The debut of Meghan Markle’s new lifestyle brand, As Ever, happened in the blink of an eye. Launched on April 2 at 9 a.m. ET, the Duchess of Sussex’s first-ever collection of curated home goods, which included three herbal teas, two baking mixes, flower sprinkles, a raspberry spread and limited edition wildflower honey, sold out in less than an hour.
Inspired by Markle’s “long-lasting love of cooking, entertaining, and hosting,” per the As Ever website, the eight-product line ranged from $12 to $28 and first appeared on Markle’s lifestyle series on Netflix, With Love, Meghan, which premiered in March.
Those subscribed to As Ever’s newsletters received a welcome message from Markle on its debut morning, to usher in the brand’s release.
“If you’ve been receiving these newsletters, you’ve been reading my musings about this brand and why it means so much to me — why it’s so personal, why it brings me joy, and how I hope that it becomes both personal and joyful for you too,” she wrote, before signing off, “Welcome to As Ever … this is just the beginning.”
The hope, Markle shared in the brand’s April 1 newsletter, is for the collection to “mimic the magic of Montecito in a way you can recreate at home.”
Before the first As Ever collection became available online, the New York Times published an interview with Markle that took place at her Montecito, Calif., home. A no-photo policy was observed, for security purposes, but the interview was the first in which a reporter was invited to observe Markle in her element, in the privacy of her own home.
Markle and Prince Harry share Prince Archie, 5, and Princess Lilibet, 3, and Markle opened up about how she hopes to balance her work life with her home life. As Ever, she told the Times, gives her the opportunity to do exactly that.
“I need to work, I love to work,” she said, adding, “this is a way I can connect my home life and my work.”
In response to criticism that her post-royal lifestyle is out of touch, Markle told the Times, “Don’t they know my life hasn’t always been like this?”
Markle doesn’t claim to be a renowned chef, nor does she want fans to believe she is. Her kitchen, the Times reports, is complete with two “mostly dormant” pizza ovens, and she said her attempt at baking sourdough bread was “boring” and “traumatic.”
“There are professionals who do that better than I ever will,” she told the publication.
The brand was formerly known as American Riviera Orchard, but the Duchess of Sussex announced its rebrand to As Ever on Instagram in February. She reportedly changed the brand’s name as a result of trademark issues.
“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always,’” she wrote.
Leading up to the brand’s official launch, she took to her personal Instagram on April 1 to share glimpses of her creative process. In one clip, Markle is stirring her Le Creuset casseroles as she sways at the stove in her kitchen. In another, she’s assessing the packaging for As Ever’s crepe mix.
“I can’t go to sleep without giving a huge thanks to the fellas who have been with me on every creative endeavor for over a decade[-plus],” Markle wrote of her collaborators Jake Rosenberg, Daniel Martin and the digital agency Article in a separate post on Instagram. “Thank you for being the best partners through thick and thin.”
Markle’s inaugural product line comes a month after the premiere of With Love, Meghan, which catapulted to TikTok fame recipes like her one-pot pasta, spring garden pasta salad and “Chantilly Lili” banana pudding, named after her daughter.
The brand marks the Duchess of Sussex’s latest endeavor in the lifestyle space this year. In addition to premiering her eponymous lifestyle show, which will be getting a Season 2, Markle launched her ShopMy page on March 24, featuring a “handpicked and curated collection” of clothing items and beauty products she says she loves and uses.
As Ever, which Markle describes as a “love language” on the brand’s official website, feels like a return to form for the former actress, who ran a personal lifestyle blog, the Tig, from 2014 to 2017. Featuring a blend of thought pieces she wrote herself, beauty tips, travel tips and conversations with successful women, the Tig functioned as a passion project for Markle, who launched it while filming the legal drama Suits.
For Markle, As Ever, feels like a reimagining of that era.
“My husband met me when I had The Tig, and I see this spark in his eye when he sees me doing the thing that I was doing when he first met me,” Markle told People magazine in March. “It’s almost like a honeymoon period again, because it’s exactly how it was in the beginning when he’d watch me scribbling away, writing newsletters, fine-tuning edits and just really being in the details of it. I think he loves watching as much as I love doing that creative process. It’s just been fun. This is who I’ve always been.”
As fans await the release of Markle’s next As Ever collection, they can listen to her upcoming podcast. Launching on April 8 with Lemonade Media, Confessions of a Female Founder will be the Duchess of Sussex’s first podcast in three years, since Archetypes debuted on Spotify in 2022. With Markle as its host, it will spotlight female entrepreneurs and their pathways to success.
“Through my friendships and relationships, we’re able to dive into the type of insights that everyone wants to know as they’re building a business, and that I’m able to tap into as I’m building my own business with As Ever,” Markle said in a statement when the podcast was first announced.
