Meghan Markle renames lifestyle brand ‘American Riviera Orchard’ to ‘As Ever’ after trademark woes

nypost.com:

American Riviera Orchard, there’s a new brand in town.Meghan Markle took to social media Monday night to unveil the brand new name for her lifestyle business venture, revealing it will now be called “As Ever.”“The cat’s out of the bag,” the Duchess of Sussex, 43, said in an Instagram video taken in her backyard as her husband, Prince Harry, can be heard saying, “It’s recording.”“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.”She went on, “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.”“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.”Along with the exciting announcement, the “Suits” alum, 43, also unveiled a brand new website and logo for her business venture, which features a sweet snap of her and Harry’s 3-year-old daughter, Princess Lilibet.The mom of two also described the parallels her new brand has with her former lifestyle blog, The Tig, which became defunct after she struck up a romance with the duke in 2017.“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. “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.