'I believe in my soul that Meghan Markle is trolling us and I'm eating it up.'

Just when we got our hopes up that one day (any day??), we might hold in our hands Meghan Markle's American Riviera Orchard's jam, she's gone and flipped the script.

ICYMI: Meghan Markle quietly announced American Riviera Orchard back in March 2024, a lifestyle brand that was meant to sell jams, spreads and butters along with home decor, beauty and wellness products.

But aside from a few jars of (elusive) jam sent to Meghan's celeb pals, none of this, umm… happened.

Megz keeps us on the tip of our toes. My theory is that this lifestyle brand is an elaborate prank and I'm being happily swindled.

And now, the Duchess of Sussex has announced she's rebranding her lifestyle venture.

Yep, say goodbye to American Riviera Orchard. Let's have a moment of silence for this truly incredible celebrity brand name. A name that I could never remember for the life of me, and once renamed Oak Tree Renaissance (if that sounds better Meghan, email me).

But alas, the new name is As Ever. The announcement came via Instagram mere weeks before her new Netflix show With Love, Meghan is set to premiere on March 4.

Watch the trailer. Post continues after video.

In a video explaining the switch, Meghan shared her reasoning.

"Last year, I had thought, 'American Riviera, that sounds like such a great name.' It's my neighbourhood; it's a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area," she said.

The Duchess broke down her new name. "I'm thrilled to introduce you to As Ever — a brand that I created and have poured my heart into. 'As ever' means 'as it's always been' or some even say 'in the same way as always'," she captioned the post.

The business will focus on Meghan's passions for "food, gardening, entertaining, thoughtful living, and finding joy in the everyday." No mention of jam?? Weird but okay.

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A post shared by Meghan, Duchess of Sussex (@meghan)

I will purchase anything Meghan wants to sell me but let's be real: this rebrand comes after some, shall we say... setbacks.

The U.S. Patent and Trademark Office (USPTO) rejected the name of the brand back in August 2024.

First up, you can't actually trademark 'American Riviera' because, well, that's just what people call Santa Barbara.

Not happening, bestie.

Then there was this whole mess about product descriptions. Apparently, confusion was caused by the descriptions of products fitting into multiple trademark categories. For instance, Team Sussex couldn't decide if their cocktail napkins were paper or fabric. It happens to the best of us!

The plot thickens: there was already another Santa Barbara company using 'American Riviera' for candles. Awkward.

Then there's this issue of Harry & David. No, not that Harry and David, this is a US food company. They jumped into the fray in October 2024, claiming 'American Riviera Orchard' was too similar to their trademarked 'Royal Riviera'. A mess.

And just to put the cherry on top of this trademark rejection sundae, the USPTO had thoughts about the logo. Specifically, they said the 'O' in 'Orchard' was "unrecognisable". Bit harsh!

So basically, it's all been a huge headache for ol' Megz and this rebrand couldn't come soon enough.

With a Netflix special on the way and a new brand name, Meghan Markle's 2025 is all about new beginnings.

And I really hope that involves the release of some goddamn jam.

Feature image: The Duke and Duchess of Sussex/Archwell.