Meghan Markle has officially traded royal titles for wooden spoons—launching her much-anticipated lifestyle brand, As Ever. The Duchess of Sussex is now adding “lifestyle CEO” to her resume, and she’s doing it with a spoonful of elegance and a pinch of nostalgia.
After months of teasing her new venture—complete with jam jars sent to celebrity friends like Mindy Kaling and Tracee Ellis Ross—Meghan launched As Ever this past Wednesday. The debut collection features a selection of homey, kitchen-centric products that feel like a warm hug in branded packaging.
In her official launch announcement via Instagram, Meghan wrote:
“We’re live! Come shop the As Ever collection I’ve poured so much love into. So excited to share this with you.”
And it’s not just marketing fluff—each product in the collection feels like it came straight from her own Montecito kitchen.
The As Ever Spring 2025 Collection: A Taste of Meghan’s Heart
Here’s what’s included in the first drop of the As Ever product line:
- 🍓 Raspberry Jam Spread – A nod to the original batch Meghan gifted privately last year. Thick, fruity, and sweet enough to feel like sunshine on toast.
- 🌼 Edible Flower Sprinkles – Because even your cupcakes deserve to feel pretty.
- 🥞 Crepe Mix – Make brunch at home a main character moment.
- 🍪 Shortbread Cookie Mix – Rich, buttery, and ideal for slow weekends or surprise guests.
- 🍵 Herbal Teas – Available in Lemon Ginger, Hibiscus, and Peppermint—perfect for your evening wind-down or midday reset.
- 🍯 Limited Edition Wildflower Honey (with Honeycomb) – Artisanally packaged, giving full cottagecore-meets-farmer’s-market luxury.
All products arrive in soft, romantic packaging inspired by vintage apothecaries—a dreamy aesthetic that blends California chic with homegrown tradition.
A Brand Rooted in Legacy and Love
To celebrate the launch, Meghan released a behind-the-scenes video featuring her mother, Doria Ragland, and a brand-new dessert: Chantilly Lili. Named in honour of her daughter, Princess Lilibet, this dish—developed in collaboration with New York Times Cooking—features layers of whipped cream and sponge cake. Soft, sweet, and rich in meaning, it’s more than just dessert—it’s storytelling through food.
This launch video didn’t just showcase the products; it quietly celebrated the beauty of Black womanhood, legacy, and the intimate magic that happens when family is part of the journey. For many women, especially Black women, seeing Meghan cook, laugh, and build something beautiful with her mother by her side was deeply resonant.
From American Riviera Orchard to As Ever
If As Ever feels familiar, it’s because it was once teased under the name American Riviera Orchard. That early concept made headlines when Meghan’s friends shared jars of custom jam on Instagram. But the rebrand to As Ever carries more personal weight—the name is a reference to Meghan’s sign-off in letters and notes, echoing timeless elegance and intentional living.
This rebrand is more than a design choice; it’s a philosophical one. As Ever champions the art of soft living, in a world that rarely offers Black women permission to slow down, rest, and nourish themselves and their families. It’s a statement of reclaiming joy, beauty, and self-expression.
What Meghan Markle’s Soft Life Means in a Loud World
The launch of As Ever isn’t just another celebrity brand. It’s a reflection of Meghan Markle rewriting the narrative on her own terms. For a woman whose life has been dissected, debated, and defined by headlines, this lifestyle brand feels like a homecoming.
It’s an unapologetic celebration of softness, family, and joy—three things often denied to women in the spotlight, particularly women of colour. With As Ever, Meghan isn’t just selling jam; she’s offering a gentle reminder that elegance doesn’t need to shout—it can simmer quietly in the background, in your favourite cup of tea or your next brunch recipe.
And yes, this soft life comes with a price tag, but as far as homemade elegance goes, this drop is selling out fast—so if you see it, don’t hesitate.
Why It Matters
In a marketplace saturated with influencer-endorsed products and fleeting trend drops, As Ever feels unusually grounded. It’s not trying to be everything to everyone—it’s simply about slowing down, enjoying the little things, and creating with intention.
Whether you’re a fan of Meghan or just in the mood for shortbread and herbal tea, there’s something quietly revolutionary about a woman deciding to define herself by the warmth she shares, not the noise she endures.
