The Duchess of Sussex, Meghan Markle, is set to launch her new lifestyle brand, "As Ever," in spring 2025. Initially teased under the name "American Riviera Orchard" in early 2024, this venture marks a significant shift in Meghan's career trajectory. Partnering with Netflix, As Ever will offer a wide range of products, including jams and other household items. This move signifies Meghan's continued evolution from a royal figure to an entrepreneur, building on her previous successes in various commercial ventures.
Markle's journey into entrepreneurship began after she and Prince Harry stepped back as senior royals in 2020. Since then, they have ventured into diverse projects such as publishing bestselling books, producing podcasts, and creating content for major streaming platforms. The couple's collaboration with Netflix has been particularly fruitful, culminating in the release of the documentary series "Harry & Meghan" in December 2022, which garnered significant viewership.
In March 2024, Meghan introduced her initial concept, American Riviera Orchard, inspired by the nickname for Santa Barbara, where she resides with Harry. The brand aimed to sell locally sourced goods like jams but faced trademark challenges due to its geographically descriptive nature. Recognizing these limitations, Meghan rebranded the venture as "As Ever" in February 2025, broadening its scope beyond regional confines.
Through her partnership with Netflix, Meghan plans to expand As Ever's offerings significantly. The brand's logo features a gold palm tree flanked by hummingbirds, symbolizing personal significance to both Meghan and Harry. The palm tree references their Montecito home, while the hummingbirds hold special meaning for Prince Harry, adding an emotional touch to the brand's identity.
Meghan's new lifestyle brand, As Ever, promises to introduce a variety of products ranging from tableware and cookbooks to gardening tools and household linens. While specific details remain under wraps, the anticipation surrounding As Ever reflects Meghan's growing influence in the business world. Her decision to pivot from royalty to entrepreneurship showcases her adaptability and ambition, setting the stage for what could be a transformative chapter in her life.
With the launch of As Ever, Meghan aims to share her passion for crafting, cooking, gardening, and entertaining with a broader audience. The brand's versatile product lineup and strategic partnerships position it as a promising addition to the lifestyle market. As Ever represents not just a business venture but also a personal expression of Meghan's interests and values, marking a new era in her post-royal life.