Meghan Markle's New Brand: What Most People Get Wrong

Honestly, if you’ve been following the royal soap opera for the last few years, you probably thought you knew exactly what was coming when the Duchess of Sussex first teased a grainy, sepia-toned video on Instagram. We all saw the calligraphy. We saw the Montecito kitchen. We definitely saw the jam. But Meghan Markle’s new brand has turned into something way more complex than just a high-end pantry project. It’s been a wild ride of trademark snags, sudden rebrands, and a massive Netflix partnership that basically changed the whole game plan.

Most people still call it American Riviera Orchard. That's the name that broke the internet back in March 2024. But here’s the thing: it isn't actually called that anymore. If you go looking for that specific name in 2026, you’re looking at a ghost.

The brand is now officially known as As Ever.

It’s a name she actually secured way back in 2022, long before the world ever heard of "American Riviera." She made the switch official in early 2025, right around the time her Netflix show With Love, Meghan finally hit our screens. Why the change? Well, apparently "American Riviera" was a bit of a legal nightmare. The US Patent and Trademark Office (USPTO) wasn't too thrilled about her trademarking a nickname for a specific geographic area like Santa Barbara. Plus, it limited her. If she wanted to sell stuff made in the UK or elsewhere, that "American Riviera" tag was kinda like a pair of golden handcuffs.

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The Pivot from Orchard to "As Ever"

You’ve got to hand it to her; the rebrand was smooth. She started signing off her Instagram posts with "As ever, Meghan," and most of us just thought she was being polite. Typical Meghan. But it was a breadcrumb trail.

When the brand finally did its big, proper launch on April 2, 2025, it wasn't just about jam. It was a full-blown lifestyle takeover. We’re talking flower sprinkles, raspberry spreads in keepsake jars, and a whole line of herbal teas. And people went nuts. Every single product sold out in less than an hour. She literally posted on Instagram saying, "Our shelves may be empty, but my heart is full!"

It’s easy to forget how much work goes into this stuff behind the scenes. Between the trademark rejections (there was a 145-page document at one point!) and the logistics of shipping jars of honey across the country, it wasn't exactly an overnight success.

What can you actually buy now?

If you head over to the site today, it’s a mix of "I need this" and "Wait, how much?" She’s leaning hard into the "unwind" aesthetic.

• The Signature Fruit Spread Gift Box: This is the big one. Raspberry, Orange Marmalade, and Strawberry. It’ll set you back about $42.
• Honey Duo: Wildflower and Orange Blossom honey for $62.
• The "Fell Asleep Here" Bookmark: This one is super personal. It’s a black leather bookmark with gold stamping in Meghan’s own handwriting. It’s been a huge hit for the 2026 "unwind set."
• Herbal Teas: Hibiscus, Lemon Ginger, and Peppermint for around $14 a tin.

The brand has basically become a physical extension of her old blog, The Tig. It’s that same "elevated everyday" vibe, just with a much bigger budget and a Netflix crew following her around.

The Netflix Connection Nobody Talks About

This is where it gets interesting. Netflix isn't just streaming her show; they’re actually a business partner in Meghan Markle’s new brand. That is a massive distinction. Most celebs just sign a talent deal. Meghan signed a partnership.

This means that when you see her drizzling wildflower honey onto a tart in With Love, Meghan, you can usually go online and buy that exact honey five minutes later. It’s "shoppable TV" but done with a lot more class than a QVC segment. The show itself, which premiered in March 2025, features her cooking and gardening with friends like Chrissy Teigen and Tan France. It’s shot at a stunning farmhouse in Montecito (not her actual house, for privacy reasons, which makes sense).

But it’s not all sunshine and strawberry jam. There have been some glitches. In late 2025, the website had a major meltdown where it showed thousands of jars in stock when they were actually sold out. It caused a bit of a PR headache. Then there’s the price point. Let’s be real: $64 for a candle (the Signature No. 084, if you're wondering) is a lot. It’s definitely aimed at a specific audience.

Why the Brand Actually Matters

People love to criticize the Duchess, but Meghan Markle’s new brand is a masterclass in modern celebrity commerce. She didn't just slap her name on a perfume. She built an ecosystem. You have the show for the "why," the products for the "how," and the Instagram for the "community."

It’s also a bit of a bridge back to the UK. Her latest 2026 releases, like the leather bookmark, are actually produced in Britain. It’s a subtle nod to her life before she moved back to California. Business-wise, it’s working. Some reports suggest she’s moved over 800,000 boxes of fruit spread, pulling in millions in revenue.

Critics say it’s too curated. Fans say it’s aspirational. Honestly? It’s probably both.

How to get the "As Ever" look without the price tag

If you aren't ready to drop $60 on honey, you can still take some notes from the brand's philosophy. It’s basically about "thoughtful living."

1. Focus on the packaging. Meghan’s big thing is keepsake containers. If you buy a nice jar of jam from the grocery store, wash it out and use it for pens or "love notes" like she suggests.
2. Elevate the basics. She talks about "flower sprinkles" for food. You can do that with edible dried petals for a few bucks.
3. The signature scent. If you don't want the $64 candle, look for notes of Sandalwood and California Poppy to get that Montecito vibe in your own living room.

The transition from the short-lived American Riviera Orchard to the more global As Ever shows that she's playing the long game. She isn't just trying to sell you a jar of jam; she’s trying to sell you a lifestyle that feels "as it's always been"—or at least, as she wants it to be now.

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If you’re looking to grab something from the next drop, your best bet is to sign up for the waitlist on the official site. The limited-edition stuff, like the orange blossom honey, tends to disappear in under ten minutes. Keep an eye on the Netflix House pop-up shops too, as they’ve started carrying physical stock in major US cities this year.

Make sure to double-check the URL before you buy, though. There are still a few "spoof" sites floating around from the early days of the rebrand that redirect to charities or anti-poverty campaigns. Stick to the verified links from her official Instagram to make sure your money is actually going toward that lavender-scented "unwind" kit.