It was the pivot heard ‘round the internet. One minute, we were all trying to wrap our heads around the mouthful that was "American Riviera Orchard"—a name that felt like a Pinterest board had a baby with a Santa Barbara travel brochure—and the next, it was gone. Replaced. Scrapped for something punchier.
Now, we have As Ever.
Honestly, the name change caught a lot of people off guard. Why ditch a brand that had already secured headlines with high-profile jam deliveries to 50 of Meghan’s closest friends? Well, it turns out the reasons were a mix of trademark headaches and a classic case of a founder outgrowing their original vision before the first public dollar was even spent. Meghan Markle's As Ever is more than just a name on a label; it’s a full-throttle attempt to reclaim the "Tig" energy that made her a lifestyle darling long before the royal wedding was a glimmer in anyone's eye.
Why the "American Riviera" Had to Die
You’ve probably heard the rumors that the rebrand was a desperate move. Kinda, but not really. The truth is much more boring and corporate. Trademark filings for American Riviera Orchard hit significant snags at the U.S. Patent and Trademark Office. There were issues with the geographic nature of the name and some overlapping "protests" from other companies.
But beyond the legal red tape, there was a creative realization. "American Riviera" basically anchored the brand to a specific ten-mile stretch of California coast. If you want to sell global lifestyle goods, you don’t necessarily want to be stuck in a Santa Barbara-shaped box.
Meghan actually spoke about this during the relaunch. She mentioned that while she loved the nod to her Montecito home, it felt "limiting." As Ever was a name she reportedly secured way back in 2022. It’s a callback to her signature sign-off. It’s personal. It feels less like a corporate entity and more like a letter from a friend. That’s the vibe they’re chasing.
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The Netflix Factor: More Than Just a Show
If you think this is just a shop selling expensive jam, you’re missing the bigger picture. Netflix isn’t just airing the show With Love, Meghan; they are actually partners in the business itself. That’s massive.
We saw the first real fruits of this in March 2025 when the show and the brand launched simultaneously. The synergy is obvious: she cooks a recipe on screen, and you can buy the exact jam or "flower sprinkles" (yes, that’s a real product) on the website five minutes later.
What’s Actually on the Digital Shelves?
The product rollout has been... interesting. It started with the "shelf-stable" basics. You’ve got:
- Small-batch strawberry and apricot preserves.
- Wildflower honey (sometimes with the honeycomb still in it).
- Herbal teas and "crêpe mix."
- Hand-poured candles (Signature No. 519 and No. 084).
The candles are a specific point of interest for fans. No. 519 is a nod to her wedding date (May 19), and No. 084 represents her birthday. It’s "Easter egg" marketing at its finest. People aren't just buying a scent; they're buying a piece of the narrative.
The 2026 Inventory Controversy: Glitch or Growth?
Just recently, in early 2026, the brand hit a bit of a PR snag. A website glitch allegedly allowed some savvy Reddit users to see back-end inventory numbers. Suddenly, everyone was talking about "millions of dollars in unsold stock."
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Critics jumped on this as proof the brand was flopping. But if you look at how modern e-commerce works, especially for a celebrity-backed venture, having high stock levels isn't always a bad sign. You don’t prep for a global expansion with fifty jars of jam in a basement.
Reports from insiders suggest the brand is moving toward "physical retail." We’re talking about "Netflix House" locations in places like Dallas and Philly. You can’t stock a physical store if you’re only making small batches for your friends. The high inventory numbers likely point to a massive scaling effort rather than a lack of interest.
The Bookmark "Grift" and Calligraphy
The latest drop in January 2026 was a limited-edition leather bookmark. It’s tiny—about 2.75 inches—and it sold out in about ten minutes.
Some people called it a "new grift," but it’s actually a very "Meghan" product. Remember, she was a professional calligrapher before Suits. She values tactile, old-school stationery. The bookmark was bundled in something called "A Moment to Unwind" set, which included peppermint tea and honey. It’s a lifestyle "vibe" more than a practical tool.
Is a $64 tea and bookmark set for everyone? Definitely not. But the data shows there is a specific audience—mostly in the U.S.—that is absolutely eating it up.
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What Most People Get Wrong
The biggest misconception about Meghan Markle's As Ever is that it’s trying to be a discount brand. It’s not. It’s clearly aiming for that "Quiet Luxury" or "Cottagecore Elite" space.
People also assume the rebranding from American Riviera Orchard was a sign of failure. In reality, pivots happen in the startup world every single day. If the original name was going to cost millions in legal fees to defend, dropping it was the smartest business move she could have made.
Actionable Insights for the Curious
If you’re looking to engage with the brand or just curious about the hype, here’s how to navigate it:
- Sign up for the "inner circle" mailing list. The drops are infrequent and sell out within the hour. If you aren't on the list, you aren't getting the honey.
- Watch the Netflix series first. The brand makes way more sense when you see the context of the products. It’s a visual experience first, a shopping experience second.
- Check the provenance. One interesting detail about the 2026 bookmark was that it was produced in the U.K. It seems Meghan is subtly trying to maintain a bridge to her British ties through her supply chain, even if she’s physically based in California.
- Don't believe every "leak." The inventory "scandal" of 2026 showed how easily data can be misinterpreted. High stock can mean slow sales, sure, but it can also mean a company is gearing up for a massive retail partnership.
As ever, Meghan’s moves are polarizing. But whether you love the jam or hate the hype, the business model—marrying streaming content directly to a luxury product line—is a blueprint that other celebrities are already starting to copy.