The former Meghan Markle, the Duchess of Sussex, posted a video to her Instagram page in which she revealed that she has changed her brand’s name from American Riviera Orchard to “As Ever.”
Markle shared the video on her Instagram page on February 1.. “It’s recording,” Prince Harry says in the video, although he’s not seen in it.
“Some of you may have heard whispers about what I’ve been creating. In two weeks, my series on @netflix launches — but there’s something else I’ve been working on. I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into,” the video caption says, referring to Meghan’s Netflix lifestyle show.
The Duchess of Sussex Says in the Instagram Video, ‘Jam Is My Jam’
Getty and Entertainment NowMeghan Markle.
The Duchess of Sussex said in the video that her brand would still include fruit preserves. She famously sent jars of strawberry jam to some friends and celebrities in the past.
“Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam,” she said in the new video. “But there are so many more products that I just love, that I use in my home, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks, guys!”
“Cat’s out of the bag. I’m shocked we’ve kept this a secret for so long,” Meghan said in the video.
“In two weeks, my show’s coming out, which I’m so excited for,” she said. “And also, my business — which I think there’s been a lot of curiosity about.”
“Last year, I thought, you know, 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 manufactured and grown in this area,” she said.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business — which was huge.”
The Former Meghan Markle Explained the Meaning Behind Her New Brand Name, ‘As Ever’
In the caption, the Duchess explained her brand’s mission.
“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me,” it says.
“This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday. I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love…”
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