Meghan Markle Relaunches Lifestyle Brand 'As Ever'

 

Meghan, Duchess of Sussex, has relaunched her lifestyle brand with a fresh new name, "As Ever," and unveiled a redesigned website that includes a rare photo of her daughter, Lilibet.

In a video posted on Instagram on Monday, the former “Suits” actress shared her excitement about the new chapter.

"I’m shocked we’ve kept this a secret for so long. In two weeks, my show is coming out, which I’m so excited for. And also my business, which I think there’s been a lot of curiosity about,” Meghan said.

She explained how the name of the brand, “As Ever,” came to be. Originally, she had considered “American Riviera” to reflect her neighborhood in Santa Barbara, but she felt it was limiting. Instead, "As Ever" represents her ongoing love for cooking, crafting, and gardening—activities she’s been passionate about for years.

“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,” Meghan added.

The brand's first product, a line of fruit preserves, made its debut in April 2024 under the name American Riviera Orchard, with jars of strawberry jam sent to influencers and friends. Although details about the brand have been limited, its website now showcases a logo and a glimpse of what’s to come.

Meghan assured her followers that jam will continue to be a part of "As Ever." "I think we’re all clear at this point that jam is my jam,” she said with a smile.

This brand relaunch comes just weeks before the debut of Meghan's Netflix series, With Love, Meghan, a lifestyle show celebrating Southern California living. Originally scheduled to launch in January, the premiere was delayed to March 4 due to the wildfires that devastated the region earlier this year.

Produced by Archewell Productions, the company she co-founded with Prince Harry, the series marks another collaboration between the couple and Netflix. They previously worked together on the docuseries Harry & Meghan, which gave an inside look at their relationship with the royal family and their move to the U.S. after stepping down from royal duties.

Meghan also revealed that Netflix has become a partner in her lifestyle business, further cementing her growing presence in the entertainment and entrepreneurial world.