MEGHAN Markle has announced she’s changing the name of her lifestyle brand American Riviera Orchard.
In a new video, shared on her Instagram account today, the Duchess of Sussex told followers she was “thrilled” to introduce them to As Ever.
The selfie clip – shot in what appears to be her and Prince Harry’s garden at their mansion in Montecito – begins with the duke playfully saying: “It’s recording.”
Meghan – wearing a loose fitting white shirt and jeans – giggles before adding: “Cat’s out of the bag. I’m shocked we’ve kept this secret for so long.”
She said American Riviera Orchard is a nickname for where she grew up in Santa Barbara – which as previously reported, has caused her trademark issues.
Meghan did not mention such matters in her video, however, and instead said the name “limited” her to selling items manufactured only from the area.
As Ever, the duchess explained, was secured in 2022.
She promised fans she will still be selling jams, saying “my jam is my jam”, but As Ever opens up more opportunities and is tied to her upcoming Netflix show With Love, Meghan.
TRADEMARK BLOW
The name change comes after the duchess suffered a blow in a bid to secure a trademark for her new homewares empire.
She has been told by officials she can’t have exclusive rights to ‘American Riviera’ because it is a commonly used place name to describe the California coast.
Further hitches included Meghan and her team filling in the official forms incorrectly, and failing to send enough cash.
And their application wasn’t even signed.
Her team, led by top US attorney Marjorie Witter Norman under Meghan’s fledgling Mama Knows Best LLC firm, applied to the Patent and Trademark Office in the States for legal protection to exclusively trade using the name ‘American Riviera Orchard’.
But the application, filed in March, was rejected leaving her with just three months to amend the request – or it will be removed from the register.
In her new Instagram post, she went on to say: “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’.
“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. Sending lots of love…“
Earlier this month, royal expert Tom Quinn told The Sun, Meghan was left “upset” after some people criticised the “gimmicky” rumoured products her yet un-launched new brand will sell.
The author of revelatory new book Yes Ma’Am, The Secret Life of Royal Servants said her concerns had had a negative impact on her relationship with Harry.
The lifestyle brand has faced a number of hurdles, with its Instagram and website quietly going live in March last year.
Meghan is reportedly planning to launch a bottle of rosé and it’ll be one of the first items available for the public to buy.
However, some have hailed wine as being a “gimmicky and uninteresting” and even dubbed it as “Lady Petrol.”
THE MEGHAN SHOW
It comes after the Sussexes’ appeared at the Invictus Games together last week.
The pair made numerous appearances at the games – held in Vancouver and Whistler from February 8 – 16 – but some accused Meghan of show-stealing antics.
Prince Harry, 40, and Meghan cosied up to one another showing PDA at the opening ceremony.
Meghan also squealed with fear as she tried tubing down a slope.
Royal author Norman claimed on The Sun’s Royal Exclusive show: “It looked kind of like the Meghan show.
“Looks like she was trying to muscle in and make us or a PR event for herself rather than about the athletes.
“She was there making sure she was set to stage more than Harry was, as a matter of fact.”
During the opening ceremony, Meghan also took part in an “impromptu” introduction for Harry – in which she gushed over the Prince‘s parenting skills.
Royal reporter Bronte Coy added: “She’s coming across now as a Hollywood influencer, and that seems to be the image she’s wanting to present.”
Despite jetting home to the couple’s Montecito mansion to look after Archie, five, and Lilibet, three, Meghan posted a Valentine’s day kissing shot on her Instagram page to pay tribute to Prince Harry.
The pair spent Valentine’s Day apart, with Harry remaining at the Invictus Games.
The event, established by ex-soldier Harry in 2014, involves a line-up of sporting events for injured military servicemen and women.
After Meghan caught her private jet back home, Harry relaxed over a beer with former New Zealand captain Richie McCaw, 44.
They were spotted in the stands at the wheelchair rugby – as the USA and Australia battled it out for the bronze medal.
In snaps from the game, the solo prince can be seen smiling, chatting and cheers-ing with the retired rugby star – who was twice part of the World Cup winning side for the All Blacks.
What do we know about Meghan Markle's new cooking show, With Love, Meghan?
MEGHAN Markle's new Netflix documentary trailer shows her cooking with Hollywood pals.
The Duchess of Sussex gave fans an insight into her show, With Love, Meghan, which airs on January 15.
There will be eight 33 minute episodes featuring a host of Meg’s various Hollywood friends trying her simple, yet “elevated”, food.
A montage of various clips in the nearly two minute video showed Meghan walking through vegetable patches and fields.
She was also filmed browsing through florists hand selecting beautiful flowers for table arrangements, showing off her creative side.
The Duchess even tried her hand at beekeeping, fully suited up, as she collected honey.
In the exciting new trailer, Meghan shared: “I’ve always loved taking something pretty ordinary and elevating it.
“Surprising people with moments that let them know I was really thinking of them.
“I’m going to share some little tips and tricks. I see what colour I gravitate to, and everything goes from there. And how you incorporate these practices every day.
“This is about connecting with friends.. I love that we’re doing this together for the first time. Making new friends.. and just learning.
“We’re not in the pursuit of perfection. We’re in the pursuit of joy. I have to get it totally wrong, to get it totally right.”
The trailer showcased many “candid” moments, from Meghan accidentally squeezing some lemon juice in her eye, to knocking freshly baked goodies off a plate.
Prince Harry featured at the end of the video, embracing his wife in a warm hug.
