Meghan, the Duchess of Sussex, explains decision to change the name of her lifestyle brand
In February this year the Duchess of Sussex made an announcement: the lifestyle brand she had introduced to the world was undergoing a significant change.
In the message to her Instagram followers, Meghan revealed the brand would receive a new name, and As Ever was unveiled to the world.
Now, months on from the social media declaration, she has explained why she ultimately made the decision.
Watch the video above.
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Meghan Markle has explained why she changed the name of her lifestyle and products brand to As Ever. Netflix
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Speaking on her Confessions of a Female Founder podcast, the 43-year-old reflected on the process of building a brand with her guest, entrepreneur Kadi Lee.
Meghan said she changed the name of her brand from American Riviera Orchard to As Ever, because she felt it became a bit of a "word salad".
''I had secured As Ever as a name in 2022, and then as everything started to evolve last year, and bringing in a partner the size that it was, and it was just so interesting.
''Because you remember, I said, 'I like American Riviera as an umbrella,' and then be able to have verticals beneath it. And maybe have the 'Orchard' really small.
"But when that's not feasible… suddenly it became this word salad. I didn't love that so much," she admitted.
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"Suddenly it became this word salad. I didn't love that so much," she said. Instagram/@meghan
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''I was like, 'OK, well let's go back to the thing that I've always loved. Let's use the name that I protected for a reason that had been sort of under wraps'''.
She explained they were then able to "focus in the quiet" and "build on something that no one was sniffing around to even see about".
As Ever, according to the brand's official website, "is a love language", featuring products to "elevate your everyday".
As Ever features products to "elevate your everyday". As Ever
Products include teas, jams and even flower sprinkles.
After the launch, Prince Harry, 40, said he was "incredibly proud" of his wife for her business venture.
It comes after Meghan's husband, Prince Harry, 40, said how "incredibly proud" he is of his wife. Netflix
Meghan has her brand, her brand new podcast and even a Netflix cooking show called With Love, Meghan.
"I am so happy for my wife and fully support absolutely everything she's done and continues to do," he told People.
"I'm incredibly proud."
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