Meghan Markle has unveiled the rebranded version of her lifestyle brand, now named As Ever, marking a significant expansion of her business ventures alongside her upcoming Netflix series. The launch was accompanied by a rare public photo of her three-year-old daughter, Princess Lilibet, appearing alongside Meghan in an image on the brand's website.
The photograph, set against a backdrop of palm trees and the Pacific Ocean, captures the Duchess of Sussex and her daughter walking hand in hand across a grassy field. Dressed in white, the mother and daughter are seen barefoot, with Lilibet's red hair flowing behind her. The image serves as the only visual on the As Ever website, which currently invites visitors to sign up for updates but offers no further details on upcoming products.
Meghan announced the name change in an Instagram video on Tuesday, explaining that she had originally chosen American Riviera Orchard to reflect her Santa Barbara home. However, after securing Netflix as both a production and business partner, she decided to pivot. "Last year, I had thought, 'American Riviera, that sounds like such a great name,'" Meghan said in the video. "But it limited me to things that were just manufactured and grown in this area." She added that As Ever was a name she had registered in 2022, describing it as embodying the essence of her interests in cooking, crafting, and gardening.
The relaunch is part of a broader business strategy that coincides with the March 4 premiere of her Netflix series, With Love, Meghan. The show, originally slated for January but delayed due to the Los Angeles fires, will blend cooking and gardening advice with personal conversations. Netflix has described it as featuring "practical how-to's and candid conversation with friends, new and old."
Prince Harry made a brief, off-camera appearance in Meghan's video, with his voice heard saying, "It's recording" before she began her announcement. While the Duke of Sussex has not been formally linked to As Ever, the couple's joint ventures have often been closely aligned.
The new brand follows Meghan's earlier foray into the lifestyle space with The Tig, a blog she launched in 2014 that focused on food, travel, and wellness before shutting it down in 2017 ahead of her marriage to Prince Harry. Since stepping back from royal duties in 2020, Meghan and Harry have pursued independent business projects, including a multi-year content deal with Netflix.
Trademark filings for As Ever indicate plans to sell a range of lifestyle products, including jams, tableware, and home goods. Meghan has previously hinted at a continued focus on fruit preserves, saying in her video, "I think we're all clear at this point that jam is my jam." A preview of the brand's initial product line emerged in April 2024 when Meghan's friends shared images on social media of a basket containing a jar of strawberry jam.
The decision to include Princess Lilibet in the brand's debut marks a rare public appearance for the couple's daughter. Meghan and Harry have largely kept both Lilibet and their son, Prince Archie, out of the public eye since relocating to California. The couple last shared an official photo of Lilibet in 2022 for her first birthday.
While the As Ever brand aims to tap into the luxury lifestyle market, its success may hinge on Meghan's ability to differentiate it from other high-end home and wellness brands. Some analysts have pointed to the saturated nature of the space, with luxury competitors like Gwyneth Paltrow's Goop and Martha Stewart's home and food empire dominating the sector. However, Meghan's existing global following and the added exposure from her Netflix partnership could provide a significant boost.
Meghan has yet to announce a specific launch date for As Ever products, but the website suggests a phased rollout.
