Meghan Markle has officially renamed and launched her lifestyle brand, ‘As Ever.’
The Duchess of Sussex originally soft-launched the brand as ‘American Riviera Orchard’ in 2024.
Sharing the news on Instagram, Meghan explained that her Netflix series With Love, Meghan was part of the reason why she changed the name.
“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 in a candid video.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business. which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever,” she continued.
What does As Ever mean?
Meghan used the caption of her video, mentioned above, to share the meaning behind As Ever.
“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along 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,” she wrote.
When did As Ever launch?
On the day of its launch, Wednesday, April 2 2025, her first line of products completely sold out in under an hour.
“Our shelves may be empty, but my heart is full!,” the Duchess of Sussex wrote in an Instagram post. “We sold out in less than one hour, and I can’t thank you enough…for celebrating, purchasing, sharing, and believing. It’s just the start @aseverofficial ? Here we go!”
What is Meghan Markle’s As Ever?
As aforementioned, As Ever is a lifestyle brand.
The official website describes the brand as:
“Created by Meghan, Duchess of Sussex, As Ever welcomes you to a collection of products, each inspired by her long-lasting love of cooking, entertaining, and hostessing with ease.
“This curated collection has been crafted to elevate your every day and inspire moments of joy.”
As for what the products are, As Ever offers a collection of herbal teas (lemon ginger, peppermint and hibiscus), crepe mix, shortbread butter cookie mix with flower sprinkles, limited-edition wildflower honey with honeycomb and, raspberry jam.
In an Instagram post, the As Ever brand shared that there are “limited quantities for each seasonal drop.” As it’s coming to the end of spring and the start of summer in the northern hemisphere, the products have a clear summery theme with berries being a major focus.
When is the next seasonal drop?
So far in 2025, we’ve just had the spring seasonal drop of As Ever. However, on June 18, 2025, the brand shared a post to its Instagram page featuring the Duchess of Sussex walking on a bridge dressed in a white shirt, black shorts and black Wellingtons carrying a basket. The post was captioned: “
How sweet it is to be loved by you ?We love hearing all of your excitement for this week’s seasonal drop! Three more sleeps…”
The caption indicates that the next drop is at 8am on 20 June 20 PT (Pacific Time). This converts to 1am on 21 June AEST.
The next drop includes “sweet things” according to another post. It continued, “we’re bringing back your favorites, plus some delicious surprises you won’t want to miss.” So expect jams, honey, raspberries and flowers!
What was in the summer seasonal drop?
On 21 June (Australia time), the summer drop dropped! As expected, there were lots of sweet treats and other goodies. Those included flower sprinkles, herbal teas, orange blossom honey, apricot spread, crepe mix, and shortbread cookie mix (with flower sprinkles).
Like the first seasonal drop, it too sold out on its first day of sale! However, on the website, there is an option to join the waitlist for a raspberry spread. Plus, in a second post, the brand shared that it will soon be launching a wine:
“Cheers, dears! Wishing you a wonderful weekend! You’ve certainly made ours wonderful. We sold out…again! Sign up to be the first to order our debut As ever Napa Valley Rosé July 1st at 8 a.m. PT.” Which is 2 July at 1.00 am AEST
