Meghan Markle’s Rebranding Journey: "As Ever"
Former royal Meghan Markle has taken a significant step in her entrepreneurial journey with the rebranding of her lifestyle company into “As Ever.” This announcement, made just weeks before the premiere of her upcoming Netflix series, has captured the attention of fans and followers worldwide.
The Genesis of a Brand
Markle’s brand evolution began in earnest last March when she unveiled the concept of “American Riviera Orchard.” Initially, the name suggested a quaint business focused on artisanal goods, specifically homemade preserves. The launch generated excitement, and notable celebrities even received limited samples. However, as much as anticipation grew, substantial products never materialized, leaving some of her followers in suspense. The website that accompanied the launch primarily functioned as an email collector, signaling interest but lacking in tangible offerings.
A New Direction
In a video shared via Instagram, Markle introduced her revamped brand, “As Ever.” She highlighted the discomfort she felt with the previous name, which she felt was limiting. Reports surfaced suggesting legal issues with trademarking “American Riviera Orchard” led to the strategic shift. Nonetheless, Markle’s determination to create a lifestyle brand reflective of her personal interests remained intact.
Navigating Complications
However, the rebranding came with unexpected hiccups. Shortly after Markle’s announcement, Mark Kolski, the owner of a small clothing brand named “As Ever,” publicly addressed the coincidence. Kolski emphasized that his brand, which has been in operation since 2015, had no affiliation with Markle. He expressed gratitude for the support received from both existing and new customers while reaffirming his commitment to his own venture in clothing.
A Peek Behind the Curtain
In her Instagram video, Markle shared her excitement with a playful nod from her husband, Prince Harry, who could be heard saying, “It’s recording.” As she struck a casual tone, Markle commented, “The cat’s out of the bag,” indicating a sense of relief to finally reveal her plans after months of secrecy. She reminisced about her initial choice of the name American Riviera, explaining that it connected her to her Santa Barbara neighborhood, yet revealed it posed limitations for the brand’s growth.
Partnering with Netflix
Markle elaborated on her partnership with Netflix, stating that this collaboration significantly influenced her rebranding journey. With such backing, she felt empowered to share her passions on a broader scale. Her enthusiasm was palpable as she recounted that she had secured the name “As Ever” back in 2022, heralding a new chapter for her lifestyle project.
Embracing Her Passions
On this platform, Markle expressed her eagerness to rediscover her roots as a lifestyle curator, akin to her previous venture, The Tig. Her love for cooking, gardening, and crafting shines through, reinforcing her connection to the audience that has followed her endeavors for nearly a decade.
Markle acknowledged that fruit preserves would play a role in her product line, humorously reinforcing her affection for jams. However, she left the audience intrigued about a plethora of other offerings that align with her interests.
The Brand Aesthetic
Markle’s new branding identity is visually engaging as well. The logo, featuring a palm tree flanked by two hummingbirds, sets a vibrant and inviting tone. Additionally, the website showcases personal touches, including a photo of Markle and her daughter, Princess Lilibet, indicating a family-oriented ethos behind the brand.
The Timing of the Launch
Interestingly, this branding announcement coincides with the impending launch of her Netflix show, “With Love, Meghan,” expected to begin streaming on March 4. By intertwining her entrepreneurial efforts with her media presence, Markle seems to be strategically positioning herself in the public eye, constantly evolving her narrative and broadening her impact.
In this dynamic phase of her life, Meghan Markle’s rebranding to “As Ever” signifies more than just a business name change; it represents a moment of rediscovery, connection to her passions, and a broader vision for what her lifestyle brand can embody. With anticipation building around her new venture, fans and followers eagerly await what this former royal will bring to the table next.
