Meghan Markle has changed the name of her lifestyle brand from American Riviera Orchard to As Ever — but the swap was years in the making.
The name was changed to reflect the expansive range of products that will be offered — and to suggest something geographically broader and more expansive than ARO, which referred to Meghan and Prince Harry‘s adopted California home (i.e. “American Riviera”), Us learned.
While the Duchess of Sussex, 43, will indeed be sharing things created and grown at home, the brand’s vision is larger in scope. Meghan also has a personal connection to the new name, Us understands.
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Meghan has always loved the phrase “As Ever” — used to convey “as it’s always been” — and has signed off letters using the phrase for years.
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Us understands that Meghan registered the company name years ago before making the official change earlier this week.
The brand will officially launch in the spring of 2025.
Meghan announced the name change via Instagram on Monday, February 17.
“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 the video.
Meghan said she confirmed the name change when “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.”
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“As Ever essentially means ‘as it’s always been,’ and if you’ve followed me since 2014 with The Tig [her former lifestyle blog], you know I’ve always loved cooking and crafting and gardening — this is what I do,” the duchess 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 as things are starting to trickle out there, I wanted you to hear it from me first,” she added.
Meghan dropped Easter eggs about the name change before it was officially announced. Since launching her personal Instagram account on January 1, Meghan has signed off almost every post with the term “as ever.”
The only posts in which Meghan didn’t use the phrase was her first New Year’s Day post, which had no caption, as well as a post about Prince Harry’s Invictus Games on February 9.
Us Weekly
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