Meghan Markle took to Instagram on Tuesday to reveal the name of her new lifestyle brand – ‘As Ever’.
Speaking of the name, Meghan told her 1.9 million followers: “This is the moment [for the announcement]. It’s called ‘As Ever’. ‘As Ever’ essentially means ‘as it’s always been’.”
Last year, Meghan revealed that she had been working on a new brand called American Riviera Orchard – which has now changed to ‘As Ever’.
Speaking of the name change, Meghan said: “Last year, I thought you know what, American Riviera, that sounds like such a great name, it’s my neighbourhood [and] its a name for Santa Barbara.”
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However, discussing her reason for changing the name, she said: “But it limited me to things that were just manufactured and grown in this area.”
Just hours after the name reveal, Meghan shared that her brand will be launching in “Spring 2025”. The launch will coincide with the release of her new Netflix – who are partnering with Meghan – series titled With Love, Meghan.
The eight-part series will air on March 4. It was previously due to air back in January however, due to the wildfires devastating LA, a decision was made to postpone the launch until March.
Meghan’s latest post included a picture of her sporting a yellow puff-sleeve dress. The former working royal is seen pouring honey on a croissant – seemingly hinting to fans about what type of products they can expect from As Ever. Meghan’s jam – which she previously sent to 50 friends and celebrities – is also included in the picture, with Meghan promising fans in her video that this would be one of the products.
Meghan told her followers: “Of course there will be fruit preserve. I think we’re are all clear at this point that jam is my jam. There’s so many more products that I loved [and] use in my home. It’s time to share it with you. So I can’t wait for you guys to see it. Thanks guys.”
The 43-year-old shared that she “secured” the name of her new brand back in 2022 – with it now coming to light that Meghan had been hinting at the name for some time. At the end of her Archetype podcast episodes, Meghan would sign off by saying, “As ever, I’m Meghan”.