Meghan, Duchess of Sussex, has reintroduced her lifestyle brand, now named As Ever, and launched a new website. The site features a rare photo of her daughter, Lilibet, as part of the announcement. Meghan shared the news through a post on Instagram on Monday.
In the video, she expressed her excitement about her upcoming project, saying, “I’m shocked we’ve kept this a secret for so long. In two weeks, my show is coming out, which I’m thrilled about. And also, my business, which I know a lot of people have been curious about.”
Meghan explained that last year, she had considered naming the brand “American Riviera” as it reflects the Santa Barbara region, where she lives. However, she realized that name would restrict her to products made only in that area. She revealed that she had secured the name As Ever in 2022 and had been waiting to share it publicly.
The name As Ever reflects Meghan’s long-standing passions, including cooking, crafting, and gardening, interests she has enjoyed sharing with her followers since 2014 through her blog The Tig. She expressed excitement at being able to share these aspects of her life more openly again after some time.
Additionally, Meghan unveiled the first product from American Riviera Orchard—a jar of strawberry jam—sent to influencers and friends in April 2024.
Information about Meghan’s brand, As Ever, has remained relatively scarce, with the website being minimal and the brand’s Instagram account consisting of just nine posts that together form a large version of its logo.
During her post on Monday, Meghan reassured followers that fruit preserves, including jam, would continue to be part of As Ever. She humorously added, “I think we’re all clear at this point that jam is my jam.”
This announcement comes just two weeks ahead of the launch of With Love, Meghan, a Netflix lifestyle series starring the Duchess. Originally scheduled for release on January 15, the series was delayed due to the destructive wildfires in Southern California and is now set to premiere on March 4.
The series is produced in collaboration with Archewell Productions, the production company founded by Meghan and Prince Harry. Netflix has also worked with the couple on other documentary-style projects, including Harry & Meghan, which delved into their relationship with the royal family and their transition to life in the United States after stepping down from their royal roles.
Meghan also revealed in her post that Netflix had become a partner in her As Ever business.