rundown
Meghan Markle launched her lifestyle brand As Ever in 2025. This product includes wine, jam, baking mixes and more. Meghan partnered with Netflix for the brand. Amid reports that the streaming platform would not renew her contract with Harry, sources said the company would remain involved in As Ever.
Meghan Markle’s American Riviera Orchard brand name has been changed to ‘As Ever’. The Duchess of Sussex shared the news in an Instagram video on February 18, showing off “the brand I put my heart and soul into creating.”
On March 4, as part of the premiere of her Netflix show, With Love, Meghan Markle dropped the first batch of As Ever items on her site. It was officially released on April 2nd and sold out within an hour.
Here’s what we know so far about the company.
Why did Meghan choose to name her brand “As Ever”?
As she explained in an Instagram announcement, “‘As usual’ means ‘business as usual,’ or some people say ‘business as usual.'” If you’ve been following me since I was making The Tig, you know this is so true to me. You’ll find it’s easy to fit in. This new chapter is an extension of what has always been my love language, and beautifully interweaves all the things I value: food, gardening, entertaining, thoughtful living, and finding joy in every day.”
She added that she has secured the name for 2022.
Regarding the name change, Meghan said: “Last year I thought American Riviera was a great name because it’s my neighborhood and it’s the nickname for Santa Barbara. But it was limited to products made and grown in this area.”
The American Riviera is the term used to describe the Santa Barbara area where she lives with her husband Prince Harry and their two children. (The couple’s home is famously in Montecito, and the city’s name is even part of the American Riviera Orchards logo.)
Travel and Leisure explains why the region was given its name, writing, “Santa Barbara has been affectionately known as the ‘American Riviera’ for more than a century because of its temperate climate, lush landscape, and strong food and wine culture.”
Back in March 2024, a source told People how Meghan felt about her brand name. “Meghan feels the name American Riviera Orchard is perfect. It feels authentic to her and we can’t wait for the website to launch.”
How did Duchess Meghan deliver this line?
Meghan officially announced As Ever in an Instagram video on February 18, 2025.
However, Instagram and the company’s website, formerly known as American Riviera Orchard, quietly went live on March 14, 2024. At the time, Meghan posted an Instagram Story teasing the brand’s aesthetic, and the brand’s logo was featured on its Instagram.
The site offered waiting list registration but had no further details.
What is Duchess Meghan selling?
Meghan first poked fun at the clogged line. “Of course, there will also be fruit jam,” Meghan said in an Instagram announcement.
“Jam is my jam,” she joked, but there are more products on the way, including ones she uses at home.
On March 4, Duchess Meghan unveiled her first item on her website. Includes crepe mix, shortbread cookies with floral sprinkles, herbal tea, limited edition wildflower honey, raspberry spread and more. Prices ranged from $9 to $28.
TMZ reported in March 2024 that Meghan filed a trademark application for the brand (then called American Riviera Orchard) in early February 2024. TMZ writes that Meghan filed in multiple categories, including “cookbooks, tableware, coffee and tea services, jellies, jams, tablecloths, cookbooks, tableware, cutlery, spreads of all kinds, etc.”
A source told People magazine on March 18, 2024 that American Riviera Orchard “will be a reflection of everything she loves: family, cooking, entertaining and home decor. She’s excited about her latest personal adventure, which is something she’s wanted to do for a while. She’s excited to share her style and what she loves.” As Ever seems to do something similar.
When will As Ever be released?
Meghan said the announcement was tied to the premiere of her Netflix show “With Love, Meghan,” which debuts on March 4. “My show is coming out in two weeks and I’m really looking forward to it and it’s my business,” Meghan said in an Instagram video. True to her word, the product was updated on the site within the same day. Available for purchase from April 2nd.
It’s been a long time since I last saw this brand. People previously reported last year that the company was expected to launch in spring 2024, but that was later pushed back to later that year.
The same media also debunked the reporting at the time when the company was having trademark issues. They write that while “American Riviera Orchard has received several notices of irregularities related to the description of goods and services,” this is “typical” for someone “pursuing an international application due to differences between international and U.S. standards.” The officials added that “all fees associated with such notifications have been paid and no further action is required.”
Which product was shared first?
Meghan’s comments about jam are a reference to previous hints about the brand’s availability. On April 15, 2024, two of Meghan’s best friends, Tracy Robbins and Delfina Blaquier, shared a photo of a small batch of strawberry jam they received from the line after Meghan sent them a basket. “Thank you, M,” Robbins wrote. Their post also detailed American Riviera Orchard’s packaging for the first time.
Rainey Gossip pointed out that Robbins and Blaquier are more than just influencers. They are part of a very connected and complete group. Blaquier is a model and businesswoman, and the wife of famous polo player Nacho Figueres, while Robbins is a fashion designer. Robbins’ husband is Paramount Pictures CEO Brian Robbins.
Meghan and Blaquier were photographed together at a polo match over the weekend before Blaquier posted the jam.
On April 21, 2024, Meghan’s former Suits co-star Abigail Spencer shared her first impressions of Meghan’s line. The duchess also sent Spencer a care package containing strawberry jam. “This jam is my jam. It’s truly a delicious taste of what’s to come… I love you so much, M🍓🌱🍋🫶🏽. @americanrivieraochard,” Spencer wrote.
In June 2024, Markle’s friend Nacho Figueras shared a jar of new raspberry-flavored jam and dog biscuits on his Instagram Story with his dog Nina Iggy.
Does Duchess Meghan’s Netflix cooking show have anything to do with the brand?
yes. “With Love” and “As Ever” will both be released on March 4th. The series will see Meghan celebrate “the joys of cooking, gardening, entertaining and friendship.”
Meghan revealed in the video that she was shocked that Netflix chose to partner with her not only on the show, but also on the As Ever brand, saying, “That was huge.”
What does Duchess Meghan say about As Ever?
There’s nothing yet other than a video announcement, but we’ll be sharing more updates as we get closer to the brand’s launch.
“This is something she’s wanted to do for a while, and she’s excited to be able to share her style and what she loves,” a source told People on Aug. 28, 2024. She told Weekly that the brand “will probably be very in line with Meghan’s personality. She loves hosting events and is very thoughtful about how she handles each guest.”
Has As Ever shared footage of how its products are made?
On March 27, 2025, As Ever gave a glimpse inside the manufacturing process of Raspberry Preserve on Instagram Reels. The clip was captioned, “Let’s go!” This represents the most detailed look at the brand’s production to date.
Can I purchase As Ever products?
The first collection was released on April 2nd and sold out in less than an hour, Meghan revealed on Instagram. “The shelves may be empty, but my heart is full. We sold out in less than an hour. I can’t thank you enough for celebrating, buying, sharing, and believing. This is just the beginning.”
The first drop included raspberry spread, honeycomb wildflower honey, herbal tea, crepe mix, shortbread cookie mix, and a decorative topping called flower sprinkles. As Ever is currently only available in the US, but plans to expand globally.
Summer 2025 sale sold out almost instantly
To celebrate summer, Meghan also added to her stock of ‘As Ever’, and the next day she announced that the stock was almost sold out again.
“We’ve spent so much time securing more inventory,” the Duchess of Sussex said in an Instagram Story on June 20. “That’s why we took our time and you’re doing it again. We’re almost sold out of everything. I can’t believe it.”
She shared a shot of her phone featuring the popular “Flower Sprinkles” with a confetti feature.
As Ever introduced a new wine drop in July 2025.
On July 1, As Ever announced the addition of Napa Valley Rosé, which the company’s website describes as a “delicately balanced rosé with soft aromas of stone fruit, gentle minerality, and a lingering finish.”
It was already sold out on July 4th. The wines were priced at $30 a bottle and were sold in three-bottle sets ($90), half cases ($159), and full cases ($300).
How much does the product cost?
Prices ranged from $9 for a jar of raspberry spread ($12 if purchased in a souvenir package) to $28 for a limited edition honey. The tea and flower sprinkles retailed for $12 and $15, respectively, and the crepe and cookie mix both cost $14.
As Ever continues to release new collections seasonally, with limited quantities available at each launch.
Will Meghan continue to work with Netflix and As Ever after her content deal is said to have ended?
On July 30, 2025, Page Six reported that Duchess Meghan will continue to work with Netflix on her lifestyle brand As Ever amid reports that Netflix will not renew its content agreement with Meghan and Prince Harry.
A source told the media, “It’s not over yet. We’re thinking about a lot of things going forward.”
The source added, “It’s hard to imagine that Meghan and Netflix started doing business together for just a year or two.”
When is As Ever’s next wine drop?
On July 31, 2025, As Ever posted on Instagram, “Oh, we love to see the world through rose-colored glasses. Rosé-colored glasses? Maybe even better. A new vintage of As Ever’s beloved Rosé will be released next week. Stay tuned for details and timing.”, announcing the arrival of more wines.
Did As Ever have a pop-up?
The day before Thanksgiving 2025, Meghan took to Instagram to announce a pop-up collaboration with Soho House, sharing a reel of herself setting up the products.
In the caption, she wrote, “Talk about a full-circle moment! West Hollywood, my old stomping ground, with the brands, family, and friends that have been a part of my life for so long…and part of my love story with H (as our first date was at SH Restaurant).”
This post will be updated as more is published.
