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In a recent podcast episode, Meghan Markle addressed the criticism around the name of her lifestyle business, As Ever.
For those unfamiliar, the Duchess of Sussex premiered a new episode of Confessions of a Female Founder today, April 22, starring Kadi Lee, the founder of Highbrow Hippie.
During the meeting, Meghan discussed her choice to rename American Riviera Orchard to As Ever, admitting that she disliked the previous moniker.
The actress from Suits explained: "I had secured As Ever as a name in 2022, and then as everything started to evolve last year, and bringing in a partner the size that it was, it was just so interesting."
"You recall how I said, 'I like American Riviera as an umbrella,' and then the ability to have verticals beneath it. And maybe make the 'Orchard' really tiny. However, when it is not possible, it becomes a word salad. "I didn't love that as much," she said.
Meghan then used the "protected" name, which "had sort of been under wraps."
Prince Harry's bride explained that she and her staff worked "head down" to create a brand that "no one was sniffing around."
The mother-of-two stated that the "quiet period" was really beneficial after "spending so many years working on something, building it, and the pivots that you had to take with it."
Meghan launched her new brand As Ever in February 2025 with a selfie-style video message.
On April 2, she presented her first assortment of items, which sold out within an hour on her website.
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