Meghan Markle Renames Brand to As Ever, Cites 'Word Salad'

Meghan Markle discussed the reasons behind rebranding her lifestyle business from American Riviera Orchard to As Ever on her podcast, citing that the original name became a 'word salad' and felt unwieldy as her brand evolved. She explained that she had secured the As Ever name as early as 2022, and the shift allowed her and her team to focus quietly on building the business without external scrutiny. Trademark concerns also played a role, as American Riviera Orchard faced issues due to restrictions on geographical names and ingredient sourcing. Markle expressed relief at ultimately returning to a name she had always loved and protected, describing the transition period as a valuable learning experience. She acknowledged making mistakes along the way and appreciated the grace shown by her supporters during the rebranding process.