Meghan relaunches lifestyle brand after trademark trouble

11 months ago, the Duchess of Sussex promised big things with the launch of her new lifestyle brand. Last March eagle-eyed social media users quickly spotted a new Instagram account called ‘American Riviera Orchard’ with the biography reading: ‘By Meghan, The Duchess of Sussex.’ Yet fast forward to the beginning of 2025 and, er, nothing much had happened with it. Instead it appeared like Meghan had turned her back on the project completely to focus on her new Netflix lifestyle show, ‘With Love, Meghan’. Well, it turns out that is half right…

The Queen of Privacy has, it transpires, binned off American Riviera Orchard – and relaunched her brand until the new and improved title ‘As Ever’. The new project is in partnership with Netflix – and will sell jam amongst other things – has been unveiled by the monarchs of Montecito on Instagram today. Claiming she had scrapped her previous brand name as it was ‘a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area’, Meghan gushed to her fans:

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.