Key takeaways:

• Meghan Markle rebrands her lifestyle brand from American Riviera Orchard to 'As Ever'.
• The new brand is set to launch in alignment with her Netflix series, 'With Love, Meghan'.
• The name change allows for a broader range of products beyond local California offerings.
• Meghan emphasizes a personal connection to cooking and lifestyle, reminiscent of her earlier blog, The Tig.
• The rebranding follows minor challenges with trademarking the previous name.

Meghan, Duchess of Sussex, has made headlines once again as she unveils her newly rebranded lifestyle brand, now called 'As Ever', marking a departure from the earlier name, American Riviera Orchard. The fresh identity was revealed through an engaging video on her Instagram account, where she emphasized the deeper meaning behind the name: “As Ever means ‘as it’s always been’ or ‘in the same way as always,’” she explained to her audience, echoing sentiments from her previous lifestyle blog, LA Times.

The brand transformation arrives less than a year after hinting at the launch of her original concept, which faced challenges, including trademark issues due to its geographic-specific title. The change ushers in a new era where Meghan plans to offer a variety of products that reflect her passions, such as food, gardening, and entertaining, thus broadening her market reach far beyond just locally sourced goods from California. “I want to share with you everything I cherish,” Meghan stated, emphasizing her enthusiasm to reintegrate her lifestyle expertise into her offerings, as noted by the South China Morning Post.

Her partnership with Netflix further solidifies the brand's foundation, aiming to connect the lifestyle products with her upcoming series 'With Love, Meghan', set to debut next month. According to BBC, Meghan noted the alliance is “huge” for expanding her business model into retail. She teased many unique offerings while confirming that preserves would remain a core product—“I think we’re all clear at this point that jam is my jam,” she declared.

In her announcement, Meghan also shared personal insights, revealing photographs showcasing her family, including her daughter Lilibet, which hints at the brand's familial roots and community spirit. This transition back into the lifestyle realm comes after a prolonged absence, having stepped away from social media to navigate her royal journey and then returning to launch this new venture.

With a robust vision and an established partnership, Meghan’s latest entrepreneurial chapter draws from her past while paving a fresh path that blends personal passion with professional ambition.

For details on this story, visit LA Times, BBC, and SCMP.