The Duchess of Sussex is moving full steam ahead in anticipation of her upcoming Netflix series, With Love, Meghan, set to premiere on March 4. The Duchess of Sussex shared exciting news on Tuesday morning through a pre-recorded Instagram video: in addition to the show, she is launching a new business named As Ever.
The brand, created in collaboration with Netflix, will continue offering her popular American Riviera fruit preserves alongside a variety of yet-to-be-revealed products.
In the video, Meghan appeared relaxed in her Montecito garden, surrounded by plants, fruit trees, and her dog exploring the background. “Cat’s out of the bag…I’m surprised we kept this secret for so long,” she began, addressing the camera with a smile. She wore her hair in a loose bun and opted for a casual outfit of a white linen shirt and jeans.
She continued: “In two weeks, my show’s coming out, which I’m so excited for. And also, my business — which I know there’s been a lot of curiosity about.”
Meghan explained that while she initially named her brand American Riviera — inspired by the Santa Barbara nickname and neighborhood — the name felt limiting. “Then Netflix became not just my partner for the show, but for my business too, which was a game-changer.”
The mother of two shared that she secured the As Ever name in 2022 but kept it under wraps until now. “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.”
In her caption, Meghan further elaborated on the new venture: “I’m thrilled to introduce you to As Ever — a brand I created and have poured my heart into.” She explained the meaning behind the name: “‘As ever’ means ‘as it’s always been’ or ‘in the same way as always.’ If you followed me during my days with The Tig, you’ll know how true this is for me.”
She described this new chapter as a continuation of her passion for food, gardening, entertaining, thoughtful living, and embracing joy in everyday life. “I’ll be sharing behind-the-scenes updates as we gear up for the launch, and I can’t wait for you to experience everything we’ve created. Sending lots of love…”
Signing off with her signature: “As ever, Meghan,” she closed the life update.
Meghan’s American Riviera line, launched in 2024, initially gained buzz through taste-testing among her close friends. Now, fans eagerly await the full reveal of what As Ever has to offer.
