Meghan Rebrands Her Business: ‘As Ever’
Farewell, American Riviera Orchard.
I was scrolling Instagram later than I wanted to on Monday night but for once I am glad I was staring at my phone. Around 9pm California time, Meghan released a new video. Seated on the ground in a garden, clad in a relaxed white linen shirt and jeans, the Duchess of Sussex announced the name of her new business: As Ever.
My first thought: A pivot! And finally, an answer to the months-long questions about American Riviera Orchard, the brand Meghan debuted to much fanfare nearly a year ago. As Ever replaces ARO — but why did she switch it up? What does this new venture entail and how does it tie into her new Netflix series, With Love, Meghan?
Below, answers to all those questions and more, including those that you submitted on Instagram. What does the new logo symbolize? What happened with the ARO trademark? And is Netflix going to make jam now? (I spent many years as a corporate retail reporter at the Wall Street Journal, so I was fascinated to learn about the streaming giant’s major push into consumer products in recent years).
💭 I know you all have thoughts on As Ever because my Instagram DMs have been quite busy today. Click below and we can all discuss in the comments.
ICYMI: My early thoughts on the With Love, Meghan announcement below, along with my newsletter on ARO from last year.
So Many Thoughts on Meghan’s ‘As Ever’ Rebrand
(This may get cut off in your inbox — click here to read it in full)
Why did Meghan rename her business? And what is As Ever all about?
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