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Meghan Markle‘s latest chapter has thus far felt defined by two words: As Ever. The lifestyle brand that launched with jam that sold out in an hour has expanded over the course of more than a year, and it’s not slowing down
With a recent jam drop, holiday-themed collection, collaboration and more, the Duchess of Sussex’s brand continues to grow alongside its founder. On Markle’s 45th birthday, WWD breaks down the highlights from the As Ever brand so far
Blackberry Jam Announcement
Days before her 45th birthday, Markle teased the latest addition to her As Ever jam assortment with a clip of the Duchess of Sussex picking blackberries in her garden. Clad in her signature Janessa Leoné hat and a blue button-down, Markle officially dropped her brand’s blackberry jam on July 29, adding to a lineup of raspberry, strawberry, apricot and orange marmalade spreads
First Collaboration
Courtesy of As Ever
Markle opted to do As Ever’s first collaboration with High Camp Supply in March 2026, roughly one year after the launch of her label. The luxury flower purveyor based in San Francisco with a farm on the California coast worked with the As Ever brand team on a Bloom Box curation that included 18 blooms of gardenias, white peonies, mint and jasmine, arranged and paired with two As Ever staples
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First Holiday Collection
As the 2025 holiday season, and Markle’s seasonal edition of “With Love, Meghan,” drew near, so too did the launch of As Ever’s first holiday assortment. The collection included a trove of staples and pantry finds, including candles inspired by Markle’s birthday and her wedding anniversary to Prince Harry, California-harvested honey, artisanal fruit spreads, mulling spice kits and a limited-edition sparkling wine from Napa Valley
First Rosé
Courtesy of As Ever
Following the success of her jams, honey and flower sprinkles, Markle expanded As Ever with its first rosé. Launched in June 2025, the As Ever Rosémarked the brand’s first dip into wine and spirits. The brand has since launched a 2021 Vintage Napa Valley Brut
Along with the rosé, As Ever also launched its first Apricot Spread, adding to the brand’s pantry assortment of products, which included various jams, sugar cookie mix and honey
The As Ever Rebrand
Before Markle officially launched As Ever, the “With Love, Meghan” presenter’s lifestyle brand had its first incarnation as American Riviera Orchard. Initially announced in March 2024, the brand became As Ever at the start of 2025, officially relaunching under its new name that February
Netflix came on as a partner to support Markle through the label’s first year, coinciding with the Duchess of Sussex’s lifestyle series “With Love, Meghan,” which highlighted a few of her As Ever products
“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always,’” the caption of a video posted to Markle’s official Instagram account said in part. “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.”
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