The new name pays tribute to Markle’s old lifestyle blog, The Tig. Getty Images
Meghan Markle is giving her lifestyle brand a fresh start. Nearly a year after launching American Riviera Orchard, she announced a rebranding on Tuesday. The new name, As Ever, will feature a wide range of products, from pet food and home decor to cookbooks and yoga gear. The announcement comes as Markle gears up for her new Netflix show, With Love, Meghan, set to premiere on March 4.
A Tribute to The Tig
Markle shared the news on Instagram, calling it As Ever an “extension” of The Tig, her former lifestyle blog. Though she hasn’t revealed an exact launch date, a website for the brand is live, offering a subscription for updates. Recently, Markle had been hinting at the rebranding by signing off her Instagram posts with "As ever, Meghan."
What Will As Ever Sell?
While the exact product lineup remains unclear, As Ever will continue selling items previously linked to American Riviera Orchard, such as fruit preserves. A trademark filing from September suggests a much broader range of offerings, including:
- Soaps, shampoos, and skincare products
- Kitchenware, furniture, and home decor
- Gardening tools and wallpaper
- Jewellery and stationery
- Yoga gear and fitness items
- Coffee, sauces, and alcoholic beverages
- Streaming content, films, books, and newsletters
It is yet to be confirmed whether Markle's company will manufacture these products or work with third-party producers.
Markle’s Journey from The Tig to As Ever
In 2014, Markle launched The Tig, a blog named after her favourite wine, Tignanello. She used the platform to interview celebrities, discuss fashion, and share personal stories. However, she shut it down in April 2017, just months before her engagement to Prince Harry.
From Actress to Entrepreneur
Markle gained fame through her acting career, appearing in films like Get Him to the Greek and Horrible Bosses before landing a lead role in the TV series Suits. After leaving the show in 2017, she married Prince Harry in May 2018. The couple welcomed their son, Prince Archie, in 2019.
In 2020, Harry and Markle announced they were stepping down as senior royals, citing media scrutiny and mistreatment. Since then, they have launched Archewell, a media production company, and signed major deals with Netflix and Spotify, valued at $100 million and $20 million, respectively.
With the relaunch of her lifestyle brand and an upcoming Netflix show, Markle continues to expand her business ventures beyond Hollywood and the royal spotlight.
