Los Angeles, CA – Meghan Markle has unveiled her latest entrepreneurial venture, rebranding her anticipated lifestyle business under the name ‘As Ever,’ in a strategic shift aimed at solidifying her position in the lifestyle and wellness industry. This new chapter replaces the previously rumored ‘American Riviera Orchard’ project, which had garnered attention but is now reportedly shelved.
According to The Telegraph, Markle filed a trademark application for ‘As Ever’, covering a broad spectrum of product categories including home goods, kitchenware, cookbooks, wellness products, and online content. The rebranding is seen as part of her larger effort to develop an independent identity beyond her royal associations, as she and Prince Harry continue to reshape their public and business personas following their 2020 exit from official royal duties.
NewsBytes noted that the brand’s vision appears rooted in Markle’s passion for home life, healthy living, and storytelling, echoing elements of her pre-royal blog, The Tig, which focused on food, travel, and personal growth. This return to lifestyle branding is seen as a natural step, especially given the surge in celebrity-backed wellness and home-focused ventures.
Insiders believe ‘As Ever’ could extend beyond physical products into media content, leveraging Markle and Prince Harry’s ongoing partnership with Netflix. According to GB News, the streaming giant is reportedly exploring collaborations that would see Markle intertwining her brand’s ethos with original content, possibly a docuseries or cooking-themed program.
Public reception to the rebranding has been divided, with supporters applauding Markle’s entrepreneurial spirit, while critics accuse her of using her royal connections to commercialize her image. Nevertheless, retail analysts suggest that ‘As Ever’ has the potential to disrupt the crowded lifestyle space, especially with its focus on authenticity, personal storytelling, and premium yet accessible products.
As People highlighted, no official launch date has been set, though industry experts anticipate a formal unveiling in mid-to-late 2025. Markle’s team remains tight-lipped about specifics, but early product testing—including jam samples reportedly sent to friends—suggests the brand will lean into artisanal, organic offerings.
If successful, ‘As Ever’ could become Markle’s signature imprint in the lifestyle sector, blending her Californian roots with the aspirational sophistication of her pre-royal life—a modern vision of “happily ever after” in business form.
