Meghan Markle’s lifestyle brand took a sharp turn on Feb. 18, 2025, when she unveiled a rebrand from American Riviera Orchard to As Ever. The Duchess of Sussex, 43, dropped the news in an Instagram video filmed by Prince Harry in their Montecito backyard, sparking a mix of confusion, scorn, and cautious hope.
Nearly a year after teasing American Riviera Orchard with a vague website and celebrity jam jars, Meghan’s latest pivot comes just two weeks before her delayed Netflix show, With Love, Meghan, hits screens on March 4.
In the video, Meghan beamed as she addressed the “lot of curiosity” about her business. She debuted a new logo—a palm tree nodding to Santa Barbara and hummingbirds tied to a personal story from Harry’s memoir, Spare—over a website photo of her with daughter Lilibet, 3. She promised fans “behind-the-scenes tidbits” as the launch nears, adding, “I can’t wait for you to get your hands on everything we’ve been creating.”
Yet, some wonder why the wait drags on. A source remarked, “When is she going to stop teasing everyone? This rebrand feels like a last-minute call, maybe even desperate.”
The rebrand hit snags fast. Hours after the announcement, Mark Kolski, owner of a New York clothing line called As Ever since 2017, flagged the name clash on Instagram. He told The Sun his small business doesn’t own the trademark but won’t budge.
Meanwhile, the logo drew flak for mirroring the 14th-century coat of arms of Porreres, Spain. Mayor Xisca Mora told El País it’s central to their identity and urged Meghan to rethink it. The duchess claimed she secured As Ever in 2022, dodging prior trademark woes with American Riviera Orchard.
Critics ask why she didn’t start there if the vision—food, home goods, and gardening items, plus her jams—stayed the same. Meghan explained the switch, saying American Riviera Orchard boxed her into local products.
“I’ve always loved cooking, crafting, and gardening,” she said. “Now I can share it again.” The Netflix tie-in looms large, with the source noting the streamer backs both the show and brand. “She’s betting big that fans stick with her through all this hype,” they added.
This isn’t Meghan’s first rodeo with rocky ventures. Her Spotify and Netflix projects have underwhelmed, putting pressure on As Ever and With Love, Meghan to deliver.
“It’s sink or swim time,” the source said. “As Ever has to succeed, and the show needs to click with viewers.”
Supporters see a fresh start, but skeptics smell a scramble. Either way, Meghan’s gamble is on, and the clock’s ticking to prove her domestic duchess dreams can fly.
Jaja has a degree in journalism and took classes in international law and business communication. Jaja’s career spans roles at prominent international media outlets, including Business Times and Brigada. As a news editor, she covered a wide range of beats, including business, economy, cryptocurrency, and personal finance. Additionally, she has successfully managed teams of writers producing content on gaming, technology, and entertainment.
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