Meghan Markle renames her new business As Ever in video announcement: 'The cat's out of the bag'
Meghan has a big month coming upIn a new Instagram video, Meghan Markle shared some big news about her new brand, As Ever.
The duchess, 43, shared a video to announce the news to her 1.8 million followers.
As Ever is the new name for Meghan’s business American Riviera Orchard – which she unveiled in 2024. This is the latest update on Meghan’s apparent 2025 rebrand.
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Meghan Markle announces her new brand As Ever
In a video, Meghan, wearing a white shirt and blue jeans, was talking to the camera in her garden in Montecito.
“It’s recording,” Prince Harry could be heard saying at the top of the video as he hands Meghan the phone.
“The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long,” Meghan then said.
“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,” she then continued, referring to her new Netflix series With Love, Meghan – which premieres on March 4.
She then spoke of the new direction for her business, formerly known as American Riviera Orchard.
“Last year, I thought American Riveria, that sounds like such a great name. It’s my neighbourhood, it’s a nickname for Santa Barbara. But it limited me to things that were manufactured and grown in this area,” she said.
American Riviera Orchard renamed to As Ever
The duchess continued.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,” she said.
“So I thought about it, and I’ve been waiting for a moment to share a name that I’d secured in 2022. And this is the moment.”
The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long.
“And it’s called ‘As Ever’,” she revealed.
“‘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. 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.”
Meghan marks ‘new chapter’ with her business
In the caption of the video, Meghan explained her new business direction a little more.
“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,” she wrote.
“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. Sending lots of love… As Ever, Meghan.”
What Prince Harry and Meghan Markle have done since quitting royal roles
In early 2020, the couple announced their decision to step back from royal duties. They then moved to the United States with their son Archie, who was born in 2019.
Since then, Harry and Meghan have made a string of business moves from tell-all interviews, explosive memoirs and Netflix shows.
Everything Prince Harry and Meghan Markle have done since quitting royal roles
In March 2021, Harry and Meghan sat down for a tell-all interview with Oprah Winfrey about their experiences within the monarchy.
They made some explosive allegations against the royal family. One of the most explosive saw the couple claim that there were "concerns and conversations" within the family about "how dark" their son Archie’s skin might be when he was born.
The Duchess of Sussex also said she had suicidal thoughts.
Meanwhile, Harry said he felt "trapped" within the monarchy and claimed his family cut him off financially in 2020.
Harry and Meghan's Netflix projects after leaving royal roles
Then in 2022, the duke and duchess released their Netflix series Harry & Meghan. In it, they again discussed their experience as working royals again and made some more claims.
They also delved into their childhoods and Meghan’s mother Doria Ragland featured.
Also in 2022, Meghan had released her podcast series Archetypes. It ran for 12 episodes.
Elsewhere, in early 2023, Prince Harry published this tell-all memoir Spare.
Prince Harry's allegations in memoir Spare
Once again, the prince made a series of allegations against his family. He claimed in the memoir that his older brother Prince William physically attacked him at his home in Kensington Palace in 2019 in a disagreement over Meghan.
Harry also opened up about his past drug use, which has since sparked controversy over his US visa application.
In March 2025, Meghan will release a new lifestyle series on Netflix - With Love, Meghan. It'll see the duchess give tips and tricks on crafting, cooking and gardening.
Patent applications have revealed that as well as preserves, As Ever’s product range will include textiles such as tablecloths and napkins.
As Ever will also offer home furnishing including throws, blankets, candles, and diffusers.
We can’t wait!
Read more: Meghan Markle shares glimpse of children Archie and Lilibet in new video as fans delighted
What do you think of Meghan’s new venture? Leave us a comment on our Facebook page @RoyalInsiderOfficial and then let us know!
