One thing that we love about Meghan Markle is her passion. She’s got a passion to make a change in the world – to spread joy to as many people as she can. We know that to a lot of people she’s controversial. To us, she’s Meghan Markle, the actress, creator, blogger, and the woman who fell in love with a prince.
We know, we know – it is complicated thing.
What we do love about Meghan – well one of the things – is her being back on social media. This makes us feel like the Meghan that we loved on Suits is still there. Being royalty isn’t what defines her. She loves having a connection to people.
That’s part of the reason that we can’t wait for her Netflix show and the launch of her brand. The Duchess had launched her American Riviera Orchard previously and we were definitely excited about that. But, as we’ve all learned in life, sometimes things change.
The change here? Well American Riviera Orchard has been rebranded to As Ever. We had to think about this for a second, but TBH, we definitely like this rebrand. American Riviera felt too rich and like we couldn’t afford anything. As Ever sounds like a fairytale.
THE ANNOUNCEMENT
“The cat’s out of the bag,” Meghan said with her magnetic smile, “I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about.”
“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,” she continued in the video posted on her Instagram.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business. which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever,” she continued, making the announcement.
“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 said, giving us all nostalgia feels. “And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.”
“Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam. But there are so many more products that I I just love, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks guys!” she concluded the video.
THE POST
In addition to what she said in the video, she captioned it with, “Some of you may have heard whispers about what I’ve been creating. In two weeks, my series on @netflix 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. ‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’.”
And then continued, “If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. 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. I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating.”
THE WEBSITE
The website was also launch and it’s stunning. It shows Meghan and Princess Lilibet running (and we’re guessing playing around). We love that so much. Yes, we 1000% respect the children’s privacy, but we’re also thankful that the Duchess included her daughter for a specific reason. What is that?
Well… it is because it gives that As Ever is a family brand. It’s a brand that feels as though you can love it, because it is a brand that cares about you. Meghan Markle has (in our opinion) always portrayed that about everything – including herself – long before she became the Duchess of Sussex. We’ll stand by that statement.
See the landing page for her site below –
