Meghan Markle is stepping back into the lifestyle space with a brand-new business, As ever. In a casual yet strategic video filmed in her own garden, she made the surprise announcement, sharing her excitement for what’s to come. While many focused on her mention of fruit preserves, As ever is much more than just a jam company. This is a carefully thought-out brand that reflects Meghan’s personal style and long-term business vision.
Her latest move is about creating a lifestyle that feels authentic, warm, and timeless. Meghan’s love for cooking, home design, and wellness has always been part of her identity, dating back to her days running The Tig. Now, with As ever, she is turning that passion into something tangible, backed by years of planning and a powerful partnership with Netflix.
Why Meghan Markle Rebranded Her Business Before the Launch
Initially, Meghan had considered naming her business American Riviera Orchard, inspired by Santa Barbara’s well-known nickname. While it was a beautiful idea, she soon realized it was too limiting. It tied her brand to a single location rather than allowing it to grow into something much larger. Instead, she pivoted to a name that she had quietly secured in 2022—As ever.
The name As ever carries a deeper meaning than it first appears. The phrase itself represents familiarity, tradition, and something that stands the test of time. Meghan Markle has always been intentional with her branding, and this choice reflects her commitment to authenticity and timeless quality.
In fact, she had been hinting at As ever long before the official announcement. During her Archetypes podcast, she consistently signed off with, “As ever, I’m Meghan.” At the time, it seemed like a simple farewell, but now it’s clear—it was an Easter egg hiding in plain sight. This wasn’t just a personal touch; it was a preview of the brand she had been building all along.
Netflix Partnership Will Elevate As ever Beyond a Typical Celebrity Brand
One of the most strategic aspects of this business launch is Meghan’s partnership with Netflix. The streaming giant is not only producing her upcoming show but is also a key business partner in As ever. This changes the game. While many celebrity lifestyle brands rely on traditional marketing, Meghan’s products could be seamlessly woven into her Netflix series, giving them an unmatched platform.
This partnership also signals that As ever is not just a side project. It is a well-planned business move that aligns perfectly with Meghan’s larger career evolution. For years, much of the public conversation around her has been focused on royal headlines and media speculation. With this brand, she is shifting the narrative. She is stepping forward as an entrepreneur, a creator, and a businesswoman with a clear vision.
Her reference to jam may have caught people’s attention, but that was just the beginning. Meghan has made it clear that As ever is about much more than one product. It is a way of living. It reflects the things she loves, the way she curates her home, and the values she wants to share.
Meghan Markle is stepping into the lifestyle space with passion and purpose, and As ever is just the start. With Netflix backing her vision and a carefully planned launch, there’s so much more to come. Are you excited to see what Meghan has in store? And more importantly—are you ready to try her jam? Let us know your thoughts!
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This is wonderful. I am so overjoyed for Meghan. She went to the brink of suicide wit hher unborn child. She lost a child and still being vilified for no other reason than she is a gifted humanitarian and others feel threatened by her talent. Just like Diana all those years ago. The difference this time is Race and social media which actually is a blessing because it means she is able to speak to us directly and its wonderful!