For nearly a year, Meghan Markle’s lifestyle brand existed in a cloud of beige linen, handwritten labels, celebrity gift baskets, and one very famous jar of jam. The project was initially introduced as American Riviera Orchard, but shoppers had more questions than products: Was it a food company? A home decor label? A wellness empire? A royal version of a farmers market where every strawberry had excellent public relations?
That mystery officially ended when the Duchess of Sussex renamed the business As Ever and revealed its first collection. The answer was surprisingly focused: Meghan began by selling fruit spread, honey, herbal tea, baking mixes, and edible flower sprinkles. The brand later expanded into wine, candles, chocolates, seasonal entertaining products, and gift sets.
In other words, As Ever is not merely selling breakfast. It is selling Meghan’s interpretation of an inviting, carefully arranged lifeone in which the tea is soothing, the table is decorated, and nobody discovers an unopened package of paper napkins five minutes before the guests arrive.
From American Riviera Orchard to As Ever
Meghan first teased American Riviera Orchard in March 2024. The name referenced the Santa Barbara area of California, often called the American Riviera, where Meghan lives with Prince Harry and their children.
The early promotion included a softly styled website, an Instagram account, and numbered jars of strawberry jam sent to selected friends and public figures. Recipients posted photographs of the preserves alongside lemons, flowers, and rustic baskets, creating enormous curiosity without revealing a complete retail plan.
In February 2025, Meghan announced that American Riviera Orchard would become As Ever. She explained that the original name felt geographically restrictive because it suggested that everything had to be grown or manufactured around Santa Barbara. A broader name would allow her to introduce products from other regions and move into categories beyond locally produced food.
The phrase “as ever” means something close to “as it has always been.” Meghan had also used it as a personal sign-off and reportedly secured the name years before the public launch. More importantly, it connected the new business to interests she had explored through The Tig, her former lifestyle blog covering food, travel, fashion, entertaining, and personal reflections.
The rebrand therefore clarified the company’s ambition. As Ever would not be a souvenir shop for Montecito. It would be a flexible lifestyle label built around Meghan’s tastes and domestic routines.
What Did Meghan Markle’s Brand Initially Sell?
As Ever’s first retail collection became available on April 2, 2025. Developed with Netflix’s consumer-products division, the initial assortment contained eight signature products inspired by cooking, hosting, and everyday rituals.
The opening lineup included:
- Raspberry spread
- Limited-edition wildflower honey with honeycomb
- Flower sprinkles made from edible petals
- Herbal lemon ginger tea
- Herbal peppermint tea
- Herbal hibiscus tea
- Crêpe mix
- Shortbread cookie mix with flower sprinkles
The collection sold out in less than an hour, while the limited-edition honey reportedly disappeared within minutes. Some of that demand undoubtedly came from royal curiosity and a year of product teasing. Still, customers had now voted with their credit cards, which tend to be less poetic than Instagram comments.
Fruit Spreads: The Product That Started Everything
Fruit preserves remain the emotional and commercial center of As Ever. The first widely publicized product associated with the brand was strawberry jam, but the official launch emphasized raspberry spread.
Calling it a “spread” rather than jam may sound like a tiny semantic detail, but food labeling can depend on ingredients, fruit concentration, sugar levels, and preparation methods. The softer term also fits the company’s casual-luxury personality. “Spread” sounds as though it belongs on warm toast beside a linen napkin. “Jam” sounds as though it may be eaten directly from the refrigerator while nobody is watching. Both are respectable lifestyles.
As the company expanded, its preserve selection grew to include raspberry, strawberry, blackberry, and orange marmalade. Individual jars have generally occupied an accessible premium price range, while keepsake packaging, trios, and gift boxes provide more expensive options.
This category is a smart foundation for the brand. Fruit spread is familiar, giftable, photogenic, and easy to connect with recipes. It can appear at breakfast, on a cheese board, inside desserts, or in a cocktail. One product can generate dozens of pieces of lifestyle content without requiring shoppers to remodel their kitchens.
Honey for the Premium Pantry
As Ever’s honey products occupy a more elevated tier. The original launch featured wildflower honey with honeycomb, while later offerings included varieties such as sage, orange blossom, and lavender honey.
Honey supports the brand’s garden-inspired storytelling while offering plenty of uses. It can sweeten tea, complement yogurt, glaze vegetables, dress cheese, or make an ordinary breakfast look suspiciously like a magazine photograph.
The pricing also helps position As Ever above mass-market grocery brands without pushing every product into unreachable luxury territory. A shopper may hesitate before purchasing an expensive decorative object, but gourmet honey can be justified as food, a hostess gift, and a small indulgence all at once.
Herbal Teas and Baking Mixes
The three original herbal tea blendslemon ginger, peppermint, and hibiscusextended As Ever beyond preserves while staying close to Meghan’s message of comfortable daily rituals.
Tea is especially useful for a personality-led lifestyle brand. It can represent hospitality, relaxation, health-conscious living, conversation, or a quiet moment alone. It also pairs naturally with honey, cookies, candles, and nearly every other product the company sells.
The crêpe and shortbread mixes translated recipes and ideas from With Love, Meghan into something viewers could prepare at home. Rather than expecting customers to become professional pastry chefs overnight, the mixes offered a shortcut to the show’s polished aesthetic.
That accessibility matters. The underlying message is not, “Become Meghan Markle.” It is, “Add this mix, use a pretty plate, and enjoy a more graceful Saturday morning.” That is a considerably easier assignment.
Edible Flower Sprinkles
Flower sprinkles may be the product that best captures the personality of As Ever. They are not essential, which is precisely the point. The mixture of edible petals is designed to decorate cakes, toast, salads, yogurt, drinks, and other dishes.
A jar of flower sprinkles turns an ordinary meal into content, a centerpiece, or a small occasion. They embody Meghan’s recurring idea of elevating simple experiences through thoughtful details.
Of course, skeptics may wonder whether pancakes need botanical confetti. Strictly speaking, they do not. Pancakes also do not need maple syrup shaped like a smile, but life has survived worse forms of optimism.
As Ever Expanded Into Wine
In July 2025, As Ever moved into alcoholic beverages with a Napa Valley rosé. The first release was a 2023 vintage sold primarily in multi-bottle quantities. It sold out rapidly and was followed by another rosé release based on the 2024 vintage.
The wine category made strategic sense. Rosé fits the company’s sunny California imagery, outdoor entertaining themes, and soft visual palette. It can appear naturally at lunches, picnics, celebrations, and dinner partiesthe exact settings featured throughout Meghan’s lifestyle content.
The current wine portfolio has also included a 2021 Vintage Napa Valley Brut made from pinot noir and chardonnay grapes. Compared with a jar of spread, sparkling wine moves As Ever further into celebration, gifting, and special-occasion spending.
As of August 2026, the company’s wine shop listed the 2024 Napa Valley Rosé at $35 per bottle and the vintage brut at $89, although prices, shipping rules, and availability can change.
Candles, Chocolates, Gifts, and Seasonal Products
The brand’s 2025 holiday collection confirmed that As Ever was becoming much broader than a pantry business. New releases included hand-poured candles, sparkling wine, fruit-spread sets, honey collections, and mulling-spice kits.
Signature Candles
As Ever’s candle collection uses numbers connected to personal dates and stories. Signature Candle No. 519, for example, references Meghan and Prince Harry’s May 19 wedding date. Its fragrance profile includes mint, tea leaves, cardamom, and woody notes.
Signature Candle No. 084 refers to Meghan’s August 4 birthday and combines water lotus, sandalwood, and California poppy. Additional candles have expanded the fragrance collection with combinations featuring amber, water lily, ginger, neroli, and cashmere-inspired notes.
At around $64 for an individual candle, this category sits firmly in premium lifestyle territory. The customer is not simply purchasing wax and a wick. The customer is purchasing atmospherewhich, to be fair, is much easier than cleaning the entire house before company arrives.
Chocolate and Gift Sets
As Ever has also introduced chocolate caramels through a collaboration with Los Angeles chocolatier Compartés. Gift sets combine spreads, honey, candles, teas, and other products in coordinated packaging.
Bundling is central to the brand’s growth. A $12 jar can attract a curious first-time customer, while a fruit-spread trio, honey duo, candle set, or complete pantry collection raises the average purchase value. It also makes As Ever useful for birthdays, holidays, thank-you gifts, and hostess presents.
Small Lifestyle Accessories
In January 2026, As Ever entered another category with a limited-edition leather bookmark designed by Meghan. Stamped with the phrase “Fell asleep here” in her handwriting, it was sold individually and in a relaxation-themed bundle.
The bookmark may be a small product, but it demonstrates the flexibility of the As Ever name. The company can move from jam to reading accessories without abandoning its central promise of making everyday moments feel more intentional.
What Is As Ever Actually Selling?
The physical catalog is easy to summarize: spreads, honey, tea, wine, candles, chocolates, spices, baking products, gifts, and selected accessories. The deeper commercial proposition is more interesting.
As Ever sells a version of accessible aspiration. Its world contains gardens, handwritten notes, seasonal fruit, candlelit rooms, thoughtfully arranged tables, and recipes that seem relaxed despite clearly having met a production team.
The brand does not compete primarily on technical innovation. Nobody was waiting for a revolutionary raspberry. Instead, it competes through curation, presentation, personal storytelling, and the emotional value attached to hospitality.
That places As Ever somewhere between a specialty food company, a premium gift shop, and a celebrity-driven lifestyle platform. It has elements of gourmet pantry brands, home-fragrance labels, and modern direct-to-consumer businesses, but Meghan’s public identity ties the categories together.
The Business Strategy Behind Meghan Markle’s Brand
Affordable Entry Products and Premium Upgrades
As Ever uses a pricing ladder. A customer can enter through a relatively affordable jar of spread or box of tea, then move toward premium honey, wine, candles, bundles, and gift collections.
This structure keeps the brand from becoming either too ordinary or too exclusive. Lower-priced pantry items generate trial and repeat purchases. Higher-priced products provide stronger margins and make the label feel luxurious.
Limited Drops Create Urgency
The first launches relied on seasonal availability and limited quantities. Products selling out quickly generated headlines, social discussion, and a sense of scarcity.
Scarcity can be effective, but it must eventually be balanced with dependable inventory. Customers enjoy the thrill of securing a limited release; they enjoy refreshing an unavailable product page considerably less.
Content and Commerce Support Each Other
With Love, Meghan gave the products a ready-made storytelling environment. Viewers could see food prepared, tables arranged, flowers used, and guests entertained. As Ever then offered physical goods connected to that experience.
Netflix’s consumer-products division helped develop the first collection. In March 2026, however, it was announced that Netflix would step back from the business and Meghan would continue growing As Ever independently.
The separation creates both freedom and pressure. As Ever can establish an identity beyond a streaming series, but it must also prove that customer demand can survive without constant support from Netflix programming.
Challenges As Ever Still Faces
Celebrity attention can produce an impressive launch, but sustainable retail success requires repeat customers. Shoppers must eventually purchase raspberry spread because they enjoy it, not merely because Meghan Markle’s name appears on the package.
The brand also needs a clear balance between exclusivity and convenience. Frequent sellouts can suggest popularity, but limited supply can prevent ordinary customers from forming buying habits.
Another challenge is category expansion. As Ever’s broad lifestyle identity permits candles, wine, tableware, accessories, and many other products. Yet moving too quickly could make the company feel like a collection of attractive objects rather than a coherent brand.
The strongest path may be to keep food, entertaining, and gifting at the center. Each new category should support the same recognizable experience: warmth, beauty, thoughtful details, and a little California sunshineeven when the customer’s actual view is a rainy parking lot.
Conclusion: As Ever Is a Lifestyle Brand, Not Just a Jam Company
We finally know what Meghan Markle’s brand is selling, and the answer is considerably bigger than preserves. As Ever began with raspberry spread, honey, herbal teas, baking mixes, and edible flowers. It then expanded into Napa Valley wine, premium candles, chocolates, seasonal spices, gift boxes, and lifestyle accessories.
The common thread is not a particular ingredient. It is Meghan’s approach to hosting and everyday living. As Ever packages ordinary ritualsbreakfast, tea, reading, gifting, lighting a candle, opening a bottle of wineand presents them as opportunities for beauty and connection.
Whether the brand becomes a lasting retail company will depend on product quality, availability, customer loyalty, and disciplined expansion. For now, As Ever has established a recognizable position: premium but approachable, personal but scalable, and polished without becoming completely untouchable.
It turns out the mystery brand was never merely selling jam. It was selling the table, the flowers, the candle beside the table, the drink served at the table, and possibly a bookmark for when everyone goes home.
The As Ever Experience: What Shopping the Brand Feels Like
Because product availability has changed frequently, the As Ever shopping experience begins with discovery. A customer may encounter the brand through Meghan’s social media posts, a television segment, a celebrity gift basket, a recipe, or an announcement about a seasonal release. The journey feels closer to following a lifestyle publication than browsing a conventional grocery website.
Once on the store, the visual presentation is restrained and romantic. Cream-colored packaging, script lettering, botanical references, soft photography, and gold details create consistency across categories. A jar of fruit spread and a $64 candle look as though they belong in the same kitchen, even though one will last a week and the other may be saved for guests deemed worthy of the good hand towels.
For a first purchase, the spreads and teas provide the lowest-risk introduction. They are familiar products with straightforward uses and prices that are easier to justify than a large gift collection. Raspberry spread can go on toast, biscuits, yogurt, or a cheese board. Hibiscus tea can be served hot or chilled. Flower sprinkles offer the fastest route to recreating the brand’s visual style, especially for shoppers who own neither an orchard nor a camera crew.
The premium items change the experience from grocery shopping to gifting. Honey packaged with honeycomb, a numbered candle, a wine crate, or a coordinated pantry set carries more emotional weight than a basic supermarket purchase. These products are designed to be presented, photographed, and discussed. The packaging becomes part of what the customer buys.
Shipping costs and wine-order requirements can affect the overall value. A single affordable item may become less economical after delivery fees, while bundles encourage a larger commitment. Customers should therefore compare the full checkout total rather than focusing only on the price displayed beside one jar.
Availability is another practical consideration. Early drops sold out rapidly, rewarding subscribers and fast shoppers while frustrating people who arrived later. The catalog has since become broader, and many products are now offered more consistently, but limited editions can still disappear. Email alerts and launch announcements remain useful for customers interested in a specific seasonal item.
The products work best when buyers participate in the brand’s intended rituals. A jar of spread eaten hurriedly over the sink is still food, but it does not deliver the complete As Ever fantasy. The company encourages customers to pair products, serve them attractively, use them in recipes, and share them with other people.
That does not mean every breakfast requires flowers and artisanal honey. The appeal lies in selectively adding one enjoyable detail: better tea during a quiet morning, a fruit spread for weekend pancakes, a candle before dinner, or a gift that feels more considered than a last-minute bottle from the nearest store.
Ultimately, the As Ever experience depends on whether a shopper values presentation and storytelling alongside the product itself. Consumers seeking the cheapest jam, tea, or candle will find countless alternatives. Consumers who enjoy Meghan’s aesthetic, thoughtful packaging, seasonal releases, and the idea of elevated everyday living are the natural audience.
That distinction explains the brand more clearly than any product list. As Ever is not trying to replace the entire pantry. It is trying to become the item in the pantry that makes an ordinary moment feel like an occasion.
