her voice in the lifestyle space, on her own terms.