Meghan Markle’s American Riviera Orchard brand has been renamed to As Ever. The Duchess of Sussex shared the news in an Instagram video on February 18, unveiling 'a brand that I created and have poured my heart into.'
On March 4, as her Netflix show With Love, Meghan premiered, Meghan dropped the first batch of items for As Ever on its site. Prices weren’t listed, but Meghan teased they would be coming out this spring.
Here’s what we know about the company so far.
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Why did Meghan name the brand As Ever?
As she explained in her Instagram announcement, '"As ever" means "as it’s always been" or some even say "in the same way as always". If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish—food, gardening, entertaining, thoughtful living, and finding joy in the everyday.'
She added that she had secured the name in 2022.
As for the name change, Meghan said, 'Last year, I thought American Riviera, it’s such a great name, it’s my neighbourhood, it’s the nickname for Santa Barbara. But it limited me to things that were manufactured and grown in this area.'
American Riviera is a 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; the city name is even part of American Riviera Orchard’s logo.)
Travel + Leisure explained why the region was given the name, writing, 'Santa Barbara has been fondly referred to as "The American Riviera" for more than a century because of its temperate climate and lush landscapes, as well as its robust food and wine culture.'
Back in March 2024, a source told People how Meghan felt about her brand name: 'Meghan finds the name American Riviera Orchard perfect. It feels authentic to her. She can’t wait for the website to launch.'
How did Meghan announce the line?
Meghan officially announced As Ever on February 18, 2025 in an Instagram video.
However, the Instagram and site for the company under its former name, 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 Instagram posted the logo.
The site offered a waitlist sign-up but no further details.
What is Meghan selling?
The full lineup hasn’t been disclosed yet, but there’s definitely jam. 'Of course there will be fruit preserves,' Meghan said in her Instagram announcement. She joked that 'jam is my jam,' but there will be many more products, including some she uses in her own home, too.
On March 4, Meghan shared the first items on its site. They include crepe mix, shortbread cookies with flower sprinkles, herbal teas, limited-edition wildflower honey, and raspberry spread. Prices weren’t listed, but the site teased that items would be available in spring 2025.
TMZ reported in March 2024 that Meghan filed her trademark applications for the brand (then called American Riviera Orchard) in early February 2024. She submitted them in multiple categories, TMZ wrote, including 'cookbooks, tableware, coffee and tea services, jellies, jams, tablecloths, cookbooks, servingware, cutlery, spreads of all kinds, and lots more.'
A source told People on March 18, 2024 that American Riviera Orchard 'will reflect everything that she loves — family, cooking, entertaining and home décor. She is excited about her latest, personal venture. This is something she’s been wanting to do for a while. She is excited to share her style and things that she loves.' It seems like As Ever will do the same.
When is As Ever launching?
Meghan said the launch will be tied to the premiere of her Netflix show, With Love, Meghan, which debuts on March 4. She said in her Instagram video, 'In two weeks, my show is coming out, which I am so excited for, and also my business.' True to her word, the site was updated with products that day, although they are not available for purchase yet.
It’s been a long time coming for the brand. People previously estimated last year that the company was set to launch in the spring of 2024 and then reported it was pushed to later in the year.
The outlet also debunked reports at the time of the company having trademark issues. They wrote that while 'American Riviera Orchard has received several notices of irregularity around clarifications for goods and services,' this is 'typical' for those 'pursuing international applications due to the differences between international and U.S. standards.' People added that 'all fees around such notices have been paid, and no further action is required.'
Which products have been shared so far?
Meghan’s jam comment is a reference to earlier hints at the brand’s inventory. On April 15, 2024, two of Meghan’s good friends Tracy Robbins and Delfina Blaquier shared photos of small-batch strawberry jam from the line after Meghan sent them a basket. 'Thank you, M,' Robbins wrote. Their posts gave the first close look at American Riviera Orchard’s packaging, too.
LaineyGossip noted that Robbins and Blaquier are far from just influencers; they are part of a very connected and accomplished group. Blaquier is a model and businesswoman, and famous polo player Nacho Figueras’s wife, while Robbins is a fashion designer. Robbins’s husband is Paramount Pictures CEO Brian Robbins.
Meghan and Blaquier were photographed together at a polo match 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 sent Spencer a care package too with strawberry jam. 'This jam is my jam. A delicious taste of what’s to come indeed… love you so M🍓🌱🍋🫶🏽. @americanrivieraorchard,' Spencer wrote.
In June 2024, Markle’s friend Nacho Figueras shared a new raspberry flavoured jam in his Instagram Stories and a jar of dog biscuits alongside his dog Nina Iggy.
Is Meghan’s Netflix cooking show connected to the brand?
Yes. With Love, Meghan and As Ever are both launching on March 4. The series will feature Meghan celebrating 'the joys of cooking, gardening, entertaining, and friendship.'
Meghan revealed in her video that Netflix chose to partner with her not only on the show, but also on the brand As Ever, 'which was huge,' she said in shock.
What has Meghan said about As Ever?
Aside from her video announcement, nothing else yet, but she’ll be sharing more updates as the brand launch approaches.
As a source told People on March 18, 2024, 'This is something she’s been wanting to do for a while. She is excited to share her style and things that she loves.' An insider told Us Weekly on August 28, 2024 that the brand 'will likely be very much in line with who Meghan is as a person. She loves hosting events, and she’s very thoughtful about how she treats her guests whenever they come over.'
This post will be updated as more comes out.
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