Meghan Markle Opens Up About the Journey Behind Her Brand 'As Ever' and Lessons from the Rebrand
Why Meghan Markle Ditched 'American Riviera Orchard' for 'As Ever'
In a rare and candid interview, Meghan Markle is finally setting the record straight about the origins and evolution of her lifestyle brand, now known as As Ever. During a heartfelt conversation on the Confessions of a Female Founder podcast, the Duchess of Sussex opened up about the strategic pivot away from her brand's original name, American Riviera Orchard, and the challenges that led her to make the change.
From Orchard to Ever: A Rebranding Rooted in Strategy
Meghan shared that while American Riviera Orchard was initially envisioned as a broader brand umbrella for products like honey, jams, and breakfast mixes, legal complexities—particularly involving the geographic reference to Santa Barbara—prompted a shift.
“I had secured As Ever as a name back in 2022,” she revealed on the podcast hosted by Lemonada Media and Kadi Lee of Highbrow Hippie.
She explained that as her vision for the brand grew and new partners came on board, the original idea started to feel cluttered.
“It became a bit of a word salad,” she admitted, referring to the layered branding approach she originally had in mind.
The Value of Moving Quietly: Avoiding Outside Noise
According to Meghan, the rebranding process was not just strategic—it was intentional in terms of privacy and focus.
“I said, let’s go back to the thing I’ve always loved. Let’s use the name I protected for a reason,” she said. “It had been under wraps, and we were able to focus in the quiet and build something no one was sniffing around to even notice.”
This "quiet period," as she called it, allowed her team to fine-tune their approach without external pressure or media scrutiny.
Why 'As Ever' Feels More Authentic to Meghan’s Vision
The Duchess reflected on how As Ever resonates more deeply with her long-term goals for the brand. While she had once envisioned a multi-layered branding model, she now sees value in simplicity and authenticity.
“It was really, really helpful to have that quiet period,” she added, emphasizing the importance of creating something meaningful out of public view.
Podcast Guests and the Bigger Message
This appearance marks the third episode of Confessions of a Female Founder, where Meghan explores themes of entrepreneurship, branding, and leadership. Previous guests have included Reshma Saujani of Girls Who Code and Whitney Wolfe Herd, CEO of Bumble.
Through these conversations, Meghan aims to shed light on the real challenges women face in business, particularly when navigating public opinion, brand identity, and personal growth.
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