Meghan Markle Rebrands Lifestyle Business as As Ever

Meghan Markle announced on her podcast that she rebranded her lifestyle business from American Riviera Orchard to As Ever, citing both trademark issues and her own dissatisfaction with the original name. She revealed that Netflix became a major partner as the business evolved. Trademark complications included a rejected application by the US Patent and Trademark Office over geographical names and confusion with similar brands. Markle had previously secured the As Ever name in 2022, and the rebrand allowed her team time to develop the brand out of the spotlight. The As Ever brand launched its first products in April 2025, which sold out quickly. Markle’s move is seen as part of a broader trend of royal entrepreneurship, with Princess Madeleine of Sweden also starting her own brand.