Meghan Markle ‘Is Taking a Big Gamble’ With As Ever Rebrand Ahead of Netflix Show Debut

She’s starting over yet again. Nearly a year after launching American Riviera Orchard with a mysterious website and a limited batch of jams sent to celebrities, Meghan Markle breathlessly announced a rebrand of her company in a February 18 Instagram video, seemingly filmed by husband Prince Harry in their Montecito, California, backyard.

Acknowledging that there’s been “a lot of curiosity” about her business, Meghan, 43, revealed that she changed the name to As Ever. On the revamped website, she posted the new logo over a photo of her with her daughter, Lilibet, 3.

“I will keep sharing behind the scenes tidbits with you here as we ramp up to launch,” she wrote in the caption. “I can’t wait for you to get your hands on everything we’ve been creating.” It’s already been a long wait. “When is she going to stop teasing everyone?” asks a source. “This rebrand seems like a last-minute decision, and some say it reeks of desperation.”

The change came just two weeks before the delayed launch of her lifestyle show, With Love, Meghan, which will no doubt be used to promote her brand, “because Netflix is involved with the business as well,” adds the source. “Meghan is taking a big gamble that her fans will continue to support her through this seemingly endless hype.” While she reportedly faced trademark issues on her old name and logo, Meghan gave a different explanation for the rebrand. American Riviera Orchard, she explained, “limited me to things that were just manufactured and grown in this area.”

Sources Say It’s Now or Never for Meghan Markle’s ‘As Ever’ Rebrand

She also revealed she “secured” the name As Ever (which could run into its own trademark issues) in 2022. “Many people questioned why she didn’t just call it that in the first place,” says the source. “Especially because it seems like she’s always been planning to sell the same products: food and home and gardening goods, and of course, her jam.”

Meghan’s critics believe this is her last chance to make something happen, especially since her ventures with Spotify and Netflix so far have produced lackluster results. “As Ever must succeed, and the Netflix show has got to click with viewers,” says the source. “It’s sink or swim time.”