Meghan Markle aims to follow Angelina Jolie's footsteps in business with new brand As Ever

LOS ANGELES, CALIFORNIA: Meghan Markle has rebranded her business efforts from American Riviera Orchard to As Ever, and in doing so, she seems to be taking cues from actress and philanthropist Angelina Jolie.

Both women have dedicated themselves to charitable causes, with Jolie’s humanitarian efforts influencing even her children’s work. Now, Meghan appears to be adopting a similar strategy, extending her brand’s reach with a strong philanthropic message.

Meghan Markle's social media strategy

Another striking similarity between Meghan Markle and Angelina Jolie is their social media strategies.

Meghan’s official Instagram account currently follows just one other profile, her brand’s page, As Ever Official. Despite nearing two million followers, her decision to follow only her brand mirrors Jolie’s minimalistic approach.

The actress follows just 11 accounts, all tied to charitable initiatives and nonprofit organizations, a deliberate strategy reinforcing their respective commitments to philanthropy over personal branding.

The As Ever Instagram account has quickly gained traction, amassing over 650,000 followers despite posting only a single image.

The photo, presumed to feature Meghan herself, depicts a hand drizzling honey onto a croissant, accompanied by the caption, “You’re warmly invited: As ever, coming Spring 2025.”

Meghan Markle's brand rebranding: From American Riviera Orchard to As Ever

Meghan Markle’s decision to rebrand from American Riviera Orchard to As Ever has raised eyebrows.

Initially, the duchess was committed to the former name, which reflected her Santa Barbara neighborhood and its rich agricultural heritage.

However, sources suggest that trademarking issues may have prompted the shift.

In a video clip believed to have been filmed by Prince Harry, Meghan addressed the change, saying, “Cat’s out of the bag, I’m shocked we’ve kept it a secret for so long.”

She elaborated on why she reconsidered the name, explaining, “Last year, I thought, you know what, American Riviera, that sounds like such a great name. It’s my neighborhood, it’s a name for Santa Barbara. But it limited me to things that were just manufactured and grown in this area.”

Netflix, which already partners with the Duchess on the show 'With Love, Meghan', is now a key collaborator in her business efforts.

Meghan revealed that she had secured the name As Ever back in 2022 but waited for the right moment to unveil it, according to The Express.

Glimpse into Meghan Markle's As Ever’s future

Alongside the brand’s rebranding, Meghan Markle launched an official website for As Ever, which features an elegant yet simple layout.

A prominent image on the site shows Meghan running hand-in-hand with her daughter, Princess Lilibet. The website invites visitors to subscribe for updates and teases future product releases with the slogan “Save Your Seat At The Table.”

While specific details about As Ever’s product line remain undisclosed, the brand’s messaging hints at a lifestyle-oriented business focused on wellness, food, and home goods.

This is consistent with Meghan’s well-documented interests in cooking, crafting, and gardening, passions that she has often expressed but felt constrained in sharing during her time as a working royal.

“I’ve always loved cooking, 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,” she said.