Almost one year after announcing her lifestyle brand, formerly called American Riviera Orchard, last month Meghan Markle debuted its new name: As Ever.
In a February 18 Instagram post, Meghan revealed her decision to rebrand, saying, “Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ 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.”
Courtesy of As Ever
Speaking to People in an interview released March 3, Meghan admitted to “tons of twists and turns” when building her business, “even with the name.”
“I was figuring it out in real time,” she said, adding, “I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that. It’s a learning curve.”
In addition to renaming her brand, her Netflix show With Love, Meghan was pushed back over six weeks from its originally planned January 15 launch date to March 4 as a result of the Southern California wildfires. The show’s premiere date is finally upon the world, where she’ll be seen onscreen cooking, gardening, entertaining, and even beekeeping. Is she a “trad wife,” though?
“I like being able to do a hybrid,” she told People, adding that, even though she likes to cook, Chinese food delivery is a favorite, too. “But even when I get takeout, I will try to plate it beautifully,” she said.
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Rather than trying to seek perfection, she told the outlet, “The series is about doing what you can do, and doing it with love.”
She’s not a by-the-book trad wife, and she doesn’t consider herself an influencer, either: “I see myself as an entrepreneur and a female founder,” Meghan said. “And if the brand ends up influential, then that’s great.”
With Love, Meghan hits Netflix on March 4.