'Cat's out of the bag': Meghan announces renamed lifestyle brand

The Duchess of Sussex has made yet another move in the business world.

Her new Netflix series With Love, Meghan is set to be released in two weeks time, but in the background she's been busy working on another project.

Many have wondered what was happening with Meghan's lifestyle brand American Riviera Orchard, which she announced in 2024, and we now have an answer.

The brand will be relaunching under a new name: As Ever.

Watch the video above.

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Meghan shared the news in a new video posted to Instagram.

She appears to sit in the grounds of her home in California, with Prince Harry handing her the phone as she speaks to the camera.

"Cat's out of the bag. I'm shocked we've kept this a secret for so long," Meghan said.

She explained that alongside her upcoming show, she's been working in the background on her lifestyle business.

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While she initially loved the name American Riviera Orchard, Meghan explained that it "limited [her] to things that were just manufactured and grown in [the Santa Barbara] area".

She continued to share that Netflix had teamed up with her not just for her series but also for her business, which she says "was huge".

Meghan says she has had the brand's new name in the works for a while.

"I've been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it's called As Ever. As ever essentially means as it's always been," she said.

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"And if you've followed me since 2014 with The Tig [Meghan's now-defunct lifestyle blog], you know I've always loved cooking and crafting and gardening.

"This is what I do, and I haven't been able to share it with you in the same way for the past few years, but now I can.

Last year, Meghan soft launched her lifestyle brand with a decidedly British product – strawberry jam.

She sent the product to a select number of lucky recipients, including friends and influencers.

Only 50 jars of the exclusive jam were produced for the launch, although shoppers were able to join an online waiting list for products. We haven't heard much about the jam since then, until now.

Meghan has confirmed the brand will still include fruit preserves.

"I think we're all clear at this point that jam is my jam, but there's so many more products that I just love that I use in my home, and now it's time to share it with you," she said.

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"So I can't wait for you to see it."

In the caption of her video, Meghan shared that she's "thrilled" to introduce the new brand to the world.

"This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish – food, gardening, entertaining, thoughtful living, and finding joy in the everyday," she wrote.

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"I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can't wait for you to get your hands on everything we've been creating. Sending lots of love."

Meghan signed off the post by simply writing: "As ever, Meghan".

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