Everything to know about Meghan Markle’s brand As Ever

Goodbye American Riviera Orchard, hello As Ever! Two weeks before the release of her new Netflix series With Love, Meghan, the Duchess of Sussex unveiled her new brand: As Ever. 

"This new chapter is an extension of what has always been my love language," Meghan Markle wrote on Instagram, "Beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday."

In her rebrand announcement, the Duchess pointed out that if you have followed her since her The Tig days, then you know she has "always loved cooking and crafting and gardening." 

"This is what I do," Meghan said. "And I haven’t been able to share it with you in the same way for the past few years, but now I can."

Before As Ever launches, here is everything to know about Meghan Markle's brand:

Why the name As Ever?

Meghan stated in an Instagram video that she secured the name As Ever back in 2022. She said, "As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening. This is what I do."

Is there a website for Meghan Markle's As Ever?

Yes! "Save your seat at the table" by subscribing here.

© As Ever

Is there an Instagram for Meghan Markle's As Ever?

There is indeed an Instagram account (@aseverofficial) for Meghan's As Ever brand. Follow along here. 

Will Meghan Markle still be making jam?

As the Duchess of Sussex said in her video, "Of course, there will be fruit preserves." She noted, "I think we’re all clear at this point that jam is my jam."

What other products will As Ever offer?

In addition to jam, Meghan teased that there "are so many more products" that she loves and uses at home, and "now it's time to share" them. The Duchess also revealed in her announcement that "Netflix came on, not just as" a partner in her show, but as a partner in her business.

When does Meghan Markle's As Ever launch?

Meghan revealed in an Instagram post on Feb. 18 that As Ever is "coming Spring 2025."

Why did Meghan Markle rebrand American Riviera Orchard to As Ever?

In a video announcing As Ever, Meghan, who lives in Montecito, explained that while she thought American Riviera—a nickname for Santa Barbara—sounded "like such a great name," it "limited" her "to things that were just manufactured and grown in this area."

What happened to Meghan Markle's previous lifestyle website, The Tig?

Meghan's lifestyle website The Tig shut down over a year before she married Prince Harry. In a farewell note to all her “Tig friends,” she wrote, “After close to three beautiful years on this adventure with you, it’s time to say goodbye to The Tig. What began as a passion project (my little engine that could) evolved into an amazing community of inspiration, support, fun and frivolity. You’ve made my days brighter and filled this experience with so much joy. Keep finding those Tig moments of discovery, keep laughing and taking risks, and keep being “the change you wish to see in the world.”

“Above all, don’t ever forget your worth - as I’ve told you time and time again: you, my sweet friend, you are enough,” Meghan added. “Thank you for everything. Xx.”