The Duchess of Sussex has given us a significant update in regards to her lifestyle brand as the first few products were available to buy.
The website for 'As Ever' is live, with Meghan telling prospective buyers that they will be able to get first dibs on an array of lifestyle merchandise when they go on sale on Wednesday, 2nd April.
Less than one hour after the brand was officially launched, every single product sold out, with Meghan taking to Instagram to celebrate the news.
"Our shelves may be empty, but my heart is full!" she wrote. "We sold out in less than one hour and I can’t thank you enough…for celebrating, purchasing, sharing, and believing. It’s just the start."
Meghan's first few products for the brand include a raspberry spread (also available with keepsake packaging, with the duchess previously revealing on social media that 'jam is her jam'), honey preserve and a selection of herbal teas. The duchess is also touting premade crepe and shortbread mixes to be whipped up quickly and from the comfort of your own kitchen.
Edible flower sprinkles, which have become a signature of Meghan's after she used them liberally in her new series, With Love, Meghan, can also be purchased.
And the flower sprinkles themselves have proved to be among the most popular products, selling out just hours after they were made available.
In a newsletter, the duchess told brand followers that the jam she is selling will come in 'keepsake packaging' and that the jar can be used as a flower pot or a pen holder once you've enjoyed the spread.
"Ever since I can remember, I’ve been dreaming up easy ways to elevate the everyday into the exceptional," she says. "I always knew that I wanted to turn these ideas into something real, and to make beautiful items that spark connection and celebrate quiet, meaningful moments.
"Of course, you’ll find the raspberry spread that started it all, presented in keepsake packaging that you can repurpose to tuck away love notes or special treasures, and to remember this pivotal moment with me. Think of it as our time capsule."
Meghan, whose new podcast will be released in April, also urged those reading her newsletter to follow their creative passions.
"I hope when you see what I’ve worked so hard to create, you’re encouraged to know that whatever life brings you, you can do it too," she says. "Your value, your creativity, your joy — that is you, as it’s always been and always will be. You are you — As ever, and for ever.
"Someone once told me the biggest risk you can take is deciding not to take one at all. Now, after careful planning and preparing (while also parenting!), it’s time to bring As Ever from my home to yours so you can make the everyday exceptional in an easy yet meaningful way."
The goods come after Meghan revealed why she had renamed her lifestyle brand to 'As Ever'.
Previously announcing the project on Instagram in March last year, the duchess revealed that she was launching 'American Riviera Orchard' – a brand which reports alleged would focus on home, garden, food and general lifestyle content.
While the project was initially intended to go live last summer, things seemed to stall in regards to the brand – with Meghan explaining on her own newly relaunched Instagram the issues which prompted the new 'As Ever' brand name (which the website describes as 'a love language').
"Last year, I had thought, 'American Riviera', that sounds like such a great name. It's my neighbourhood – it's a nickname for Santa Barbara – but it limited me to things that were just manufactured and grown in this area," she explains.
"'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'.
"Of course, there will be fruit preserves; I think we're all clear at this point that jam is my jam. But there are so many more products that I just love, and now it's time to share them with you. So I just can't wait for you to see it. Thanks guys!"
But there has been a hiccup in renaming the brand to 'As Ever'. It has been reported that documents filed at the US Patent and Trademark Office (USPTO) has requested to sell aprons and other items of clothing, in addition to other goods, under the 'As Ever' brand in 2022.
However, there was a 145-page partial rejection in 2023, as the brand had a similar name to a Chinese clothing company, known as ASEVER. "The marks are identical in sound and virtually identical in appearance and are thus confusingly similar for the purposes of determining likelihood of confusion," was the response from USPTO at the time.
This has since been remedied, with a new trademark granted to Meghan's 'As Ever' brand in 2024 after mentions of clothing sales were removed.
This must also be somewhat of a relief for Mark Kolski, who runs Brooklyn-based vintage clothing brand As Ever. He has since received a small bump in traffic and interest as buyers confused his venture with the Duchess of Sussex's.
Kolski has confirmed he will not seek any legal action. "I just want to know that I can keep my name, and make clothes," he told Women's Wear Daily in an interview. "Another aspect is, will the confusion of an association have an impact on me? That’s the unknown and I really have no control over that.
"I’m taking steps to protect my business to allow me to make clothing under my name. If anything arises that becomes a roadblock for me to do that, I’ll just have to evaluate that on merit and see what steps I should take."
Of course, this isn’t the first time that Meghan has been at the helm of a lifestyle brand. Prior to her royal wedding to Prince Harry, the Suits actress ran her own blog, The Tig, from 2014 to 2017. Meghan has previously described the website as a digital "conversation between girlfriends", which covered fashion and beauty content, but also published inspiring pieces for young women. In 2022, it was reported that Meghan had applied to trademark The Tig, sparking speculation of a rebrand.
In the caption to her video post, Meghan referenced her former lifestyle brand.
"If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me," she says, "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. I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating."
With Love, Meghan, the duchess's new Netflix series, heralded the products being launched on As Ever.
The show was meant to launch earlier in the year, but was delayed at the duchess' request due to the ongoing wildfires that ripped through California.
It's been a particularly busy few weeks for both the Duke and Duchess of Sussex, with the pair launching the latest iteration of Prince Harry's Invictus Games over in Vancouver, Canada. See highlights from the tour here.
