On April 2, 2025, Meghan Markle, the Duchess of Sussex, officially launched her much-anticipated lifestyle brand, As Ever, marking a significant milestone in her journey as an entrepreneur and public figure. The debut of this venture has sparked widespread curiosity, blending excitement with a touch of controversy, as Meghan steps further into the world of commerce with a vision that intertwines personal passion and curated elegance. With products ranging from artisanal preserves to herbal teas, As Ever promises to bring a slice of Meghan’s Montecito lifestyle to homes across the United States, while also reflecting her evolving identity beyond the royal spotlight.
The Birth of As Ever: From Vision to Reality
The launch of As Ever didn’t happen overnight. It’s a project that has been simmering for over a year, initially teased under the name American Riviera Orchard in 2024. That earlier iteration saw Meghan sending out limited batches of homemade raspberry jam to friends and influencers, a move that generated buzz but also hinted at the challenges ahead. Trademark disputes and logistical hurdles forced a rebrand, and in February 2025, Meghan introduced As Ever via a heartfelt Instagram video. She described it as “a brand that I created and have poured my heart into,” signaling a deeply personal investment in this endeavor.
Unlike many celebrity ventures that lean heavily on name recognition, As Ever appears to be an extension of Meghan’s own tastes and experiences. In a newsletter to subscribers, she wrote, “Ever since I can remember, I’ve been dreaming up easy ways to elevate the everyday into the exceptional.” This sentiment echoes her pre-royal days as the creator of The Tig, a lifestyle blog that showcased her love for food, travel, and meaningful connections. With As Ever, Meghan seems to be revisiting that creative space, albeit with a more polished and commercial twist.
The brand’s first collection, released on April 2, sold out in under an hour—a testament to her enduring appeal and the anticipation surrounding her next move. Items included raspberry spread in keepsake packaging, wildflower honey with honeycomb, herbal teas in flavors like peppermint and lemon ginger, and even a crepe mix. Priced between $12 and $28, these products aim to strike a balance between accessibility and luxury, though not without sparking debate about their value.
A Partnership with Netflix: Blurring Lines Between Media and Merchandise
One of the most intriguing aspects of As Ever is its collaboration with Netflix, a partnership that ties the brand to Meghan’s new show, With Love, Meghan, which premiered on March 4, 2025. The series, filmed in her Montecito home, offers viewers a glimpse into her life as she cooks, gardens, and entertains. The synergy between the show and the brand is deliberate: As Ever products feature prominently in the episodes, creating a seamless narrative of lifestyle inspiration.
In an Instagram post, Meghan expressed her surprise and gratitude for Netflix’s involvement, noting, “They chose to partner with me not only on the show but also on the brand, which was huge.” This dual venture underscores a modern approach to branding, where entertainment and commerce intersect to amplify reach. However, it’s also drawn scrutiny. Some critics argue that the integration feels overly promotional, while others question whether the products—produced in a factory rather than Meghan’s kitchen—live up to the homespun charm the show projects.
The Products: A Taste of Montecito or a Marketing Ploy?
At the heart of As Ever are its offerings, designed to evoke the laid-back luxury of Montecito, the California enclave where Meghan and Prince Harry have built their post-royal life. The raspberry spread, a nod to her earlier jam experiment, comes in a decorative box meant to double as a keepsake. The wildflower honey, priced at $28, includes a piece of honeycomb, adding a rustic touch. Meanwhile, the herbal teas and crepe mix cater to those who enjoy simple pleasures with a hint of sophistication.
Yet, the pricing has raised eyebrows. A $14 jar of raspberry spread and $15 flower petal sprinkles have led some to call it overpriced, with one X user quipping, “You paid $14 for ‘spread’ that costs 3-4 bucks at any local grocery store.” Others defend the cost, pointing to the branding and limited-edition appeal. Meghan herself has framed As Ever as “more than a brand, a love language,” suggesting that the value lies in the emotional connection rather than the raw materials.
Accusations of a “marketing ploy” have also surfaced, with outlets like the Daily Mail suggesting that the rapid sell-out was engineered through limited stock—a common tactic to create hype. Whether this was intentional or simply a miscalculation of demand, it’s clear that As Ever has tapped into a polarized audience: those who adore Meghan’s vision and those who see it as a calculated cash grab.
Challenges and Triumphs: Navigating the Spotlight
Launching As Ever hasn’t been without its hurdles. The shift from American Riviera Orchard to As Ever was prompted by trademark issues, a reminder of the legal complexities that can derail even the most well-intentioned projects. Meghan acknowledged this in an interview with PEOPLE, saying, “There were tons of twists and turns—even with the name. I was figuring it out in real-time.” Her candor about the process has endeared her to some, who appreciate the transparency of a learning curve.
The brand has also faced logistical critiques. While early marketing implied a hands-on approach, an Instagram post clarified that the products are factory-made, not crafted in Meghan’s kitchen. This revelation disappointed some fans who envisioned a more artisanal operation, though it aligns with the scale required for a national launch.
Despite these challenges, the sell-out success of the first drop speaks volumes. Meghan celebrated on Instagram, writing, “Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can’t thank you enough.” It’s a moment of triumph for a woman who has weathered intense public scrutiny since stepping away from royal duties in 2020.
What Lies Ahead for As Ever
As As Ever takes its first steps, questions linger about its future. Will it expand beyond food items into home goods or fashion, as some speculate? Meghan’s knack for storytelling—honed through years in the public eye—suggests she has more up her sleeve. The brand’s website, asever.com, hints at a broader vision, with imagery of Meghan and her daughter, Princess Lilibet, reinforcing a family-centric ethos.
For now, As Ever is a bold statement of reinvention. It’s Meghan reclaiming her narrative, blending her past as an actress and blogger with her present as a mother, wife, and entrepreneur. Whether it becomes a lasting legacy or a fleeting experiment, it’s undeniably hers—a venture built on resilience, creativity, and a touch of Montecito magic.
