Meghan rebrands...again: Duchess changes name of 'American Riviera Orchard' to 'As Ever' just weeks before Netflix show as she promises Tig-inspired 'new chapter' featuring 'food, gardening and JAM'(and takes subtle swipe at royals)

Meghan Markle has revealed her rebrand of American Riviera Orchard in an 11th hour Instagram announcement filmed with Prince Harry's help that appears to include a subtle dig at the Royal Family. The Duchess of Sussex, 43, has renamed her luxury lifestyle brand 'As Ever' and launched a website with a cover photo of her holding hands with her daughter Lilibet in the California sunshine. Its launch comes just two weeks before the release of her Netflix show With Love, Meghan, after it was delayed from its original January launch date due to the LA Wildfires.

In what the Sussexes will hope will be a new money-spinner, products will include food including 'fruit preserves', as Meghan grandly called them today, adding: 'I think we’re all clear at this point that jam is my jam'. But patent applications uncovered by MailOnline suggest that As Ever will also sell textiles such as tablecloths and napkins, skincare and haircare products and throws, blankets, bedspreads and household scents such as candles and diffusers.

There will also be gardening trowels, spades and pruning shears and inside the home there will be cutlery and kitchen knives. As Ever was launched in a close-up Instagram video where Meghan gave a nod to the trademark row that saw her American Riviera Orchard application refused by the US trademark office. It features a brief cameo from Harry, who tells Meghan, 'It's recording', as he hands her the phone.

'Last year, I had thought, "American Riviera", that sounds like such a great name.' It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area', she said. And in words that some have taken as small dig at the royals and the sacrifices she felt she made when she fell in love with her husband, Meghan said she had not been able to share her passion for food and home for 'years' after she shut her lifestyle blog The Tig.

"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," she said. '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'. Meghan has rebranded American Riviera Orchard as As Ever in an Instagram video filmed by Prince Harry.

Meghan, hand in hand with a child who appears to be her daughter Lilibet, in the cover photo for her new brand's website. Meghan Markle appeared to launch her new website 'As Ever' ahead of her Netflix cookery show - before the page was mysteriously taken down. There was also a written message to go with her Instagram video, which was filmed with the help of Harry. Meghan previously announced the launch of American Riviera Orchard - but the brand has faced numerous setbacks, including trademark issues and has now been replaced.

Meghan says As Ever's products will include jam but added that it will be like The Tig and include 'cooking and crafting and gardening'. She also confirmed that Netflix is a business partner after MailOnline revealed that her products will be sold in two malls in the US at the streaming giant's new bricks and mortar store. Last night eagle-eyed royal fans sotted a new Shopify website - called As Ever - featuring a brand-new image of the Duchess.

But some claimed that they had found a Shopify store American Riviera Orchard, which has since been taken down, with some suggesting it shows that As Ever was rushed through. The rebrand was confirmed with a short Instagram video overnight/. Meghan, wearing a white linen shirt and blue jeans, told fans: '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 neighborhood; 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.

"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!. In her Instagram caption accompanying the video, she added more. "Some of you may have heard whispers about what I've been creating," she said. "In two weeks, my series on @netflix launches — but there’s something else I’ve been working on. I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into.".