- Meghan Markle is set to launch her new lifestyle brand, As Ever, in spring 2025.
- Previously, she had teased the brand as American Riviera Orchard back in 2024.
- Through a collaboration with Netflix, As Ever will offer products like spreads, teas, and flower petal sprinkles.
Meghan Markle is stepping into the business world with her new brand, As Ever. This marks a further departure from her royal life with Prince Harry, which they left behind in 2020.
Meghan hinted at this brand in early 2024, but details remained scarce at that time. Now, we have more information about what As Ever will entail.
Since stepping away from royal duties, Harry and Meghan have explored various commercial ventures. They released bestselling books and even signed a $20 million deal with Spotify for podcasting. Meghan’s show, “Archetypes,” enjoyed initial success before the couple ended their Spotify partnership in 2023.
The couple’s partnership with Netflix has been notable. Their docuseries, “Harry & Meghan,” launched in December 2022, quickly became Netflix’s most-watched documentary debut, particularly popular among women over 50. With her upcoming show “With Love, Meghan,” Meghan aims to share gardening tips, recipes, and more, reminiscent of her former blog, The Tig.
Initially, the brand was named American Riviera Orchard, inspired by the couple’s neighborhood in Montecito, California. Meghan even launched a website and an Instagram account, but the specifics were vague. Friends like Chrissy Teigen received early products, such as strawberry jam, but public sales never happened. The trademark application for American Riviera Orchard faced challenges, leading to the change in branding to As Ever.
In a recent video, Meghan explained the reason behind the name change, saying she wanted a name that felt broader than just their local area. As Ever signifies “as it’s always been,” reflecting her love for cooking, crafting, and hosting.
The logo for As Ever features a gold palm tree and two hummingbirds, which hold special significance for Harry. It connects back to their home and moments shared with their children.
As Ever’s first product line will launch in spring 2025. The collection includes a raspberry spread, wildflower honey, and various tea blends. Meghan emphasizes that her products are all things she loves and uses in her daily life.
The brand aims to do more than just sell products; it seeks to create a sense of joy and connection through its carefully curated offerings. However, there may be challenges ahead, especially when it comes to trademarking certain items like clothing.
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