Meghan Markle Debuts New ‘As Ever’ Brand: Takes Subtle Swipe at Royal Past
In the early hours of Feb. 18, 2025, Meghan Markle quietly announced the launch of her new lifestyle brand, As Ever. It replaced her previously planned business, American Riviera Orchard. However, Meghan appeared to take a subtle swipe at her royal past while talking about her newest venture on Instagram, hinting at why her brand took so long to come to fruition.
Meghan Markle subtly shades royal life in video clip
Meghan Markle has rebranded her American Riviera Orchard lifestyle brand to As Ever. The business venture will reportedly still center around the lifestyle industry.
In an Instagram video, Meghan discussed rebranding her original concept and the delays in bringing her vision to life. Speaking directly to her followers, Meghan hinted her time in the royal family had prevented her from continuing in the lifestyle space since her days as creator of The Tig.
“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,” she said.
Meghan explained that after partnering with Netflix on her lifestyle series, With Love, Meghan, her business direction shifted to a name she reportedly secured in 2022. She also hinted at why she hadn’t been able to fully immerse herself in the lifestyle space in the way she had always intended.
“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 shared.
“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.”
The As Ever website launched with a surprise cameo from Princess Lilibet
Meghan Markle’s rebranded website landing page features a stunning visual of Meghan and her daughter, Princess Lilibet. The two wear white as they run across a grassy field.
The photo is taken from far away, but Lilibet’s long, red hair is visible. Both mother and daughter are barefoot.
The brand features a new logo, consisting of a palm tree and two hummingbirds on either side. The type is in a script font.
“As ever” is how Meghan has signed all of her posts since Jan. 2. The page asks subscribers to “save your seat at the table” by adding their email address for future correspondence.
Why couldn’t Meghan Markle continue her lifestyle brand in the royal family?
Meghan Markle had to shut down her lifestyle website The Tig when she joined the royal family because of strict protocols and expectations placed on senior royals. Continuing her lifestyle blog wasn’t an option when she became engaged to Prince Harry.
The Tig was a highly personal brand where Meghan shared her opinions on food, travel, fashion, and even social issues. However, as a working royal, she was expected to align with the monarchy’s carefully controlled public image.
Meghan was reportedly advised to shut down The Tig as part of her transition into royal life. The palace likely wanted to ensure all of her public messaging went through official royal channels.
After marrying Prince Harry, Meghan was expected to focus on her royal duties rather than running an independent business. She closed The Tig in April 2017, just months before her engagement to Harry was announced.
