Unlocking the Secrets of Meghan Markle’s Lifestyle Brand: What You Need to Know About As Ever (Formerly American Riviera Orchard)

Meghan Markle has made quite a splash since stepping away from royal duties in 2020. In March 2024, she launched her lifestyle brand called As Ever, previously known as American Riviera Orchard. Inspired by the Santa Barbara region, often dubbed the “American Riviera,” the brand focuses on pantry staples like jams, honey, wine, and more.

As Ever aims to elevate simple living. Markle describes it as an extension of her essence, emphasizing the importance of everyday moments. In various interviews, she’s shared that starting a business comes with challenges. “It’s a learning curve,” she reflects, acknowledging the twists and turns of entrepreneurship.

Initially, Markle teased her first product—strawberry jam—in a playful way, sharing previews with friends. When it officially launched in April 2025, it sold out in under an hour, priced at $14. It was not just a product but a symbol of her journey, with Markle suggesting customers repurpose the jars for flowers or pens after enjoying the jam.

In February 2025, she explained that the name “As Ever” signifies enduring values, connecting it to her earlier lifestyle blog, The Tig, which ran from 2014 to 2017. The brand reflects her love for cooking and crafting, allowing her to share these passions more openly.

As Ever has expanded rapidly, now featuring items like scented candles and wine. The wine launch coincided with significant dates in Markle’s life, such as Princess Diana’s birthday, highlighting its celebratory spirit.

However, it’s not just about products. Markle describes her entrepreneurial journey as a “constant state of recalibration.” She emphasizes the necessity of being hands-on and adaptable, echoing sentiments shared with fellow entrepreneurs in her podcast “Confessions of a Female Founder.”

While Netflix initially partnered with As Ever, they parted ways in early 2026. Their collaboration helped launch the brand, but it is now ready to stand independently, a testament to Markle’s vision and hard work.

The journey of As Ever shows how one can turn experiences and passions into a thriving business. It’s about embracing life’s twists, sharing joy, and creating memorable moments—values that inspire not just Markle but anyone looking to elevate their everyday lives. For more on the brand’s latest updates, check out Netflix’s announcement on the collaboration.

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