Just weeks before Netflix premieres Meghan Markle's lifestyle series, "With Love, Meghan," the Duchess of Sussex announced her lifestyle brand's new name.

Meghan Markle unveils As Ever, the newest name for her lifestyle business, which she intends to launch in tandem with her upcoming Netflix series.

The “Suits” alum explained via Instagram on Monday that the original name, American Riviera Orchard, “limited” her lifestyle brand.

Duchess of Sussex Meghan Markle announced her lifestyle brand As Ever, and included a photo with daughter Princess Lilibet on the website.

"This new chapter is an extension of what has always been my love language," the Duchess of Sussex wrote on Instagram.

Broadcaster Dee Dee Dunleavy discusses Meghan Markle rebranding American Riviera Orchard to As Ever amid backlash over the logo's striking resemblance to a coat of arms from a village in Mallorca.

Why did Meghan name the brand As Ever? As she explained in her Instagram announcement, “‘As ever’ means ‘as it’s always b

Meghan Markle has relaunched her lifestyle brand under a new name, introducing a fresh new era that captures the brand's original bespoke charm. Taking a more personal branding approach, As Ever is a refined evolution complete with a sleek new crest and classy calligraphic wordmark that celebrates the Dutchess' creative side.

Meghan Markle was "desperate" to reveal her new brand's name to replace American Riviera Orchard, a royal expert has said. Speaking to Express.co.uk, royal expert Richard Fitzwilliams suggested Meghan could have felt rushed to share the new brand name As Ever so that it could coincide with the launch of new Netflix series next month.