Meghan Markle Explains Name Change: Why 'American Riviera Orchard' Became 'As Ever'
In a recent podcast appearance, Meghan Markle, the Duchess of Sussex, has finally shed light on the surprising name change of her lifestyle brand. Initially launched as American Riviera Orchard, the brand has now been rebranded as 'As Ever.' This decision has sparked curiosity and speculation among fans and industry observers alike, and Markle's explanation offers a fascinating glimpse into the brand's evolution and her creative process.
During the podcast episode, the 43-year-old Markle revealed that the original name, while evocative, presented some challenges. She described 'American Riviera Orchard' as becoming a bit of a “word salad,” admitting that it felt overly complicated and lacked a certain clarity. The term “Riviera” itself, while conjuring images of glamour and sophistication, proved to be a source of confusion for some, potentially limiting the brand's accessibility and appeal.
“It became apparent that the name, while beautiful in concept, wasn't quite landing the way we’d hoped,” Markle explained. “It felt a little… much. And ultimately, we wanted something that felt more authentic, more personal, and more representative of the brand’s ethos.”
The name 'As Ever' was chosen as a deliberate shift towards simplicity and a sense of enduring quality. It’s a phrase Markle has reportedly used frequently in her personal correspondence, imbuing it with a sense of familiarity and warmth. It reflects a desire to connect with consumers on a more intimate level, conveying a feeling of timeless elegance and understated luxury.
The brand itself focuses on a curated selection of lifestyle products, including citrus-infused candles, jams, and other artisanal goods. The change in name signifies more than just a rebranding exercise; it represents a deeper commitment to the brand’s values and a desire to create a lasting legacy. The ‘As Ever’ moniker suggests a brand that is constant, reliable, and rooted in tradition, while also embracing a modern sensibility.
Industry experts believe that the name change is a strategic move that could significantly benefit the brand in the long run. By opting for a simpler, more memorable name, American Riviera Orchard – now 'As Ever' – can broaden its appeal and resonate with a wider audience. It’s a testament to Markle’s business acumen and her ability to adapt and evolve in a rapidly changing market.
Markle's explanation highlights the importance of careful consideration when branding a business. It underscores the need for a name that is not only aesthetically pleasing but also clear, concise, and reflective of the brand’s identity. 'As Ever' proves that sometimes, less is more, and that authenticity and simplicity can be powerful tools for building a lasting brand.
