Meghan Markle Hinted at As Ever Name Change Years Ago

Meghan Markle took to Instagram on February 18 to announce she was making a major name change to her brand, American Riviera Orchard. While the news may have come as a shock to some fans, anyone who listened to one of the 12 episodes of her podcast, “Archetypes,” had heard the new name in each episode. 

The Duchess of Sussex Announces a Name Change for American Riviera Orchard

In her post, which looks to be shot at the Montecito, California, home she shares with Prince Harry and their two children, Prince Archie, five, and Princess Lilibet, three, Markle told her fans exactly why she thought changing the name of her brand was necessary. 

In the video, Markle said she believed the name American Riviera Orchard would limit what she could share within the brand name. 

Markle said, “Last year, I thought, you know what? American Riviera, that sounds like such a great name. It’s my neighborhood [and] it’s a name for Santa Barbara. But it limited me to things that were just manufactured and grown in this area.”

“This is the moment [for the announcement]. It’s called ‘As Ever’. ‘As Ever’ essentially means ‘as it’s always been,’” she further explained. 

While Prince Harry did not appear in the video, his voice can be heard at the beginning of the clip as he assures his wife that the camera was recording. 

Meghan Markle Has Been Hinting About ‘As Ever’ Since 2022

In her video, Markle revealed she had “secured” the brand name in 2022, the same year she launched her short-lived podcast, “Archetypes.”

The series aired between August 2022 and November 2022. In September, she took a short break from recording during Queen Elizabeth’s mourning period. 

As she wrapped up each episode—in which she spoke to a chosen female guest—she would say, “As ever, I’m Meghan.”

When Markle re-joined Instagram in January, she also began signing off on her posts, “As ever, Meghan,” or in a Valentine’s Day post to her husband, “As ever, M.”

Markle also told her 2 million followers that her newly named brand would launch in the Spring of 2025. 

“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 further explained in the caption.

She continued: “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.”

The name change announcement comes just a couple of weeks before her show, “With Love, Meghan,” premieres on Netflix.