Meghan Markle has a new name for her new passion project. Meet As Ever (formerly, American Riviera Orchard).
Following her and her husband’s mega-deals with Netflix and Spotify, Markle has set her sights on the lifestyle sphere and is poised to bring a little bit of Montecito to the masses. Think Chip and Joanna Gaines, meets Gwyneth Paltrow’s Goop, meets The Duchess of Sussex. Here, everything to know about Meghan Markle’s lifestyle and jam brand, As Ever.
So, what is it?
Markle is returning to her roots with As Ever. A source close to the Duchess told People that the venture “reflects everything that she loves—family, cooking, entertaining and home décor.”
The launch follows swells of rumors that Markle is positioning her post-Royal ventures as an opportunity to become the new “Ina Garten, Martha Stewart, or Joanna Gaines.” The Duchess also headed back to Netflix screens with an aptly titled show, With Love, Meghan, which is now in its second season at the streamer.
In case you forgot, Markle was the owner of a lifestyle blog called “The Tig” before becoming a Duchess—where she shared recipes, travel trips, and the occasional wine recommendation—before shutting it down following her marriage to Prince Harry. There were rumors the Duchess was reviving the defunct blog, but it looks like As Ever has taken its place.
Why is it named As Ever?
Markle originally named her brand American Riviera Orchard when she first announced it in March 2024. Apparently, Monetcito (the Santa Barbara enclave where Markle resides) is referred to as the American Riviera—mainly, for its Mediterranean climate, rolling hills, and wine vineyards.
Nearly one year later, Markle announced that she would be re-naming her brand to As Ever. The reason? The original name felt limiting and like “word salad,” according to sources.
“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,” Markle said in a February 2025 Instagram video. “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.”
Does As Ever have an Instagram or website?
As Ever does have an Instagram and website with various wines, crepe mixes, apricot spreads, and those infamous flower sprinkle available to shop.
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