Meghan Markle’s lifestyle brand American Riviera Orchard has undergone a sudden rebrand to “As Ever”, with the Duchess of Sussex immediately facing social media hurdles.
The 43-year-old former working royal announced the name change on Tuesday morning, alongside the launch of a new website featuring herself and daughter Lilibet.
However, the rebrand has hit an early snag as multiple Instagram handles including @AsEver and @AsEverMeghan were quickly claimed by other users before she could secure them.
The @AsEver handle is currently a private account with no profile picture or followers, whilst @AsEverByMeghan has just one follower but follows 10 accounts.
Meghan Markle suffers fresh headache as Duchess scrambles to secure Instagram handle
Getty
Several fan accounts have also emerged, including @AsEverMeghan, which follows South Korean boyband BTS but has no connection to the Duchess.
This social media challenge follows Meghan’s recent return to Instagram on New Year’s Day, when she reportedly paid to acquire the coveted @meghan handle.
Other variations like @As.Ever.Meghan and @AsEverMeghan2025 have also been claimed by fans.
Meghan explained the rebrand in an Instagram video, saying: “Last year, I had thought, ‘American Riviera’, that sounds like such a great name. It’s my neighbourhood; it’s a nickname for Santa Barbara, but it limited me.”
Meghan Markle relaunches lifestyle brand with new name
Instagram / @meghan
The change comes just two weeks before her Netflix show “With Love, Meghan” is set to launch, with Netflix now confirmed as both a show and business partner.
“As Ever essentially means as it’s always been,” Meghan said, linking the brand to her previous lifestyle blog The Tig from 2014.
Patent applications reveal As Ever will sell a wide range of products including textiles, skincare, gardening tools and household scents.
The brand’s new website features a cover photo of Meghan holding hands with three-year-old Lilibet walking barefoot across their lawn in California.
A look at Meghan Markle’s jam with the label ‘American Riviera Orchard’
Instagram / Heather Dorak
A Shopify store was briefly visible before being taken down, suggesting a rushed transition from the previous branding.
The new logo features a palm tree and two hummingbirds, replacing American Riviera Orchard’s previous design.
The rebrand follows setbacks with American Riviera Orchard, which faced trademark difficulties last year.
Meghan’s legal team had sought multiple extensions to secure the trademark after an initial rejection in August 2024.
The brand also faced opposition from lifestyle company Harry & David, who claimed their “Royal Riviera” trademark was too similar.
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The rebrand comes just two weeks ahead of Meghan’s Netflix show “With Love, Meghan”, which was delayed from its January launch date due to LA Wildfires
The Duchess was additionally told she couldn’t have exclusive rights to “American Riviera” as it’s a commonly used place name for the California coast.
The Duchess’s products will be sold through Netflix House stores in Dallas and Philadelphia malls, marking the streaming giant’s expansion into physical retail.
Sources close to Meghan have remained tight-lipped about immediate sales plans, responding only “stay tuned” when asked about the brand’s launch timeline.
The Netflix House stores are not expected to open for several months, raising questions about where As Ever products will be sold in the interim.
If Meghan’s show proves unsuccessful, her merchandise could be replaced with products from more popular Netflix programmes.