Duchess of Sussex Renames Brand to 'As Ever' Following Harry's Return from Invictus Games
Meghan Markle has delighted fans with a surprise announcement regarding her lifestyle brand, just as Harry returned home after the successful Invictus Games 2025 in Canada.
Taking to her official Instagram page, the Duchess of Sussex shared an exciting video message, revealing that her lifestyle brand, formerly known as American Riviera Orchard, has been renamed As Ever.
"Some of you may have heard whispers about what I’ve been creating. In two weeks, my series on @netflix launches — but there’s something else I’ve been working on," Meghan said in the video.
She continued, "I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into. ‘As ever’ means ‘as it’s always been’ or, as some say, ‘in the same way as always.’"
Reflecting on her previous lifestyle blog The Tig, Meghan added, "If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday."
She concluded the announcement with a heartfelt message to her followers: "I will keep sharing behind-the-scenes tidbits with you here as we ramp up to launch. I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love… As ever, Meghan."
Fans have responded with excitement, eagerly anticipating the launch of As Ever, which promises to reflect Meghan’s signature style of elegant, thoughtful living.
