Meghan Markle has relaunched her lifestyle brand, telling her 1.8 million Instagram followers that it will draw parallels with her blogging days on The Tig.
The Duchess of Sussex inaugurated her brand American Riviera Orchard last spring, sending 50 jars of prestigious strawberry jam to her friends to coincide with the launch. But after 10 months of dormancy, Meghan has now revived her vision under the name As Ever.
Announcing the news on social media, a thrilled Meghan shared a personal video message expressing her excitement about the next chapter, which also comes as she's set to take the helm of a new Netflix series, With Love, Meghan.
Revealing in her post that the streaming giant has partnered with her in her business, Meghan went on to write in her caption, 'Some of you may have heard whispers about what I’ve been creating. In two weeks, my series on @netflix launches - but there’s something else I’ve been working on. I’m thrilled to introduce you to As Ever - a brand that I created and have poured my heart into. "As ever" means "as it’s always been" or some even say "in the same way as always".'
In 2014, Meghan dipped her toe into the world of lifestyle blogging with the launch of her site, The Tig. However, she gave it up and shut it down in 2017, months before marrying Prince Harry and beginning her short-lived experience of royal life.
Meghan, 43, continued of As Ever, 'If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. 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. Sending lots of love…'. She signed off, 'As Ever, Meghan'.
In the video, Meghan revealed why she decided to shelve American Riviera Orchard and start afresh with As Ever. She explained, '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. Then Netflix came on, not just as my partner in the show but as my partner in my business, which was huge. 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.'
She continued by reflecting on her Tig days, then added of her favoured content, 'I haven’t been able to share it with you in the same way for the past few years, but now I can - so, as things are starting to trickle out there, I wanted you to hear it from me first.'
Millie Payne is a News and Entertainment Writer for Grazia. She has specialised in showbiz interviews, features, articles and roundups for over three years and loves combining her love for writing, talking and all things popular culture.