Why did Meghan Markle change the name of her lifestyle brand? Hidden Instagram clues revealed

Celebrity royalty Meghan Markle made an official declaration on February 18 about changing the brand name from American Riviera Orchard to As Ever. Markle posted the rebranding news on Instagram through a video that revealed her reasons for the transition.

Regarding its former name, American Riviera Orchard, the lifestyle brand had its origin in Santa Barbara, California, where Markle maintains a residence with Prince Harry and their offspring. Markle recognized American Riviera Orchard did not encompass her entire branding vision. Therefore, she decided to change the brand name.

Markle is currently starting a fresh business era with her upcoming Netflix series With Love, Meghan which premieres on March 4, 2025. The new business relationship between As Ever and Netflix provides strategic support that enhances the brand's upcoming ventures.

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Why Meghan Markle felt the original name was restrictive?

American Riviera Orchard used a location reference to Santa Barbara, celebrated for its coastal charm and Mediterranean climate environment. Meghan Markle's hometown connection through naming did not expand her brand beyond its original story scope because it restricted storytelling themes.

Through her Instagram video, Markle revealed her desire for a brand name capable of exploring culinary elements along with horticultural and hosting topics. Markle selected an open-ended brand name to indicate her vision of creating an adaptable brand without geographical limits.

The business name modification corresponds with Markle's expanding role as a public figure for deliberate, intentional habits. Through this change, Markle extends the reach of her content because she drops geographical restrictions.

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How Meghan Markle dropped Instagram clues about the change?

Meghan Markle provided clues about her name change during the early month of January. Through her Instagram posts, she ended with As Ever, which sparked curiosity from her followers regarding its meaning. Markle revealed these strategic indicators through social media shortly before the brand change by sharing the company's new direction through her platform.

During her preparations, she highlighted consistent values and continuous elements aligned with the new brand name that she had introduced. The Instagram hints increased interest through careful planning because they organically led to the official announcement date of February 18.

Markle demonstrates a branding approach through this strategy because she uses extended engagement with audience members instead of focusing solely on one big reveal.

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Meghan Markle’s Netflix partnership and future plans for As Ever

Another key factor in the rebrand is Meghan Markle’s partnership with Netflix. The streaming service will not only premiere her new series, With Love, Meghan but is also collaborating on business efforts for As Ever.

This partnership signals that As Ever will likely go beyond a traditional lifestyle brand and may include multimedia projects. By integrating storytelling and visual content. Markle may be positioning the brand as a platform for more comprehensive lifestyle content.

The launch of With Love, Meghan will also allow viewers to see the brand’s themes in action, providing a complementary narrative to the products and content Markle plans to offer under the As Ever name.

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The decision to change the brand’s name to As Ever reflects Meghan Markle’s desire for a more inclusive and flexible identity. By moving away from the location-based American Riviera Orchard, Markle is expanding the brand’s scope to reflect her varied interests and evolving public persona.

Markle’s strategic Instagram hints, combined with her partnership with Netflix, indicate that As Ever is poised for growth. As she continues to expand her public projects, the rebrand signals a fresh start with new possibilities.