Meghan Markle’s lifestyle brand, As Ever, made a sensational debut on April 2, 2025, with its inaugural collection selling out in less than one hour. The launch featured eight unique products, including a limited-edition jar of wildflower honey that was snapped up in under five minutes. The collection included a raspberry spread priced at $14, flower sprinkles for $15, and herbal hibiscus tea for $12, all of which quickly garnered attention and praise.
In an enthusiastic Instagram post, Markle expressed her gratitude, stating, “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…for celebrating, purchasing, sharing, and believing. It’s just the start @aseverofficial 🎉 Here we go!” This launch marks a pivotal moment for the Duchess, who has been working diligently to establish her brand following the rebranding from American Riviera Orchard.
The name change was a strategic decision, as Markle explained in a previous Instagram video, saying, “Last year, I thought, ‘American Riviera, that sounds like such a great name. It’s my neighborhood, it’s a nickname for Santa Barbara.’ But it limited me to things that were just manufactured and grown in this area.” She further elaborated, “As Ever essentially means as it’s always been. If you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening.”
Despite the excitement surrounding the launch, there were reported logistical challenges faced by the team, particularly due to the last-minute rebranding. An insider from Netflix, which is partnering with Markle on her brand, revealed that staff members were feeling overwhelmed by the drama surrounding the Duchess and Prince Harry. The source stated, “There is so much drama surrounding them once again that internally the team are over it before it’s even launched.”
As part of the promotional efforts, Markle has enlisted the help of influencers and friends to generate buzz on social media. “People will be posting their jars of jam – they’ve seeded it to lots of influencers to get it out there and to plaster social media with ‘good vibes’ on launch,” the insider noted. This strategy is expected to help bolster sales and visibility for As Ever.
In addition to the product launch, Meghan Markle is set to debut her new podcast titled “Confessions of a Female Founder” on April 8, 2025. In her announcement, she shared, “I’ve been having candid conversations with amazing women who have turned dreams into realities, and scaled small ideas into massively successful businesses.” The podcast aims to inspire and empower other women entrepreneurs.
Markle’s foray into the lifestyle space is not just about products; it’s also a way for her to connect her home life with her professional aspirations. She stated in an interview with the New York Times, “I need to work, and I love to work. This is a way I can connect my home life [raising children Lilibet and Archie] and my work.” This sentiment reflects her desire to balance her roles as a mother and a businesswoman.
As Ever is not just about selling products; it’s about sharing experiences and memories. Markle mentioned that her raspberry jam, which she previously shared with friends like Kris Jenner and Mindy Kaling, is presented in keepsake packaging. She encourages customers to repurpose the jars for sentimental use, stating, “Think of it as our time capsule.”
In her communications, Markle has also emphasized the importance of simplicity and connection. In a newsletter sent to her subscribers, she wrote, “Ever since I can remember, I’ve been dreaming up easy ways to elevate the everyday into the exceptional.” This philosophy underpins her product offerings, which include not only food items but also the idea of creating meaningful moments.
However, the launch has not been without its criticisms. Some have questioned Markle’s relatability, given her high-profile lifestyle. In response, she remarked, “Don’t they know my life hasn’t always been like this?” This statement highlights her journey from a divorced woman in her mid-30s to a Duchess and entrepreneur, navigating the complexities of fame and business.
The As Ever brand aims to inspire others to find joy in everyday moments. Markle shared her vision, saying, “I hope when you see what I’ve worked so hard to create, you’re encouraged to know that whatever life brings, you can do it too.” This message resonates with many who are looking for inspiration in their own lives.
As the brand continues to grow, Markle’s commitment to her vision remains strong. She is excited about the future of As Ever and has hinted at more products to come. The website promises “more coming soon,” although it remains unclear if the initial products will be restocked.
In conclusion, Meghan Markle’s launch of As Ever represents not just a new business venture but also a personal journey of growth and connection. With a successful debut and a podcast on the horizon, the Duchess is poised to make a significant impact in the lifestyle industry while sharing her experiences as a mother and entrepreneur.
