Meghan Markle Ditches 'American Riviera Orchard' Name, Brands It a 'Word Salad' – Here's Why
Meghan Markle's Brand Evolution: From American Riviera Orchard to 'As Ever'
In a surprising turn of events, Meghan Markle, the Duchess of Sussex, has officially rebranded her lifestyle brand, moving away from the initially chosen name, American Riviera Orchard. The change has sparked considerable discussion, particularly after Markle herself described the original moniker as a “word salad” in a recent conversation with Bloomberg.
The Initial Choice: American Riviera Orchard
Launched in 2024, American Riviera Orchard promised a curated collection of gourmet food gifts, candles, and tableware, all embodying a Californian lifestyle. The name itself drew inspiration from the region where Markle and her husband, Prince Harry, reside – Montecito, California, nestled along the stunning American Riviera.
Why the Change? Markle's 'Word Salad' Revelation
During an interview, Markle candidly shared her reservations about the name. She admitted it felt overly complicated and lacked clarity, playfully referring to it as a “word salad.” This candid admission offers a rare glimpse into the decision-making process behind a major branding shift.
The New Identity: As Ever
The brand is now operating under the name “As Ever.” This simpler, more elegant name reflects a shift towards a streamlined brand identity. “As Ever” evokes a sense of timelessness, sophistication, and a personal touch, aligning with the brand's focus on curated, high-quality goods. It’s a name that feels more aligned with Markle’s personal style and the brand’s overall aesthetic.
What's in the Orchard? Products and Future Plans
Despite the name change, the products remain the same. American Riviera Orchard's initial offerings, including strawberry preserves, lemon curd, and candles, are still available. The brand's future plans are reportedly ambitious, with potential expansion into new product categories and collaborations. The focus remains on showcasing the beauty and bounty of the California coast.
The Significance of the Rebrand
This rebranding isn't just about a name change; it's a strategic move to refine the brand's identity and resonate more effectively with consumers. Markle's honesty about the initial name’s shortcomings has garnered attention and positioned her as a relatable and authentic businesswoman. The shift to “As Ever” signals a commitment to clarity, simplicity, and a strong brand narrative.
A Royal Entrepreneur's Journey
Meghan Markle continues to navigate the world of entrepreneurship with grace and determination. American Riviera Orchard, now “As Ever,” represents her foray into the luxury goods market, showcasing her personal taste and entrepreneurial spirit. The rebranding episode provides valuable insights into the challenges and triumphs of building a brand in the public eye.
