Meghan Markle’s New Venture: A Rebranding or Just a Rehash?

Meghan Markle is back in the spotlight, but this time with a brand that seems to have undergone a dramatic makeover.

The former royal has announced that her much-anticipated American Riviera Orchard brand has now been rebranded as As Ever.

It's a classic case of “when in doubt, rename it and pretend it was the plan all along,” wouldn't you agree?

In a recent Instagram video, Meghan made the announcement in true Markle fashion—soft-focus visuals and an overly polished production.

In a brief appearance, Prince Harry can be seen mumbling, “It's recording,” appearing more like a hesitant production assistant than a supportive husband.

Meghan, on the other hand, spoke about her new brand with a confidence that suggested she might have been scrambling to finalize her business paperwork.

She reminisced about how she initially believed American Riviera Orchard was a great name.

However, it seems the trademark office didn't share her enthusiasm, prompting the pivot to As Ever.

According to Meghan, this change allows for a wider array of products.

But what does that entail?

Well, it includes everything from jam and bedspreads to candles, gardening tools, kitchen knives, skincare, textiles, and even cutlery.

Mixing artisanal jams with pruning shears?

Now that's what I call eclectic branding.

In typical Meghan style, she couldn't resist a cheeky nod to her past struggles, claiming that her time in the royal family stifled her passion for cooking, crafting, and gardening.

Because, you know, not being able to post a sourdough recipe on social media is truly the height of royal oppression.

She also referenced her now-defunct blog, The Tig, as evidence of her expertise in domestic arts, as if that somehow qualifies her to sell anything from marmalade to mall-brand candles.

But wait, there's more.

Meghan casually mentioned that Netflix is backing not only her upcoming TV show but also her new business venture.

Apparently, one streaming deal just wasn't sufficient for an ex-royal.

As Ever products are set to be available at Netflix's physical stores in two US malls.

If that sounds desperate, hold on—it gets even juicier.

Fans recently unearthed an abandoned Shopify site for American Riviera Orchard, which vanished without a trace.

This little detail makes it painfully clear that As Ever was a last-minute pivot.

Deleting your old store before launching a new one?

Not exactly a hallmark of a solid business strategy.

Now, let's talk about the name itself: As Ever.

It sounds somewhat ambiguous, doesn't it?

Some have pointed out that it resembles a passive-aggressive way to sign off a text message rather than a luxury brand.

One witty observer even suggested it's a mash-up of “As If” and “Whatever,” which might be a more fitting name altogether.

And who ends their personal Instagram posts with their brand name?

Meghan has taken to signing off her heartfelt messages with “As Ever, Meghan,” turning even the most sincere sentiments into a low-budget marketing ploy.

Imagine if someone signed a birthday card with “Yours truly, Coca-Cola.”

According to Meghan, As Ever has been in development since 2022.

Yet, after two years, all we've seen is a hasty Instagram video, an unclear brand reveal, a product line that doesn't exist, a mysteriously deleted Shopify store, and a trademark application still pending.

Two years of effort have produced this?

At this point, even the infamous Fyre Festival seems better organized.

This isn't the first time Meghan has stumbled in her branding efforts, and it certainly won't be the last.

From the ill-fated American Riviera Orchard to the vague Archewell initiatives and the short-lived Archetypes podcast, a pattern emerges: plenty of hype but little follow-through.

The online community seems skeptical, with one unimpressed observer stating, “As Ever, still not spending a penny on her crap.” Others have remarked that they wouldn't trust anything Meghan cooked, with one user cheekily suggesting she gives off “unwashed vibes.”

With all this in mind, Meghan might want to take a step back and reconsider her business strategies.

If this is truly “As It's Always Been,” perhaps it's time for a fresh start.