Meghan Markle's "As Ever" Lifestyle Brand

 A Phenomenal Debut

On April 2, 2025, Meghan Markle, the Duchess of Sussex, officially launched her highly anticipated lifestyle brand, As Ever. The debut collection, inspired by her passions for cooking, gardening, and entertaining, featured an array of gourmet and lifestyle products. Remarkably, the entire product line sold out within an hour of its release, underscoring the brand's immediate resonance with consumers.​

The Inception of "As Ever"

The journey to "As Ever" began with Meghan's vision to create a brand that encapsulates her love for home and hospitality. Initially conceptualized as "American Riviera Orchard," the name was later changed to "As Ever" to better reflect a broader vision and to navigate trademark considerations. ​

The brand's logo—a palm tree flanked by hummingbirds—pays homage to Meghan and Prince Harry's Montecito residence and carries personal significance, symbolizing their family and home. ​

The Debut Collection: A Curated Selection

"As Ever" launched with a limited seasonal collection that included:​

• Raspberry Spread: A delightful preserve priced at $9, or $14 with keepsake packaging. ​

• Wildflower Honey with Honeycomb: A limited-edition offering at $28, which astonishingly sold out in less than five minutes. ​

• Herbal Teas: A selection of soothing blends to complement any occasion.​

• Crepe and Shortbread Cookie Mixes: Gourmet baking mixes designed for home bakers.​

• Flower Petal Sprinkles: Edible decorations to enhance culinary creations.​

These products, priced between $12 and $30, were crafted to bring elegance and joy to everyday moments, reflecting Meghan's commitment to quality and accessibility. ​

Unprecedented Demand: Selling Out in Record Time

The market's response to "As Ever" was overwhelmingly positive. The entire collection sold out in under an hour, with the wildflower honey disappearing in less than five minutes. This rapid sell-out highlights the brand's immediate appeal and the strong connection Meghan has established with her audience.​

In response to the swift sales, Meghan expressed her gratitude on Instagram:​

"Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can’t thank you enough…for celebrating, purchasing, sharing, and believing." ​

Strategic Partnerships and Future Endeavors

"As Ever" is supported by Netflix, aligning with Meghan's lifestyle series, "With Love, Meghan," which has been renewed for a second season. This partnership amplifies the brand's reach and integrates Meghan's ventures into a cohesive lifestyle narrative.​

Looking ahead, trademark applications suggest potential expansions into cookbooks, gardening tools, and tableware. However, existing trademarks may influence the brand's trajectory into apparel. Nonetheless, Meghan's dedication to creating products that enhance everyday experiences remains evident.​

Overcoming Criticism and Embracing Success

Despite facing criticism and skepticism, Meghan's transition into the lifestyle sector has been met with tangible success. The sold-out launch of "As Ever" serves as a testament to her brand's resonance and her ability to connect with consumers authentically. ​

As "As Ever" prepares for future releases, the brand's commitment to quality, elegance, and meaningful everyday moments continues to be its guiding principle.