New York: Meghan Markle unveils As Ever, her newly rebranded lifestyle brand, marking an exciting new chapter. The Duchess of Sussex announced on Instagram, introducing a website that features what appears to be a rare photo of her daughter, Lilibet.
A Surprise Announcement
The former ‘Suits’ actress shared the exciting news in a video post. “I’m shocked we’ve kept this a secret for so long,” Meghan said. She revealed that not only is her new brand launching, but her Netflix lifestyle series, ‘With Love, Meghan’, is also on the way.
Meghan originally considered naming her brand American Riviera as a nod to Santa Barbara, where she and Prince Harry reside. However, she felt the name was too limiting. Instead, she secured the ‘As Ever’ trademark in 2022 and has been waiting for the right time to share it with the world.
What ‘As Ever’ Represents
Meghan explained that ‘As Ever’ embodies her longtime passion for cooking, crafting, and gardening. Fans of her former lifestyle blog, ‘The Tig’, will remember her love for these activities. “This is what I do,” she said, emphasizing that she is now able to share her creative pursuits more openly.
The first glimpse of her brand came in April 2024, when she introduced ‘American Riviera Orchard’ and gifted jars of homemade strawberry jam to influencers and friends. While details about the brand have been scarce, Meghan reassured her followers that fruit preserves will continue to be a staple of ‘As Ever’. “I think we’re all clear at this point that jam is my jam,” she joked.
A New Business and Netflix Collaboration
The As Ever announcement comes just weeks before the launch of ‘With Love, Meghan’, a Netflix series focusing on lifestyle and well-being. Initially set to premiere on January 15, the show was postponed until March 4 due to the devastating wildfires in Southern California.
Produced by Archewell Productions, Meghan and Prince Harry’s company, the series will highlight elements of the ‘As Ever’ brand. Meghan also revealed that Netflix has become a partner in her business, further solidifying their working relationship.
What’s Next for ‘As Eve’r?
Although the brand’s official website and Instagram presence remain minimal, Meghan’s fans eagerly anticipate more details. The launch of her lifestyle brand marks a new chapter in her journey, allowing her to connect with audiences through food, home decor, and sustainable living.
With her Netflix show and business venture aligning, Meghan’s latest endeavor reflects her passion for a refined yet approachable lifestyle. As more products and offerings emerge, ‘As Ever’ is set to become a brand that embodies timeless elegance and creativity.
