In February of this year, the Duchess of Sussex, Meghan Markle, made waves with a significant announcement regarding her lifestyle brand. Through a heartfelt message to her Instagram followers, she revealed that her brand, previously known as American Riviera Orchard, would be rebranded as As Ever. This change marked a pivotal moment in her entrepreneurial journey, and as the months have passed, Meghan has opened up about the motivations behind this decision.
In a recent episode of her podcast, “Confessions of a Female Founder,” Meghan delved into the evolution of her brand alongside entrepreneur Kadi Lee. She candidly reflected on the challenges and triumphs of building a brand from the ground up. One of the key reasons for the name change was her realization that the original name had become somewhat convoluted. Meghan described it as a “word salad,” indicating that the complexity of the name did not resonate with her vision for the brand.
“I had secured As Ever as a name in 2022,” Meghan explained. “As everything started to evolve last year, and bringing in a partner the size that it was, it was just so interesting.” Initially, she had envisioned American Riviera as an umbrella brand with various verticals beneath it, but as the concept developed, it became clear that the name was too cumbersome. “Suddenly it became this word salad. I didn’t love that so much,” she admitted, emphasizing her desire for clarity and simplicity in branding.
The decision to revert to a name she had previously protected was a strategic move. Meghan expressed her relief at being able to “focus in the quiet” and build a brand that was not under constant scrutiny. As Ever, according to the brand’s official website, is described as a “love language,” featuring products designed to “elevate your everyday.” The offerings include a delightful range of items such as teas, jams, and even flower sprinkles, all curated to enhance daily living.
The rebranding has not only been a personal triumph for Meghan but has also garnered support from her husband, Prince Harry. He has publicly expressed his pride in her entrepreneurial spirit, stating, “I am so happy for my wife and fully support absolutely everything she’s done and continues to do.” His encouragement underscores the collaborative spirit that defines their partnership, as they both navigate their respective ventures in the public eye.
As Ever represents more than just a name change; it embodies Meghan’s commitment to creating a brand that resonates with authenticity and purpose. The transition reflects her journey as a businesswoman, navigating the complexities of branding while staying true to her values. With a new identity, Meghan is poised to carve out a unique space in the lifestyle market, one that reflects her vision and passion.
In addition to her brand, Meghan has expanded her creative endeavors with a podcast and a Netflix cooking show titled “With Love, Meghan.” These projects further illustrate her multifaceted approach to entrepreneurship, blending her interests in lifestyle, wellness, and storytelling.
As the brand continues to grow, Meghan’s journey serves as an inspiration to many aspiring entrepreneurs, particularly women seeking to carve their own paths in business. Her ability to adapt and evolve in response to challenges is a testament to her resilience and determination. With As Ever, Meghan Markle is not just building a brand; she is cultivating a community centered around love, connection, and the celebration of everyday moments.
