Meghan Markle Reflects on ‘Learning Curve’ After As Ever Brand Launch Missteps

In March 2024, the Duchess of Sussex, Meghan Markle, unveiled her lifestyle brand initially named American Riviera Orchard. However, she later decided to rebrand it as As Ever. The change reflects her evolving vision for the brand, which aims to encapsulate her personal style and values.

The announcement of American Riviera Orchard generated significant public interest, given Markle’s high-profile status and her previous endeavors in the fashion and lifestyle industry. However, as the launch date approached, she recognized that the brand needed a name that resonated more closely with her vision and mission. The decision to rename it to As Ever is indicative of her desire for the brand to embody a lasting quality and connection with her audience.

The rebranding of As Ever aims to create a lifestyle that emphasizes sustainability, quality, and ethics. Through this brand, Markle seeks to offer products that are thoughtfully designed and produced. The shift in branding is not only about the name itself but also about the direction Markle wants to take her offerings. She aims to promote a holistic lifestyle that encourages well-being and mindfulness, focusing on both functionality and aesthetics.

Markle has been known for her passion for social issues and her commitment to empowering women, which will be reflected in the brand’s values. As Ever will strive to support ethical practices and sustainable sourcing, aligning with the growing demand for conscious consumerism. This approach seeks to connect with a demographic that is increasingly concerned about the impact of their purchases on the environment and society.

In the competitive market of lifestyle brands, differentiation is crucial, and Markle’s personal story and experiences may provide a unique advantage. Having navigated the complexities of public life, her voice and perspective on lifestyle choices carry weight. She intends to leverage her platform to create a community focused on living well and making thoughtful choices.

Markle’s journey through the challenges and opportunities she has faced thus far is part of what she hopes to share through As Ever. As the brand evolves, it is expected to include a range of products, likely spanning fashion, home goods, and wellness items that resonate with Markle’s aesthetic and philosophy. Each product will aim to tell a story and connect with consumers on a deeper level, fostering loyalty and trust.

Despite some initial missteps in the brand’s launch process, Markle appears determined to refine her approach and connect more intimately with her audience. This includes acknowledging any mistakes she made along the way and using those lessons to create a more authentic and relatable brand. Her openness about the learning curve could endear her to consumers who appreciate transparency and vulnerability from public figures.

Markle’s commitment to social issues extends to the brand’s operational ethos. She envisions As Ever as not only a means of offering products but also as a platform for advocacy. Through collaborations with various organizations and initiatives, As Ever could serve as a force for good, highlighting causes such as women’s empowerment and environmental sustainability.

As Ever aims to attract a dedicated customer base that values not just the products themselves but also the lifestyle and community that comes with them. By fostering a sense of belonging and engagement, Markle hopes to create a loyal following that goes beyond transactional relationships.

In summary, the launch of As Ever by Meghan Markle represents not just the start of a lifestyle brand, but a significant endeavor aimed at cultivating a mindful, well-rounded approach to living. Through careful branding and a commitment to sustainability and ethics, Markle seeks to create a cultural impact that resonates with consumers, while also contributing positively to societal issues. The evolution from American Riviera Orchard to As Ever marks a pivotal moment in her entrepreneurial journey, where she aims to integrate her personal experiences and values into a larger movement for conscious living.