Meghan, Duchess of Sussex shares mood board for revamped brand
Meghan, Duchess of Sussex has shared some ideas on what her newly-revamped lifestyle brand will look like by posting a mood board packed with her inspirations.
Meghan, Duchess of Sussex has given some insight into her newly-revamped lifestyle brand by sharing a mood board.
The 43-year-old royal unveiled her company last year as American Riviera Orchard, but she has now revealed the company has been re-branded and will now launch with the name A Ever with reports suggesting trademark issues led to the change - and she's now given fans a hint about what's to come by sharing a picture packed with her inspirations.
In a post on Instagram, she wrote: "From memory lane to the memories I’m making today ... "
The accompanying picture showed a piece of paper emblazoned with the words: "Farm fresh eggs, carrots two ways, sweet treats," as well as a piece of fabric featuring the As Ever logo and a photo montage which included a picture of Meghan's late dog Guy.
The mood board also included As Ever labels for raspberry jam as well as pictures seemingly drawn by her children Prince Archie and Princess Lilibet.
The update comes after Meghan previously announced the rebranding in a video posted on Instagram revealing the decision was made after she teamed with Netflix to create her own series called 'With Love, Meghan'.
She explained in the clip: "The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about.
"Last year, I had thought, 'American Riviera, that sounds like such a great name.' It’s my neighbourhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.
"Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever."
The duchess hopes As Ever can be an extension as her now-defunct lifestyle blog The Tig, which she closed down in 2017 after she struck up a romance with Prince Harry.
She added: "As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening - this is what I do. "And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.
"Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam. But there are so many more products that I I just love, and now it's time to share them with you. So I just can’t wait for you to see it. Thanks guys!"
