Meghan Markle and Princess Lilibet star in new mother-daughter photo

Meghan Markle has rebranded American Riviera Orchard to As Ever. The Duchess of Sussex unveiled her new brand in an Instagram video on Monday evening. 

"It's recording," Prince Harry is heard saying in the video as he hands the phone to Meghan.

"Cat’s out of the bag," the Duchess says. "I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there's been a lot of curiosity about."

Meghan went on to reveal why the name changed from American Riviera Orchard, which was revealed last March. "Last year, I had thought, you know what, '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 explains. "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."

"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. 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 Duchess continues. "Of course, there will be fruit preserves. I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love that I use in my home, and now it's time to share it with you. So I can’t wait for you to see it. Thanks guys!" 

In the caption alongside the video, Meghan called this new chapter "an extension of what has always been" her love language. She penned, "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. ‘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."

© As Ever

She added, "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…As ever, Meghan."

The website for As Ever features a photo of Meghan and her three-year-old daughter Princess Lilibet running hand-in-hand across a vibrant, green lawn. The site invites individuals to "Save Your Seat at the Table" by subscribing with an email. 

The announcement of As Ever came two weeks ahead of the March 4 premiere of Meghan's new Netflix series With Love, Meghan. According to the streamer, "This inspiring series, produced by Meghan, Duchess of Sussex, reimagines the genre of lifestyle programming, blending practical how-to’s and candid conversation with friends, new and old. Meghan shares personal tips and tricks, embracing playfulness over perfection and highlights how easy it can be to create beauty, even in the unexpected. She and her guests roll up their sleeves in the kitchen, the garden, and beyond, and invite you to do the same."