Inside Meghan Markle's New Lifestyle Brand, As Ever
Duchess Meghan Markle may not be returning to her blogging roots, but she’s about to make your pantry and vanity a whole lot more exciting. Tomorrow, March 4, 2025, Meghan Markle officially launches As Ever, her highly anticipated lifestyle brand that promises to deliver everything from vegan jams to chic tableware to face serums—and we’re intrigued.
But what exactly is As Ever, and why should you care? Here’s everything you need to know about Meghan’s latest endeavor—because let’s face it, you’re already imagining those jars of jam on your countertop.
What is As Ever?
As Ever is Meghan Markle's newly rebranded lifestyle company, set to launch on March 4, 2025. It's a comprehensive brand that encompasses home goods, food products, and lifestyle items.
In an Instagram video shared on February 18, Meghan introduced the world to As Ever, explaining the meaning behind the name. “‘As ever’ means ‘as it’s always been,’” she said. “If you’ve followed me since my days of creating The Tig, you’ll know this couldn’t be truer for me. This new chapter is an extension of what has always been my love language—beautifully weaving together everything I cherish: food, gardening, entertaining, thoughtful living, and finding joy in the everyday.”
The brand was originally called American Riviera Orchard, a nod to Santa Barbara’s nickname as “The American Riviera.” But Meghan felt the name was too limiting. “It tied me to things manufactured and grown only in this area,” she shared. The pivot to As Ever reflects a more universal ethos—one that feels like a natural evolution of her personal style.
What Will As Ever Sell?
While the full product lineup remains under wraps, Meghan has confirmed one thing: jam. “Of course there will be fruit preserves,” she said in her announcement video. “I think it’s pretty clear by now that jam is my jam.”
This isn’t just talk. In April 2024, Meghan sent samples of her small-batch strawberry jam to friends like Kris Jenner, fashion designer and businesswoman Tracy Robbins, and model Delfina Blaquier. Their Instagram posts gave us a sneak peek at the elegant packaging—and fueled speculation about what else might be in store.
Trademark filings suggest that As Ever will offer much more than preserves: it may include tableware, cookbooks, gardening tools, linens, candles, stationery, and even pet products. There’s also talk of cosmetics and fragrances—if you’re picturing a Goop-meets-Montecito aesthetic with a touch of royal flair, you’re probably on the right track.
Is Meghan’s Netflix Show Connected To the Brand?
As Ever is launching hand-in-hand with Meghan’s new Netflix series With Love, Meghan. The show promises to be an intimate look at her favorite pastimes: cooking, gardening, entertaining, and celebrating life’s simple pleasures.
In her Instagram video, Meghan revealed that Netflix isn’t just producing the show—they’re also partnering with her on As Ever. “That was huge,” she said. “I’ve been waiting for a moment to share this name that I secured back in 2022—and this is the moment.”
Guests on the series include culinary icons like Alice Waters and Roy Choi, as well as Meghan’s friend Mindy Kaling. And while Prince Harry hasn’t been officially announced as part of the lineup, we wouldn’t be surprised if he makes a cameo—perhaps taste-testing one of those jams?
What Have We Seen So Far?
So far, glimpses of As Ever have been tantalizingly sparse but undeniably stylish. The brand’s website features an aerial photo of Meghan and her daughter Lilibet running through a sunlit field—a scene straight out of a California dream. The logo includes a palm tree and two hummingbirds, subtle nods to Santa Barbara’s flora and fauna.
The Instagram account has also teased As Ever’s aesthetic: clean lines, natural textures, and an emphasis on thoughtful details. One post shows Meghan pouring honey onto a croissant at an outdoor table set with pastries and fresh fruit—a casual yet aspirational vibe that feels quintessentially her.
With As Ever set to launch tomorrow alongside With Love, Meghan, it’s clear that the Duchess is entering this new chapter with purpose—and plenty of style. Whether you’re tuning into Netflix or refreshing your browser for first dibs on those jams (we’ll be doing both), one thing is certain: Markle is redefining what it means to live thoughtfully.
So save your seat at the table—because if anyone can make us believe in the magic of everyday moments again, it’s Meghan Markle.
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