Meghan Markle renames her lifestyle company As Ever. Everything we know about The Tig-inspired brand.

Meghan Markle’s new lifestyle company has been a journey.

Nearly a year after she first announced the lifestyle brand, the Suits alum shared an update on Feb. 18 that the business, which still hasn’t launched, has been renamed. Formerly known as American Riviera Orchard, Markle has rebranded it As Ever. It will debut on March 4, coinciding with the premiere of her Netflix series, With Love, Meghan.

“In two weeks, my show is coming out, which I’m so excited for,” the Duchess of Sussex said. “And also my business, which I think there has been a lot of curiosity about.”

Of the name change, Markle, who lives in Montecito, Calif., said, “Last year, I had thought: American Riviera, that sounds like such a great name. It’s my neighborhood. It’s a nickname for Santa Barbara. But it limited me to things that were just manufactured and grown in this area. Then, Netflix came on, not just as my partner in the show but as my partner in my business, which was huge. So I thought about it, and 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.”

Markle said her new business picks up where her lifestyle blog, The Tig, left off.

“As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening — this is what I do," she said. “And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.”

Markle previously sent out samples of her jam to her famous friends, including the actresses Mindy Kaling and Abigail Spencer, ahead of the business launch, and she promised it will still be part of the line.

"Of course, there will be fruit preserves,” she said. “I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love that I use in my home, and now it's time to share them with you. So I just can’t wait for you to see it.”

Markle’s business is a family affair. Prince Harry helped record her video, you can hear him briefly at the start of the video. On the website for As Ever, there’s an image of Markle walking in the grass with her 3-year-old daughter, Lilibet. The couple’s son, Archie, is 5.

A new logo for the brand includes a palm tree with two hummingbirds.

Markle first announced the company in March 2024, but, as is typical for her, as a favorite target of the tabloids, she faced backlash over the name.

According to the trademark application for As Ever, Markle hopes to sell cookbooks (print and e-book), tableware, wallpaper, garden tools, household linens, beads for crafting, wine bags, skin care prep, candles, meditation blankets, picture frames and live plants. The jams are also noted on the application as well as chocolate, sauces, birdseed and alcoholic beverages, except beers.

The trademark is also for "retail store services and online retail store services,” so there’s the possibility of a brick and mortar store. It also notes how it’s for the “creation, development and production of motion picture films, television series, short films, audiovisual series, web series, video podcasts and videos.”

March 2025 will be a big month for Markle, with the release of her lifestyle show, With Love, Meghan. In it, Markle shares “personal tips and tricks,” from her kitchen and home, as well as “candid conversation with friends, new and old.” Kaling and Spencer are among the guests.

The eight-episode series was to premiere in January but was pushed back as the Los Angeles wildfires erupted to March 4.

Spencer, who has known Markle since 2011, after they met on the set of Suits, told People magazine that the show will give viewers “an authentic look at the woman that I love and know.” “It’s really from her heart," she said of her friend. "It really is with love.”

Spencer added that people are also “gonna learn a lot. I learned a lot from her, and she actually gets to teach me something on the show.”

The series, directed by Michael Steed, finished filming last summer. It’s produced by Archewell Productions, Markle’s company with Harry, as part of their reported $100 million deal with the streaming company.