Meghan Markle is entering the lifestyle game with “As Ever”, and she’s bringing Montecito magic straight to your kitchen.
The Duchess of Sussex is officially launching her brand “As ever” this week, with the first drop featuring teas, baking mixes, and Meghan Markle’s signature raspberry jam. Yep, it’s finally happening. After months of speculation and subtle teases, Meghan’s long-awaited lifestyle brand is ready to hit shelves – and inboxes.
In an email titled “Made with Love,” Meghan gave subscribers a sneak peek into the inspiration behind the collection. She wrote: “Ever since I can remember, I’ve been dreaming up easy ways to elevate the everyday into the exceptional.” The goal? To make those small, cozy rituals feel a little more luxurious – think Sunday crepes, garden-picked lemon ginger tea, and handwritten love notes tucked away in keepsake jars.
As ever is less Goop, more grounded. Meghan positions it as an accessible way to bring connection and comfort to the table. Her lemon ginger tea blend is a simplified version of what she actually brews at home using lemons from her Montecito garden. The crepe mix? Inspired by her backpacking days through France.
Then there’s the jam. The signature raspberry jam that, according to Meghan, “started it all” will arrive in collectible packaging that doubles as a vase, pen holder, or memory jar. She’s not just selling products – she’s selling a feeling, a moment, a mood.
The whole launch feels very on-brand for Meghan: thoughtful, reflective, polished with a personal touch. And she’s betting that people want more than just another lifestyle brand – they want to feel seen. In her words: “Your value, your creativity, your joy – that is you, as it’s always been and always will be. You are you – As ever, and forever.”
With her husband Prince Harry and kids Archie and Lilibet by her side, Meghan’s Montecito life has been the subject of headlines and fascination. Now, she’s letting the public in, one crepe mix at a time.
The big question: will As ever catch on like Archetypes or become just another celebrity side hustle? For now, Meghan seems focused on connection over commerce.
And for her fans? This is the moment they’ve been waiting for. As ever is officially here – and it’s got jam.
Stay tuned as the collection rolls out this week, and if you manage to snag a jar, don’t forget to repurpose it. Meghan insists.
