MONTECITO, Calif. — The American Riviera Orchard has officially transformed into a new brand known as As Ever, as Meghan, the Duchess of Sussex, reinvigorates her presence on social media with a fresh start on Instagram.
Last year, Meghan gave a sneak peek into American Riviera Orchard through jars of jams and preserves. This week, she launched a revamped website showcasing a rare image of her three-year-old daughter, Lilibet, enjoying a day outside with her mother on a beautifully maintained lawn.
In a video shared on her new Instagram handle, @Meghan, the Duchess expressed that the original name, which is inspired by her residence in Santa Barbara, felt too restrictive in its emphasis on local produce. Instead, she aims to encompass a broader selection of products under the As Ever brand.
This update arrives just weeks before the premiere of “With Love, Meghan,” her upcoming lifestyle program on Netflix. Meghan described Netflix’s collaboration as a significant milestone for her ventures.
The name As Ever was chosen by Meghan in 2022, reflecting her passion for cooking, crafting, and gardening, which she has enjoyed sharing since her days on the lifestyle blog The Tig while she starred in “Suits.” She remarked, “As Ever essentially means as it’s always been and if you 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.”
Meghan stepped away from Instagram upon her engagement to Prince Harry, later voicing concerns about the potential pitfalls of social media. A profile under the name American Riviera Orchard emerged last March, claiming to be created by Meghan, although it was unverified and primarily featured branding materials along with a waitlist option for further updates.
Trademark documents submitted to the United States Patent and Trademark Office sought protection for the American Riviera Orchard name across various goods, including textiles, cutlery, jellies, jams, and numerous types of food spreads as well as beverage ware. The trademark application for this name is still under review, with an extension requested last November.
As for the new brand, the application for the As Ever trademark reportedly began in September, covering comparable goods and services. As Ever has been registered under a different legal entity than American Riviera. There has not yet been a comment from Meghan’s representative, Kyle Boulia, regarding the changes.
Supporters of Meghan and her distinguished jam-loving recipients need not be concerned; she assured everyone, “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 with you.”
