Duchess Meghan shares rare photo of Princess Lilibet, launches As Ever lifestyle brand
Duchess Meghan is reintroducing her lifestyle brand with a little help from her daughter.
The Duchess of Sussex, 43, has launched a new website for As Ever, her lifestyle brand previously known as American Riviera Orchard.
The website currently has no content other than a homepage inviting followers to "save your seat at the table" by subscribing with their email address. But the homepage features a photo of Duchess Meghan running on grass with Princess Lilibet, the 3-year-old daughter she shares with Prince Harry.
In an Instagram video on Tuesday, Meghan said her business will be launching in conjunction with her new Netflix show "With Love, Meghan," and she explained why she decided to change the name.
"Last year, I had thought, 'You know what? American Riviera. That sounds like such a great name, it's my neighborhood, it's a nickname for Santa Barbara,'" Meghan said. "But it limited me to things that were just manufactured and grown in this area. Then Netflix came on not just as my partner in the show, but as my partner in my business, which was huge."
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She said the new name, which she secured in 2022, means "as it's always been."
"I've always loved cooking and crafting and gardening," she said. "This is what I do, and I haven't been able to share it with you in the same way for the past few years, but now I can."
Prince Harry could be heard off camera at the start of Meghan's clip telling his wife, "It's recording."
The Duchess of Sussex first unveiled her lifestyle brand, then called American Riviera Orchard, last year. Trademark documents indicated the name would apply to online and retail stores with lifestyle products including jams, jellies, tablecloths and tableware.
In April 2024, some of Meghan's friends shared a look at the first product from the brand on social media: a strawberry jam in a basket surrounded by lemons.
Meghan previously ran the lifestyle blog The Tig, which she shut down in 2017.
Her Netflix show "With Love, Meghan" was originally set to debut in January but was delayed until March 4 due to the Los Angeles fires. Netflix said the series will see Meghan share cooking and gardening tips, blending "practical how-to's and candid conversation with friends, new and old."
Contributing: Jay Stahl