The Duchess of Sussex made a major announcement today and has rebranded and relaunched the American Riviera Orchard company with a new moniker: As Ever.
Discussing the change on her personal Instagram page, Meghan shared the news that alongside her ‘With Love, Meghan’ cooking series on Netflix, she’s also created a home goods brand which will encompass her favorite domestic pastimes including cooking, gardening and entertaining.
The duchess described the update as an extension and new chapter of her previous lifestyle endeavor ‘The Tig’ which was a showcase for personally curated fashion favorites, recipes, crafts and travel adventures.
The duchess described the update saying the name ‘As Ever’ means ‘as it’s always been’ or ‘the same way as always.’ Meghan dropped clues about the name on her recent Instagram posts by signing off every post with the signature: ‘As Ever, Meghan.’
Not only will American Riviera Orchard get a new name, the company also has a new logo featuring a palm tree and two hummingbirds.
The launch rename is a precursor to the release of merchandise and products which tie-in with her new lifestyle brand. Previously, the duchess teased the launch of ARO branded strawberry jam and dog biscuits.
Many rumors have circulated that the duchess could be selling everything from pet products to stationary to wine and clothing under the new brand. It’s believed the items will be made for sale on her new website: asever.com.
Meghan’s new launch revealed the As Ever website — with a homepage which showcased herself and daughter Princess Lilibet running on the lush grounds of the Sussexes Montecito estate.
Meghan is clad in what appears to be long sleeve cream colored shirtdress (possibly the J. Crew Drapey Pleated Shirtdress) while little Lilibet is in a sleeveless pale blue dress.
In the video announcing the rebrand, Meghan wore a white button down shirt and The Bespoke Red Heart of Gold Pendant by the Gold Album Jewelry. Designed in Los Angeles, the company was founded by Hilary Muxlow.
Meghan’s ‘As Ever’ merchandise is expected to be released sometime around the premiere of her new Netflix series ‘With Love, Meghan’ which will be available to stream on March 4th.
J.Crew Shirtdress
