Meghan, Duchess of Sussex, has relaunched her lifestyle brand under the name As Ever, replacing the short-lived American Riviera Orchard. The rebrand, announced via Instagram, ties directly to her upcoming Netflix series With Love, Meghan and signals a shift toward broader product offerings beyond jam. Here’s what you need to know.
Why the Name Change?
- Original Concept Limits: American Riviera Orchard referenced Meghan’s California home but restricted products to locally made goods. As Ever aims for a wider scope, including home, garden, and wellness items.
- Trademark Hurdles: Reports suggest delays due to legal conflicts over the original brand name.
- Personal Branding: Meghan linked As Ever to her pre-royal blog The Tig, emphasizing continuity in her passion for “thoughtful living.”
What’s in the New Lifestyle Range?
- Jam Wars: The lineup includes strawberry jam, positioning Meghan against UK royal brands like Highgrove Organic Preserve (£6.95) and Buckingham Palace Strawberry Preserve (£7).
- Expanded Offerings: Expect gardening tools, kitchenware, and hosting essentials, described as products Meghan “uses in my home.”
- Netflix Collaboration: As Ever products will tie into her Netflix show With Love, Meghan, premiering March 4. Netflix plans to sell merchandise linked to its shows, creating a direct sales channel.
Meghan As Ever brand | Netflix’s Role in the Rebrand
- Content-Commerce Strategy: The streaming giant will promote As Ever through the show, blending cooking demos, celebrity interviews, and lifestyle tips.
- Delayed Launch: Wildfires in California postponed the series, which films in Meghan’s local area.
- Financial Independence: The venture marks five years since Meghan and Prince Harry left royal duties, relying on deals like their $100M Netflix contract.
Public Reaction: Support and Skepticism
- Fan Base: Supporters praise Meghan’s entrepreneurial spirit, calling the rebrand “authentic” and “inspiring.”
- Critics: Opponents mock the name (“As Ever? Whatever.”) and question the timing amid ongoing royal family tensions.
- Market Competition: Analysts note crowded luxury lifestyle markets, but Meghan’s global profile could carve a niche.
Challenges Ahead
- Reputation Risks: Meghan’s polarizing image may affect sales. Social media reactions are already split.
- Quality Concerns: Early American Riviera Orchard jam samples sent to influencers drew mixed reviews.
- Supply Chain: Sourcing ethically made products at scale could strain the brand’s launch.
What’s Next for As Ever?
- March Launch: The Netflix show debut will drive initial sales. Watch for celebrity endorsements.
- Retail Expansion: Netflix may open pop-up shops or online stores for As Ever merchandise.
- Long-Term Goals: Success hinges on balancing premium pricing with mass appeal. If jam sales thrive, expect rapid product rollouts.
Final Take
Meghan’s rebrand reflects her desire to control her narrative beyond royal constraints. While the As Ever launch has buzz, converting curiosity into loyalty requires delivering quality and authenticity. For fans, it’s a chance to buy into her lifestyle vision. For skeptics, it’s another chapter in the Sussexes’ commercial saga.
Stay updated: Follow As Ever’s launch and share your thoughts on whether Meghan’s brand can rival royal household names.
