Duchess Meghan may not be going back to blogging, but she will be selling some flower sprinkles and wildflower honey—and we could not be more on board. As Ever, the duchess’s new lifestyle and homemaking brand dedicated to beautifully-crafted essentials, is officially available to shop on the brand’s website today, April 2. The debut collection includes eight products in total, with prices ranging from $9 to $28. Some items are already sold out.
Meghan confirmed the arrival of the brand in an Instagram Reel she posted on February 17. “As Ever essentially means as it’s always been,” she explained. “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 and I haven’t been able to share it with you in the same way for the past few years but now I can.” In 2023, a friend of the duchess told Harper’s Bazaar royal editor at-large Omid Scobie, ahead of the release of Scobie’s book Endgame, that Meghan’s brand would be “something more accessible” than Gwyneth Paltrow’s luxury wellness platform Goop: “Something rooted in her love of details, curating, hosting, life’s simple pleasures, and family.” Meghan has, after all, always been a tastemaker. On her old blog the Tig, she regularly wrote about good food, fashion, beauty, and travel. The friend added, “Meghan is busy working on creating something safe and timeless. And something that won’t be accused of riding on the back of anything royal.”
Keep scrolling to find out everything we know about her new venture—and make sure to shop the inaugural collection below.
As Ever Raspberry Spread in Keepsake Packaging
As Ever Herbal Lemon Ginger Tea
As Ever Shortbread Cookie Mix with Flower Sprinkles
As Ever will sell an array of home and lifestyle goods.
According to the initial trademark application filed in February 2024, Meghan’s business will sell home decor and kitchen items including decanters, napkin rings, cutlery, table linens, placemats and napkins, and even cookbooks.
She will also offer plenty of healthy edible options: “jellies, jams, marmalades, fruit preserves, edible oils and fats, and preserves, vegetable-based spreads, legume-based spreads, nut-based spreads, garlic-based spreads, sesame-based spreads, dairy-based spreads, nut butters, fruit butters.”
Other trademark applications filed in March 2024 reveal the company will also sell cosmetic products, fragrances, stationery, wallpaper, yoga equipment, and gardening gear. The list includes: “non-medicated skin care preparations, bath and shower gels and salts not for medical purposes, non-medicated hair preparations, bath soap,” and “body lotions, cosmetics, body oil, scented oils,” room fragrances, incense, and even jewelry, among many other things.
As Ever launches along with her Netflix show.
The first official Instagram post from As Ever confirmed that the brand would launch in Spring 2025—which we later learned would also bring the release of her Netflix show, With Love, Meghan (it is now available to stream). The post included a photo of Meghan standing at an outdoor table decorated with white table cloth and plates of pastries and fruit. From the side, she can be seen pouring honey onto a croissant.
Meghan announced As Ever’s debut collection in March.
The As Ever website is up and running. When it launched, the site was limited to a homepage featuring an aerial photo of Meghan and her daughter, three-year-old Princess Lilibet, running across a field of grass with a line of trees, the ocean, and a blue sky in the background. Displayed across the photo was calligraphy text of the brand’s name, plus a smaller white logo crest featuring an illustration of a palm tree and two hummingbirds, a nod to Santa Barbara, California’s flora and fauna.
As of March 4, however, visitors can now sign up to shop eight products personally developed by Meghan over the past year. These include her signature “flower sprinkles,” raw honey, raspberry spread, a crepe mix, shortbread cookies with flower sprinkles, and several natural teas. The products will be available to actually purchase sometime this spring.
Available across all 50 U.S. states, As Ever will offering new products every season.
To stay updated on the latest As Ever news, you can sign up for an email subscription at the bottom of the page. Even the sign-up prompt teases As Ever’s homemaking ethos, simply stating, “Save Your Seat at the Table.”
The brand originally had a different name.
In March 2024, Meghan quietly opened an Instagram account and launched a website for American Riviera Orchard. The moniker refers to the nickname for Santa Barbara, the California city that contains the coastal neighborhood of Montecito, where Meghan lives with husband Prince Harry and kids Prince Archie and Princess Lilibet.
Despite originally conceiving the brand under this name, the duchess revealed in a February 2025 Instagram post why she renamed the venture. “Last year, I 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,” she said.
When Meghan embarked on a partnership with Netflix to launch her 2025 lifestyle series, With Love, Meghan, she decided to pivot. “Then Netflix came on, not just as my partner in the show but as my partner in my business, which is huge,” the duchess explained, revealing that she had previously secured the name As Ever. “I thought about it and I’d been waiting for a moment to share a name that I’d secured in 2022 and this is the moment.”
As of publication, the American Riviera Orchard Instagram account and website are both still active.
Meghan previously teased the brand on Instagram.
Meghan appeared in an Instagram Story shared to American Riviera Orchard’s account back in March 2024. The clip showed her arranging a bouquet of white roses and cooking up something in what seemed to be her Montecito home kitchen, wearing a casual white tank. The video was set to Nancy Wilson’s “I Wish You Love.”
Currently, though, the brand’s Instagram simply features nine images in a grid, arranged to form a large composite image of its golden logo.
She sent gift baskets to friends and celebrities.
We got a first look at one of the brand’s products when fashion designer Tracy Robbins, a friend of the duchess, shared an image of an American Riviera Orchard gift basket on her Instagram Story in April 2024. “Thank you for the delicious basket!” Robbins wrote. “I absolutely love this jam so not sure I’m sharing with anyone :) @americanrivieraorchard Thank you M! 🤍 #montecitogoodness #americanrivieraorchard.”
The basket was filled with lemons and a glass jar of jam marked as the 17th out of 50. While showing off a close-up of the product, Robbins added, “@americanrivieraorchard breakfast, lunch and dinner just got a little sweeter. 🤍.”
Actor Tracee Ellis Ross also shared a look at her American Riviera Orchard goodies on her Instagram Story on April 18. The basket similarly featured a ceramic pot holding lemons and a jar of jam, this one marked “21 of 50.” Nestled in the back was an envelope bearing Ross’s name, presumably in Meghan’s signature calligraphy.
Others who received the goodie basket from the duchess include momager Kris Jenner, actor Mindy Kaling, model Chrissy Teigen, Argentine socialite Delfina Blaquier, Prince Harry’s polo buddy and actor Nacho Figueras, Meghan’s friend Kelly McKee Zajfen, and Meghan’s former Suits costar Abigail Spencer.
“Thank you @americanrivieraorchard,” Jenner wrote over a photo of the goodie basket on her Instagram Story.
“This jam is my jam. A delicious taste of what’s to come indeed… love you so M,” Spencer wrote alongside a series of photos with the jam on Instagram.
She may eventually sell dog treats.
Polo star Nacho Figueras, a close friend of the Duke and Duchess of Sussex, posted photos of new American Riviera Orchard samples on his Instagram Story in June 2024. The snaps showed a jar of raspberry jam (whose label marked it as the second jar of a total two), as well as a jar of bone-shaped dog biscuits. While it’s unclear whether Meghan made the dog treats as part of her brand’s offerings or simply as a gift for her friend, the trademark application for the brand did include dog treats and other pet supplies. (Meghan also makes homemade dog treats in her new show, so it’s very possible she will be doing the same for her brand.)
