Duchess Meghan is trying on a new crown after leaving the British monarchy: American lifestyle maven à la Martha Stewart. Not everyone's convinced.

The Duchess of Sussex has rebranded her lifestyle brand, formerly known as American Riviera Orchard, and launched a new Instagram account to mark the transformation

Before Meghan Markle was a member of the British Royal Family, she had a lifestyle blog called The Tig. Now, in her post-royal era, Meghan Markle has As Ever, another lifestyle brand with a new name, which she says is sort of an extension of the blog. If you find yourself asking what that means, you’re not alone. But we’re here to help.

In an Instagram video posted ahead of her upcoming Netflix series, the Duchess of Sussex announced her brand’s new name and its revamped focus.

Au revoir, American Riviera Orchard. Meghan, the Duchess of Sussex, has rebranded her fledgling company to As Ever just weeks after restarting her social media life under a new handle on Instagram. Meghan teased American Riviera Orchard last year with

The Duchess of Sussex's brand is called As Ever, the same name as an existing clothing brand in New York City.