Why Did Meghan Markle Change The Name Of Her Company?

2025 has been the year of Meghan Markle’s return to the spotlight. Between her Netflix series With Love, Meghan, her podcast Confessions of a Female Founder, and her famous jam going on sale, the Duchess of Sussex has stayed booked and busy. Speaking of that jam (and the cookies and edible flowers and tea…) Meghan’s lifestyle brand has already undergone some changes in the short time it’s been around. When Meghan first announced the company in 2024, it had the name American Riviera Orchard. But, in February 2025, a few months before the first product launch, Meghan announced a rebrand.

On February 18, 2025, Meghan took to Instagram to announce the new name for her brand: As Ever. “I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into,” she wrote in the caption of the post. “‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always.’ 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 every day.”

But why did she make the switch? Let’s investigate why Meghan Markle changed the name of her company to As Ever.

Why did Meghan Markle change the name of her lifestyle brand?

It turns out that Meghan had the name As Ever in her back pocket for a while. “You know, I had secured As Ever as a name in 2022,” she shared on her podcast on April 22, 2025. But, she was first going to give the name American Riviera a try.

“As everything started to evolve last year and bringing in a partner the size that it was [Netflix], and it was just so interesting because you remember, I said, ‘I like American Riviera as an umbrella. And then to be able to have verticals beneath it. And maybe have the Orchard [line be] really small,'” she shared. “But when that’s not feasible, suddenly it became this word salad.”

So, instead of trying to make that “word salad” work, Meghan returned to the original name. “I said, ‘Okay, well, let’s go back to the thing that I’ve always loved. Let’s use the name that I had protected for a reason, that had been sort of under wraps.'”

Meghan also addressed the name change in that February Instagram. “Last year, I had thought, ‘American Riviera, that sounds like such a great name,'” she said. “It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area. Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.”

So, the name As Ever is actually even more personal to Meghan, which makes sense for a brand that’s so close to her heart. Now, if only they could get moving on a jam restock soon.