Calling all Meghan Markle fans! Since the Duchess of Sussex teased her new business, American Riviera Orchard, back in March 2024 – via an Instagram account of the same name, by launching a site and by gifting homemade jams to a select few friends – many have been wondering when it will properly launch. Now (plot twist) it seems like the answer to that one is... maybe never? But a shiny new royally-approved business will be making its way into the world very soon instead.
The Duchess has posted a new Instagram video explaining that she's focussing on a brand called As Ever, and reminded her followers that her new Netflix series, With Love, Meghan, drops on 4 March (after being postponed due to the LA fires).
It sounds like As Ever will be offering similar products (largely homewares) to that rumoured to be a part of the American Riviera Orchard line – and the website's landing page features a super cute photo of Meghan and her daughter Lilibet, 3, walking barefoot in a lush green Californian setting.
"In two weeks, my show is coming out, which I'm so excited for, and also my business, which I think there's been a lot of curiosity about," Meghan explained in a new self-shot clip. "Last year, I thought you know what? 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."
Further reports in the media suggest that Meghan also ran into trademarking issues over the name, experiencing difficulties when filing the necessary paperwork due to the term 'American Riviera' already being used by other websites and due to some of the products set to appear in the line spanning multiple categories (as per The Independent, one example being cooking utensils could be manual or electric). So basically, ARO was sadly shaping up to be somewhat of a headache.
Cut to today and Meghan has shared that Netflix is now also a partner for the business, not just for her upcoming lifestyle show, and that instead everything will be housed under the name As Ever.
Everyone's clicking on...
"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 [which] essentially means as it's always been," she explained to followers in her latest post. "And if you followed me since 2014 with The Tig [Meghan's former lifestyle blog], you know I've always loved cooking and crafting and gardening. This is what I do. And I haven't been able to share it with you in the same way for the past few years, but now I can."
Celebrating the news she added, "So as things are starting to trickle out there, I wanted you to hear it from me. First, of course, there will be fruit preserves. I think we're all clear at this point that jam is my jam, but there's so many more products that I just love that I use in my home. And now it's time to share it with you. So I can't wait for you to see it!"
So, anyone else want a t-shirt with 'jam is my jam' printed on it now?!
Jennifer Savin is Cosmopolitan UK's multiple award-winning Features Editor, who was crowned Digital Journalist of the Year for her work tackling the issues most important to young women. She regularly covers breaking news, cultural trends, health, the royals and more, using her esteemed connections to access the best experts along the way. She's grilled everyone from high-profile politicians to A-list celebrities, and has sensitively interviewed hundreds of people about their real life stories. In addition to this, Jennifer is widely known for her own undercover investigations and campaign work, which includes successfully petitioning the government for change around topics like abortion rights and image-based sexual abuse. Jennifer is also a published author, documentary consultant (helping to create BBC’s Deepfake Porn: Could You Be Next?) and a patron for Y.E.S. (a youth services charity). Alongside Cosmopolitan, Jennifer has written for The Times, Women’s Health, ELLE and numerous other publications, appeared on podcasts, and spoken on (and hosted) panels for the Women of the World Festival, the University of Manchester and more. In her spare time, Jennifer is a big fan of lipstick, leopard print and over-ordering at dinner. Follow Jennifer on Instagram, X or LinkedIn.
