Topline
Nearly a year after launching her lifestyle brand American Riviera Orchard, Meghan Markle said Tuesday she will now call her company “As Ever” in a relaunch, with products ranging from pet food to yoga gear, home decor and cookbooks—as Markle prepares to debut a Netflix show.
The new branding is a nod to Markle’s former lifestyle blog “The Tig.”
Getty ImagesKey Facts
Markle announced the rebranding of American Rivera Orchard—a reference to her home in Santa Barbara, California—on Instagram, saying the renamed label As Ever is an “extension” of The Tig, Markle’s former lifestyle blog.
It’s not immediately clear when As Ever will launch (a website for the company includes a subscription for updates about product releases).
The rebrand comes ahead of the release of Markle’s Netflix show, “With Love, Meghan,” on March 4, as Markle called Netflix a “partner in my business.”
Markle appeared to hint at the name of the company’s rebrand on social media in recent weeks by closing her Instagram posts with “As ever, Meghan.”
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What Will Markle’s ‘as Ever’ Sell?
Markle said the new company will feature the same products sold under the American Riviera Orchard, including fruit preserves and “many more products,” though she did not specify. A trademark filing from September shows the company registered as an LLC in Delaware with plans to sell several products online, including soaps, shampoos, gardening tools, jewelry, furniture, kitchenware, wallpaper, yoga gear, sauces, coffee, alcoholic beverages and stationary, among others. The filing also suggests the company will sell streaming content, in addition to films, TV series, newsletters and books. It’s unclear whether goods sold by As Ever will be manufactured and produced by the company.
What Is The Tig?
Markle launched her lifestyle blog The Tig—a reference to the wine label Tignanello—in 2014, on which she interviewed celebrities, talked about fashion and revealed details of her early life and career as an actress. She closed the site in April 2017, months before her engagement to Prince Harry.
Key Background
Markle rose to fame as an actress with roles in “Get Him to the Greek” and “Horrible Bosses” before starring in the TV series “Suits” through 2017. An engagement between Markle and Harry—the youngest of two sons of Princess Diana and King Charles III—was announced shortly after Markle departed the show in 2017. They married in May 2018 and Markle gave birth to Prince Archie of Sussex in May 2019. The royal couple announced in January 2020 they would step down as senior royals, citing mistreatment by the British media and racism within the Royal Family. Since then, Harry and Markle launched the audio and video production company Archewell and signed $100 million and $20 million deals with Netflix and Spotify, respectively.
Further Reading
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