Royal fans, rejoice — Meghan Markle is gearing up to release her new lifestyle brand!
The Duchess of Sussex, 43, announced on February 17, 2025, that she had changed the name of the brand from American Riviera Orchard to As Ever to reflect the expansive range of products that will be offered.
“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,” Meghan said in a video posted to Instagram.
Here’s everything to know about the brand, from the release date to the types of products on offer and the controversy surrounding the name change.
Release Date
Products will be available from spring 2025, according to an Instagram post by the official As Ever account on February 19.
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Though a specific date has not been confirmed, Meghan said in her recent Instagram video that the brand’s launch will coincide with the premiere of her Netflix lifestyle docuseries, With Love, Meghan, set to be released on March 4, 2025.
Products
Meghan also revealed that As Ever will continue to make jam — the first product she teased under the brand’s previous name.
“Of course, there will be fruit preserves,” Markle said in the Instagram video. “I think we’re all clear at this point that jam is my jam. But there are so many more products that 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!”
While some of the products offered will be sourced from Meghan’s home in California, Us Weekly understands that the brand’s vision is much larger.
Though Meghan has remained tight-lipped on other products, she published a collage on Instagram that may contain some hints.
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The collage features a cocktail recipe for something named the Signature Tig Cup, which is most likely a reference to The Tig, Meghan’s former lifestyle blog which she shut down before joining the royal family.
The collage also has photos of inspirational quotes.
“Stay close to people who feel like sunshine,” reads one of the quotes. Another one reads, “I love you with all my butt. I would say heart but my butt is bigger.”
Will Prince Harry be Involved With Meghan’s New Brand?
It is not known if Meghan’s husband, Prince Harry, will be involved with promoting the brand or if he has inspired any of the products.
However, it’s worth noting that the Duke of Sussex, 40, inspired the As Ever brand logo, which features a palm tree and two hummingbirds on either side.
Us understands that the palm tree was chosen as a nod to Meghan and Harry’s home in Montecito, where they live with their two children, Prince Archie, 5, and Princess Lilibet, 3.
Meanwhile, the hummingbirds were chosen because they are a favorite of Harry’s, Us can confirm.
Controversy
Meghan revealed in her previous Instagram video that she decided to change the brand’s name to As Ever when “Netflix came on, not just as my partner in the show, but as my partner in my business.”
Us understands that Meghan registered the company name years ago before making the official change.
However, the name As Ever also belongs to a vintage clothing company based in New York and New Jersey founded in 2017.
“Wow and hello,” the company’s founder, Mark Kolski, began a statement shared via Instagram on Tuesday, February 18, after Meghan announced the name change.
“I want to say thank you to all the old friends who know and love our small family brand As Ever, and also say hi to all those that have just become aware we exist. In the last 36 hours, there has been an outpouring of support and concern regarding recent events around our namesake brand,” the statement said. “We are aware. We are not affiliated.”
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Speaking to The New York Times, Kolski said he considered legal action but ultimately decided against it.
“My brother’s an attorney, and so I called him,” he told the outlet. “He’s not an intellectual property lawyer, but he did say, you know, you have some rights based on your established business.”
“I’m not trying to mount some legal offensive here,” Kolski added. “Right now, I’m just going back to work, and I’m trying to keep the awareness on my brand. If any conflict eventually arises that affects my business, I’ll evaluate that then.”
“What it feels like is out there people are making comments, and the media they want to create a rift between us, but there isn’t,” he added. “I haven’t talked to them. They haven’t talked to me. There’s no battle going on.”
