Meghan, Duchess of Sussex, renames lifestyle brand to ‘As Ever’
As she began promoting her new Netflix show titled “With Love, Meghan,” the Duchess of Sussex took to Instagram on Tuesday to share a video filmed by her husband, Prince Harry.
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After much ado, Duchess Meghan’s As Ever lifestyle brand has finally arrived.
The domestic Duchess of Sussex took to social media Wednesday to mark the milestone as her first line of products was released to fans.
“We’re live! Come shop the As ever collection I’ve poured so much love into. So excited to share this with you 💫,” Meghan captioned an Instagram post, also revealing that Wednesday’s release is available to fans in limited quantities.
The first As Ever drop sold out in under an hour and one product — the limited-edition wildflower honey with honeycomb for $28 — had fans buzzing, selling out in less than five minutes. The featured products in the company’s first collection included $12 herbal tea in three flavors: hibiscus, peppermint and lemon ginger.
As Ever sold $14 crepe mix and $14 shortbread cookie mix with flower sprinkles. A raspberry spread also carried a $14 price point. Flower sprinkles were available for $15. As Ever is produced alongside Netflix, which also produces the former royal’s lifestyle show “With Love, Meghan,” which premiered last month and was renewed for a second season.
Duchess Meghan launched a new website for As Ever last month with a homepage featuring a photo of herself running on grass with Princess Lilibet, the 3-year-old daughter she shares with Prince Harry. The couple also share 5-year-old son Prince Archie.
The website currently has no content other than a homepage inviting followers to “save your seat at the table” by subscribing with their email address. In an Instagram video last month featuring Prince Harry, Meghan said her business will be launching in conjunction with “With Love” and she explained why she decided to change the name.
“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,'” Meghan said. “But it limited me to things that were just manufactured and grown in this area. Then Netflix came on not just as my partner in the show, but as my partner in my business, which was huge.”
Duchess Meghan introduced As Ever under different name last March
In March of last year, amid sister-in-law Princess Kate’s viral photo editing scandal, Meghan made a buzzy return to Instagram after years away to introduce fans to a lifestyle project then known as American Riviera Orchard.
The account, @americanrivieraorchard, featured nine posts on Instagram, laid out on the account’s grid to say American Riviera Orchard Montecito in a nod to her and Harry’s California home base in Santa Barbara County.
A grainy Instagram story video to the late jazz singer Nancy Wilson‘s “I Wish You Love” features vignettes of the duchess arranging flowers and cooking in the kitchen at what appears to be her home with Prince Harry in Montecito, California. The account’s bio says, “by Meghan, The Duchess of Sussex” and “Established 2024” while teasing a website, americanriviera.com.
At the time, Meghan’s star-studded list of close friends treated fans to a first look at the “Suits” alum’s secret project. Fashion designer Tracy Robbins, whose husband is Paramount Pictures CEO Brian Robbins, shared a post on her Instagram story of the first product: a strawberry jam, placed in a basket surrounded by lemons.
Now, one year later, Meghan’s lifestyle brand is finally growing beyond its royal roots.
Contributing: Anna Kaufman, Brendan Morrow; USA TODAY