The lifestyle brand of Meghan Markle, America Riviera Orchard, is undergoing a complete rebranding which also includes a new Instagram account. The new name of the brand, As Ever, was announced by Meghan on February 18 through a video and she also launched a new website, featuring a never-before-seen photo of her and daughter Lilibet.
Meghan Markle creates an account for ‘As Ever’
The new Instagram account, @aseverofficial, was announced in a shared Instagram post with her personal account, where she returned on January 1, 2025 after seven years of absence. Alongside a photo of Meghan pouring honey over a croissant – next to what appears to be her famous strawberry jam – the caption read: ‘You’re warmly invited: As Ever, coming Spring 2025.‘ Visitors to the brand’s website are invited to leave their email address to ‘reserve their seat at the table’ for updates.
‘The cat’s out of the bag,’ says Meghan in the video. ‘I’m amazed we’ve been able to keep this a secret for so long.’ She also confirmed that her Netflix series, With Love, Meghan, premieres on March 4.
Why Meghan Markle changed the name
The Duchess of Sussex also explained why she changed the name of her brand from American Riviera Orchard to As Ever: ‘Last year, I thought, “American Riviera, that sounds like a great name.” But it constrained me to products made or grown only in this region. Then, Netflix not only became my partner for the show, but also my business partner. So I thought, and I waited for the right moment to reveal a name I had secured back in 2022. This is that moment, and the name is As Ever.’
In the video, Meghan assures that one product will certainly be available, her well-known strawberry jam. She doesn’t reveal much about the rest of the range, only that they are products she ‘loves’, and ‘can’t wait to show us.’ On the morning of February 19, the As Ever Instagram account already had 641,000 followers. The profile picture features the brand’s logo on a gold background and the page description simply states: ‘By @meghan. Established 2025‘.
