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Meghan Markle has announced a significant shift in her entrepreneurial endeavours, rebranding her lifestyle brand from “American Riviera Orchard” to “As Ever.” This change has garnered widespread attention and sparked various discussions.
Meghan Markle’s Surprise Business Move: ‘As Ever’ Replaces Original Brand
Meghan, the Duchess of Sussex, unveiled the new brand name, ‘As Ever,’ in a heartfelt video on her Instagram account. She shared that the change was inspired by her diverse interests in cooking, gardening, entertaining, and overall lifestyle content, as well as her partnership with Netflix and the growth of her business.
‘As Ever’ Emerges: A Brand Redefined
Markle has indicated that ‘As Ever’ signifies continuity and her long-standing passions. It suggests a sense of timelessness and authenticity, aligning with her personal values. The name ‘As Ever’ reflects Meghan’s commitment to her passions and her desire to create a timeless and authentic brand. Besides an Instagram account, ‘As Ever’ has a new website featuring a photo of Harry and Meghan’s daughter, Princess Lilibet.
From ‘American Riviera Orchard’ to ‘As Ever’
‘American Riviera’ is a well-known nickname for the Santa Barbara region in California, where Meghan Markle and Prince Harry reside in Montecito. The name aimed to evoke the area’s lush landscapes, favourable climate, and established food and wine culture.
The brand was initially launched to reflect Meghan Markle’s personal passions and lifestyle. Early signs of the brand’s direction included the distribution of limited-edition jars of strawberry jam to friends and influencers. The brand was intended to encompass a range of cooking, entertaining, and home decor products.
Challenges and Limitations
As Meghan Markle herself indicated, the ‘American Riviera Orchard’ name proved geographically limiting. The name restricted the brand’s potential to products and content tied explicitly to the Santa Barbara region, and trademark issues arose. This led to trademark issues and a need for a more versatile brand name.
The initial public response of the brand was one of high interest. The distribution of the jam and the general announcement of the brand created a lot of social media buzz.
In essence, ‘American Riviera Orchard’ was conceived as a brand that would embody the spirit of Meghan Markle’s lifestyle in her Santa Barbara home.
Controversy and Considerations
The rebranding has not been without its challenges. Reports indicate that a New York City-based clothing brand also operates under the name ‘As Ever,’ raising potential trademark concerns. This could lead to legal disputes or the need for a coexistence agreement. There has also been commentary regarding the logo and its similarity to other existing logos.
As the brand is still in its developmental stages, there is a sense of anticipation and excitement for the innovative and high-quality offerings that it will bring to the market.
