In the announcement video, Markle candidly explained why she changed the name from American Riviera to As Ever. “Last year, I had thought, ‘American Riviera, that sounds like such a great name,’” she said. “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.”
The Duchess of Sussex admitted that her partnership with Netflix changed everything. “Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,” she added. “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.”
Markle continued, “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.”
Markle and Prince Harry rarely share photos of their kids, so I’ll take whatever I can get.
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