Meghan Markle has relaunched her lifestyle brand under a new name, and its new website also includes a photo of Princess Lilibet front and center.
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00:00It's recording."
00:03That's Prince Harry manning the camera as wife Meghan Markle unveils her new lifestyle
00:07brand on Instagram — out, the short-lived American Riviera Orchard, in, the timeless
00:13As Ever.
00:14"'As Ever' essentially means, as it's always been. And if you've followed me since 2014
00:20with the TIG, you know I've always loved cooking and crafting and gardening."
00:23And Prince Harry isn't the only family member involved in the big relaunch. Take a look
00:28at Princess Lilibet on the As Ever website, hand-in-hand with her mom, her long red hair
00:33covering her face.
00:35Several royal watchers took issue not with the rebranding, but with Meghan using her
00:39daughter to promote the brand, which appears to be just a reskin of American Riviera Orchard,
00:45which was scrapped over trademark issues. One ex-user commented,
00:49"'She's using her kid to recapture her relevance. Gross!'
00:53Another wrote,
00:54"'Are they running low on money? Time to start monetizing the kids!'
00:58Meghan may not be having money woes, but her rebrand has been a bit of a PR nightmare.
01:01The duchess claims that the switch to As Ever was because the name American Riviera Orchard
01:06was too limiting.
01:07"'It's my neighborhood. It's a nickname for Santa Barbara. But it limited me to things
01:12that were just manufactured and grown in this area.'"
01:17Things like this famous jam sent exclusively to Meghan's famous friends, and now it's all
01:22that remains of the ARO brand.
01:24I think we're all clear at this point that jam is my jam."
01:27But the U.S. Patent and Trademark Office rejected her ARO application in August 2024, so there's
01:33more going on here with the name change than just Meghan reconsidering the scope of her
01:38project.
01:39And then there's the new logo, a palm tree surrounded by hummingbirds, a favorite of
01:43Prince Harry's.
01:44"'Papa is a bird watcher, so this is a really big moment for me.'"
01:51That logo might not last long.
01:53The Daily Mail reports that the mayor of a small town on the Spanish island of Mallorca
01:57wants a change, because it looks too much like the Hamlets' historic coat of arms.
02:01And The Sun reports that a small New York-based clothing company also called As Ever is refusing
02:06to change its name and exploring all possibilities regarding taking legal action.
02:11But that could prove tricky considering who is in Meghan's corner.
02:14The former suit star revealed in the selfie-style video that streaming giant Netflix is backing
02:19the As Ever brand.
02:21"'Then Netflix came on not just as my partner in the show, but as my partner in my business,
02:27which was huge.'"
02:29The Daily Mail reveals that the partnership means Meghan's products will appear in Netflix-branded
02:34stores in two mega-malls outside Dallas and Philadelphia.
02:37And her new lifestyle show, With Love, Meghan, drops on the streamer on March 4th, after
02:42being delayed over the California wildfires.
02:45Harry appears briefly in the trailer, holding a mimosa, but it's unknown if Lilibet or Archie
02:49will make an appearance.
02:51Meghan did feature her kids in a January Instagram post related to the show, so that could be
02:56a sign of their inclusion.
02:57On a sad note, Meghan's rescue dog, Guy, recently passed away, and he featured prominently in
03:03the trailer.
03:04Peaceful day.
03:05Come on, Guy!
03:06In a memorial post, we see Archie holding Guy's leash while visiting a farm with dad
03:13Harry.
03:15The post's upload also included a photo of Meghan sitting on the grass with Lilibet in
03:18a setting similar to the As Ever branding photo.