Meghan, the Duchess of Sussex, has revealed a new name for her lifestyle brand, now called As Ever. Despite earlier social media teasers featuring celebrities with jars of jam from Meghan, the previous brand name, American Riviera Orchard, seems to have come to an end.
In a social media post, Meghan shared that the newly named product line will be a collaborative project with Netflix, which is set to premiere her cooking and lifestyle series, With Love, Meghan, next month.
“‘As ever’ means ‘as it’s always been,’ or some even say ‘in the same way as always,'” Meghan explained in her post. The message, filmed in a close-up shot, underscores the connection to her earlier pre-royal lifestyle blog, The Tig. Meghan noted that the new venture would seamlessly combine everything she loves: food, gardening, entertaining, mindful living, and finding joy in everyday life.
Prince Harry, currently attending the Invictus Games in Canada, can be heard briefly off-camera during the recording of the Instagram post, while their three-year-old daughter, Lilibet, is seen in the distance, set against a sunny Pacific backdrop on the As Ever website.
The former brand name, American Riviera Orchard, had referenced the area of California where Meghan and Prince Harry live. Meghan explained that it “limited me to things which were manufactured and grown in this area.” The name had been used since April 2024, when celebrities began posting pictures of jars of strawberry jam on Instagram as part of a launch that aimed to maintain an air of mystery.
However, reports suggested delays due to trademark issues with the original name. If this latest announcement signals a new jam rivalry, the Californian contender will be competing with the likes of Buckingham Palace and Windsor Castle Strawberry Preserve, priced at £7, as well as Highgrove Organic Preserve at £6.95.
The As Ever brand will be a partnership with Netflix, which, according to reports, plans to open retail stores selling merchandise related to its shows.
“Of course, there will be fruit preserves. I think we’re all clear at this point that jam is my jam,” Meghan joked. “But there are so many more products that I just love and use in my home. Now it’s time to share them with you, and I can’t wait for you to see it.”
The debut of Meghan’s TV series was delayed due to wildfires in California, which serve as the backdrop for the series. The show is expected to feature a blend of cooking, hosting tips, and celebrity guests, and will be available on Netflix starting March 4.
It has been five years since Meghan and Prince Harry stepped down as working royals and became financially independent in the United States. Meghan expressed in her post that she has “poured my heart into” this new product line.
Public opinion on Meghan is divided, with strong reactions from both supporters and critics. Her fans have praised her creativity and independence, while her detractors have dismissed the brand as “whatever.”
In her signature style, Meghan closed the post with: “As ever, Meghan.”
