Meghan Markle breaks silence on brand backlash and why she changed the name

Meghan Markle addressed the controversy over her brand's name change from American Riviera Orchard to As Ever

By TCP News Desk April 23, 2025

Meghan Markle is finally setting the record straight on the branding chaos surrounding her latest lifestyle venture and she’s not holding back.

In the latest episode of her Confessions of a Female Founder podcast, the Duchess of Sussex addressed the swirling controversy over her brand's name change from American Riviera Orchard to As Ever, after critics questioned both the pivot and the logo’s resemblance to a Majorcan village’s symbol.

Meghan, 43, revealed that “As Ever” had actually been her original idea all along, long before American Riviera even launched.

“I had secured As Ever as a name in 2022,” Meghan told her guest Kadi Lee, co-founder of Highbrow Hippie. “And then as everything started to evolve last year, and bringing in a partner the size that it was, it was just so interesting.”

The Duchess explained that the original concept, American Riviera Orchard, began to feel too messy and limiting.

“It became this word salad… and I didn’t love that so much,” Meghan admitted. “I said, 'Let’s go back to the thing I’ve always loved. Let’s use the name that I protected for a reason.’”

The decision to rebrand came after a quiet period of building behind the scenes, Meghan added, describing that time as “really helpful” for clarity and creative focus.

The candid chat marks Meghan’s first public comments since critics accused her of copying a historic Spanish logo and questioned the direction of her brand identity.

What is Meghan Markle's podcast about?

Meghan Markle's new podcast focuses on thought-provoking conversations, social issues, and personal storytelling, similar to her previous podcast Archetypes, which explored gender stereotypes and how they shape women's lives.

The new show is likely to align with Lemonada Media’s focus on socially conscious and narrative-driven content. Given Meghan’s previous interests, it includes discussions about women’s empowerment, mental health, and media representation.