Duchess Meghan: Your lifestyle brand is now called “as ever”

“American Riviera Orchard”: Under this name, Duchess Meghan announced a new lifestyle brand last year. On Instagram, among other things, she campaigned for jams and dishes that she wanted to drive away. But the US patent office put the plans in the works that the name is misleading. The Americans understand the coastal strip around Santa Barbara, where Harry and Meghan also live as “American Riviera”. Accordingly, the products sold should also come from there. An important detail that Meghan – or her consultants – did not consider. Now the 43-year-old has announced what the product line should mean instead: “As ever”. Meghan announced this in an Instagram video. She also launched one. On the homepage, Meghan can be seen together with her daughter Lilibet, barefoot run over the lawn.

“The cat is out of the sack. I am shocked that we kept it secret for so long,” said Prince Harry’s wife in the clip, who was apparently recorded in her garden in Montecito. Meghan said: “Last year I thought: ‘American Riviera, that sounds like a great name.’ It is my area; Therefore, she thought about it and waited for the right moment, “to say a name that I had secured in 2022”.

As Meghan also announced, the streaming provider Netflix will financially support your new business model. “Netflix is ​​not only my partner for the show, but also a partner for my business. This is huge,” said Meghan in the video.

“As ever” essentially means “, as it was always,” said Meghan. “And if you have followed me with ‘The Tig’ since 2014, you know that I have always enjoyed cooking, tinkering and working in the garden.” This continues to exist with your new brand. “The Tig” was a successful blog that Meghan operated for years. It was about topics such as food, travel and fashion. After becoming known to her relationship with Prince Harry, she ended the project in 2017.

Duchess Meghan presented her lifestyle business with the name “American Riviera Orchard” in March 2024 with a corresponding website and one. In recent weeks, references to a new name of the company have been subtly on its new Instagram account with the simple name “Meghan”. There she took over “AS Ever” as a standard signature for contributions. On January 1, the mother of two unveiled her new Instagram account and has so far almost all of her contributions with “As ever, Meghan” or “As ever, M.” signed.

For the first time she used the farewell salute on January 2, when she campaigned for her upcoming lifestyle show “With Love, Meghan” on Netflix. The eight -part series was originally supposed to premiere on January 15, but the Duchess postponed the date after the fires in Los Angeles on March 4.