www.businessinsider.com
Meghan Markle is launching her new lifestyle brand, As Ever, in the spring of 2025.The Duchess of Sussex initially teased the brand as American Riviera Orchard in 2024.Meghan is partnering with Netflix on the brand, which will sell jam and other products.Meghan Markle is swapping out her throne for a seat in the boardroom.Of course, Meghan never actually sat on a throne despite marrying a prince, and she hasn't been a working royal in over five years.However, she is starting a new business, a step further away from the royal life Meghan and Prince Harry left behind in 2020. As she announced in February 2025, Meghan is launching her new lifestyle venture, As Ever, in the spring.The brand has been the source of speculation and curiosity since Meghan first teased it in early 2024, and much about the company still remains a mystery.Here's everything we know about As Ever so far.Meghan Markle's next business moveSince stepping back as senior royals in January 2020, Harry and Meghan have tried their hand at several different commercial ventures.They each released New York Times bestselling books; Meghan's picture book "The Bench" came out in June 2021, while Harry's memoir "Spare" broke sales records when it was released in January 2023.Harry and Meghan also signed a $20 million deal with Spotify to produce podcasts in 2020.Meghan's show "Archetypes"was a hit when it launched in August 2022, even briefly dethroning Joe Rogan from the No. 1 spot on Spotify's podcast chart. However, the show's success ultimately fizzled out, and the couple ended their relationship with Spotify in 2023. Meghan Markle and Prince Harry in April 2024. Yaroslav Sabitov/PA Images via Getty Images Harry and Meghan's biggest joint success to date was their relationship with Netflix. In 2020, they signed a deal with the streamer to produce everything from docuseries to scripted content.In December 2022, Netflix released"Harry & Meghan," a docuseriesthat detailed Harry and Meghan's love story, step back as senior royals, andnew life in California. It was Netflix's most-watched documentary debut at the time of its release and was particularly popular with women over 50.Meghan seems to be hoping to recreate that success with her new show, "With Love, Meghan," a lifestyle series in which the duchess will share gardening hacks, entertaining tips, recipes, and interactions with some famous friends.It's Meghan's spin on a Martha Stewart-style series, and it'll likely share some DNA with her former blog The Tig, which she ran from 2014 to 2017. (She shut it down shortly before she and Harry got engaged and she left "Suits.")Due to the California wildfires, Meghan decided to push the premiere of "With Love, Meghan" from January 15 to March 4.First, there was American Riviera OrchardMeghan first teased As Ever in March 2024, but the brand was calledAmerican Riviera Orchard at the time. The name was inspired by Harry and Meghan's neighborhood of Montecito, California, in Santa Barbara, which is often called the American Riviera.Meghan launched a website and Instagram for the venture, though neither revealed much about the company. In 2024, Meghan also submitted a trademark application for American Riviera Orchard that indicated she planned to sell a wide array of items, such as jams, cookbooks, tableware, and linens.In April 2024, a handful of Meghan's famous friends, including Chrissy Teigen, shared on their social media that they had received what appeared to be American Riviera Orchard's first product: strawberry jam.However, Meghan never went on to sell the jams to the public. American Riviera Orchard remained silent for the remainder of the year, and the trademark application for the name was temporarily denied in August 2024 because it was deemed "primarily geographically descriptive."The new As EverMeghan returned to Instagram at the start of 2025, and she used her new platform to release the trailer for "With Love, Meghan" on January 2.Then, on February 18, she posted a video to share that her brand would now be called As Ever. She said in the video that she wanted to pivot on the name because she didn't want to limit her products to items only made in Santa Barbara,"In two weeks, my show is coming out, which I'm so excited for, and also my business, which I think there's been a lot of curiosity about," Meghan said in the video. "Last year, I had thought, 'You know what, American Riviera. That sounds like such a great name. It's my neighborhood. It's a nickname for Santa Barbara.' But it limited me to things that were just manufactured and grown in this area."Meghan also said that her partnership with Netflix on the business led her to widen its scope and thus change the name."Then, Netflix came on not just as my partner in the show but as my partner in my business, which was huge," she said. "So I thought about it, and I've been waiting for a moment to share a name that I had secured in 2022, and this is the moment. And it's called As Ever."She said the phrase means "as it's always been," and she liked that it spoke to her longtime love of things like crafting, cooking, gardening, and entertaining.Meghan added in the video that "of course" As Ever would sell fruit preserves, but she also plans to release products that she "loves" and uses in her own life.The same day she released the video, As Ever unveiled a new Instagram account and website. The website features a shot of Meghan and her daughter Lilibet running through what appears to be Harry and Meghan's lawn of their Montecito home.Neither the site nor the Instagram page lists a specific launch date for the brand.As Ever's logo nods to Prince HarryThe As Ever website and Instagram page featured As Ever's logo, a gold palm tree framed by a hummingbird on each side.Meghan shared in a 2022 interview with The Cut that Harry was drawn to two connected palm trees on their home's property when they first toured it, telling her, "My love, it's us." They bought the house soon after.The palm in As Ever's logo seems like a sweet nod to their home, and in the photo of Meghan and Lili on As Ever's website, they seem to be running past those exact trees. Prince Harry and Meghan Markle in August 2024. Eric Charbonneau/Archewell Foundation via Getty Images Harry has also previously shared that hummingbirds are significant to him. Episode two of "Harry & Meghan" features a home video of Harry and their son, Archie, with hummingbirds. As the birds flit around them, Harry tells his son, "We won't get a chance to be this close to hummingbirds ever again," whispering and appearing to be in awe of the creatures as Meghan tells their son, "Papa is a birdwatcher."Likewise, in the closing scene of "Spare," Harry recounts an experience of a hummingbird getting stuck in his family's home shortly after he returned from Queen Elizabeth II's funeral. The bird flitted over an area he and Meghan referred to as "Lili Land," where Lilibet's playpen was arranged at the time. Harry wrote that he learned from a friend that Spanish explorers called hummingbirds "resurrection birds," or spirits. Because of the timing and the fact that Lili is named in honor of the late queen, the hummingbird's visit meant a lot to Harry.Given their special place in the prince's heart, the hummingbirds in As Ever's logo are a sweet nod to Harry.As Ever's productsAs Ever has not yet announced what products it will sell, and its singular Instagram post to date doesn't offer many clues.However, the company filed a trademark application in October 2022 and two separate applications in September 2024 that hint at what Meghan may offer with the brand.The applications list dozens of products, including tableware, cookbooks, gardening tools like hoses and shears, alcoholic beverages, lamps, candles, stationery materials, paper party decorations, household linens, tote bags, and more.The company also filed another trademark application in February 2025 for mixes for bakery goods.It's unclear what products Meghan might sell first from the long list of trademarks she applied for, though jam seems like a sure bet considering the duchess already provided the product to friends in 2024. Plus, the first photo on As Ever's Instagram account included jam.There is one hiccup for the duchess: She may be unable to sell clothing under her As Ever umbrella, as designer Mark Kolski owns a New York-based brand called As Ever.Vanity Fairreported that Kolski does not own a trademark for the name, butit might prove difficult for Meghan to sell clothing under the name down the line nonetheless.