Meghan Unveils ‘As Ever’: A Lifestyle Brand Rooted in Passion and Purpose - What Meghan Wore (2025)

Late last night, Meghan announced the official rebranding of her highly anticipated lifestyle venture, formerly known as American Riviera Orchard, to As Ever.

The announcement, made via Instagram, comes just two weeks before the launch of her new Netflix series, With Love, Meghan, on March 4. This evolution marks a continuation of her passion for food, home, and thoughtful living—elements that once defined her beloved blog, The Tig.

In a candid video, Meghan shared her excitement about this new chapter. “The cat’s out of the bag,” she said with a warm smile, revealing that she had long envisioned As Ever as a name that truly captures her vision.

While American Riviera Orchard paid homage to her Santa Barbara home, Meghan explained that it felt geographically limiting. The new name, secured in 2022, offers a broader and more personal reflection of her brand’s essence—honoring the idea of continuity and authenticity.

A newly launched website for As Ever features an endearing image of Meghan and her three-year-old daughter, Princess Lilibet, running through a sun-drenched field—an intimate glimpse into the inspiration behind her brand. The Duchess has emphasized that As Ever will encompass everything she cherishes: cooking, gardening, entertaining, and embracing the joy found in everyday moments.

If you noticed those two palm trees in the homepage image you might recall Meghan spoke about them in her interview with the Cut in 2022 —

One of the first things my husband saw when we walked around the house was those two palm trees,” Meghan told the reporter. “See how they’re connected at the bottom? He goes, ‘My love, it’s us.’  And now every day when Archie goes by us, he says, ‘Hi, Momma. Hi, Papa.’ ”

She also incorporated a palm tree and humming birds into her logo.

If you watched the 2022 Netflix docuseries about the couple, you may remember the scene where Harry is outside with Archie watching the hummingbirds.

As a nod to her love of homemade goods, As Ever will include fruit preserves—a product that gained attention last year when select friends, including Kris Jenner and Chrissy Teigen, received Meghan’s handcrafted strawberry jam.

“I think we’re all clear at this point that jam is my jam,” Meghan playfully remarked in her video.

But the brand’s offerings will extend far beyond preserves, promising a curated selection of items reflecting her signature taste and lifestyle.

The Duchess has also been subtly hinting at her brand’s new identity for some time. Observant followers noticed her recent Instagram sign-offs: “As ever, Meghan.” The phrase, commonly used in British English, conveys an enduring sentiment—suggesting that, despite the passage of time, her core values and passions remain unchanged.

With As Ever and her upcoming Netflix series, Meghan is ushering in a new era—one that intertwines storytelling, craftsmanship, and connection.

Watch the full video below.

Now our look at What Meghan Wore in the Instagram post.

In the Reels video, Meghan dressed in a crisp white linen button-down and jeans. We have not yet been able to identify these pieces. Please check back for updates.

She accessorized her classic look with a meaningful piece of jewelry—a bespoke red heart pendant from The Gold Album, designed in collaboration with her close friend Kelly McKee Zajfen to support Children’s Hospital Los Angeles (CHLA). Meghan’s has Archie and Lili’s initials on it.

The pendant, which features a pavé diamond border, was created as a tribute to CHLA’s mission, with 15% of proceeds directly benefiting the hospital’s life-saving pediatric cardiac program. (Kelly McKee Zajfen pictured below, right)

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The choice of jewelry underscores Meghan’s commitment to philanthropy, seamlessly blending fashion with purpose.

She also had on her staple Cartier watch, bracelet, theValencia Key ‘Joy’ bracelet in 8k gold plated, $125 and a gold bead bangle we have not been able to identify.

******

We have a bonus piece today as well! On Friday, Meghan posted to her Instagram for Valentine’s Day. The Duchess shared —

View this post on Instagram

A post shared by Meghan, Duchess of Sussex (@meghan)

Meghan also shared this sweet video in her stories

Here is a breakdown of what Meghan wore as well as some of the home items seen in the clip.

Meghan wore a dress from Los Angeles-based Anemos — the D.K. Midi Wrap Dress in Matte Crepe, $455 in Espresso.

The dress is also available in Tawny and Black.

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Meghan Markle: Warum sie ihre Marke in «As Ever» umbenennt

She also had her Loro Piana ‘Loom’ bag, $4700, with her.

Thanks to Mary – Meghan’s Closet Chronicles for spotting the bag.

Meghan also had on her Lorraine Schwartz evil eye bracelet and Cartier ‘Juste Un Clou’ necklace.

Get Meghan’s bracelet look with this one from Etsy, $56.

In the stories video, Meghan used the following Kitchen items.

Meghan could be seen using the Cutler and Smyth ‘14cm Santoku Knife’, Reg. $192 – now $173.Please be aware this brand is currently only available for purchase in the UK.

The Instagram @blondemarkleidentified the heart-shaped plates from Pottery Barn Kids —‘Love Bug’ collection paired with matching bowls. The bowls are sold out, but the plates are still available and on sale.

Pottery Barn Kids, Love Bug Heart Shaped Plate, reg. $10.50 now $7.99 (clearance).

Meghan’s berry carton is the Crate and Barrel Chef’n Bramble Berry Basket, $9.99 (as identified by @jrpantal on Instagram).

Meghan’s butter knives & spoons are the Soho Home‘Elgin’ stainless steel cutlery, $65 per set of 5.

We will be back later this week with a recap post on Meghan’s fashion for the Invictus games as well as what Harry wore!

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