Meghan Markle's big comeback: 'As Ever’ brand debut with daughter Lilibet and a Netflix series to watch for

Duchess Meghan is making headlines once again with the official launch of her new lifestyle brand, As Ever, a fresh rebranding of her previous endeavor, American Riviera Orchard. But what truly captured everyone’s attention is a rare, tender moment shared on the brand’s homepage—a photo of Meghan running on a lush green lawn with her 3-year-old daughter, Princess Lilibet, a scene brimming with familial joy.

The Duchess of Sussex, 43, made the announcement in an Instagram video on Tuesday, offering a glimpse into her latest venture and teasing its connection to her upcoming Netflix series With Love, Meghan. Though the website remains sparse with only an invitation for visitors to “save your seat at the table” by subscribing via email, it’s clear that this brand launch is about more than just lifestyle tips.

Why Meghan Rebranded Her Lifestyle Empire

During her Instagram reveal, Meghan explained the decision to change the brand’s name, saying she originally chose “American Riviera Orchard” as a nod to Santa Barbara’s nickname—the area where she and Prince Harry now reside. However, the name felt too regionally focused. Everything shifted when Netflix came on board not just as a partner for her show but also as a collaborator for her business.


The new name, “As Ever,” embodies timelessness. Meghan explained, “It means ‘as it’s always been.’” She added that the brand will allow her to fully share her love for cooking, gardening, and crafting—passions she hadn’t been able to explore publicly for the past few years.

Prince Harry even made a brief appearance in the Instagram clip, heard off-camera saying, “It’s recording,” adding a light, personal touch to the announcement.

Lifestyle Legacy: From The Tig to As Ever

For those familiar with Meghan’s past, this new venture is a natural evolution of her previous lifestyle blog, The Tig, which she shut down in 2017 ahead of marrying into the British royal family. With As Ever, Meghan seems poised to return to her lifestyle roots but with even more ambition and a global platform behind her.

Trademark documents reveal that the brand will encompass a wide range of lifestyle products, from jams and jellies to tableware and home goods. In fact, the first glimpse of As Ever’s offerings came in April 2024 when Meghan’s friends shared a strawberry jam basket surrounded by lemons on social media, hinting at a rustic yet elegant aesthetic.

'With Love, Meghan': The Series That Complements the Brand

With Love, Meghan, Meghan’s Netflix show originally set for a January debut, will now premiere on March 4 after being delayed due to the Los Angeles wildfires. The series promises a blend of cooking, gardening, and heartfelt conversations, offering practical tips alongside candid chats with Meghan’s friends, both old and new. Netflix has described the show as a marriage of “how-to’s and heartfelt moments,” perfectly aligning with the lifestyle Meghan aims to share through As Ever.

Prince Harry and Duchess Meghan’s recent holiday card already gave fans a glimpse of the family dynamic, featuring rare photos of both Archie and Lilibet. Now, with As Ever and With Love, Meghan, Meghan is opening another window into her life—one that blends family, passion, and a dash of creative entrepreneurship.

With the buzz surrounding the brand’s launch and the anticipation for her Netflix series, Duchess Meghan seems set to reclaim her place in the lifestyle world with grace and intention. Whether she’s crafting homemade jams or sharing gardening tips, Meghan’s new chapter seems rooted in authenticity and timeless elegance—a story just waiting to unfold.