Meghan Markle is making waves on Instagram and since unveiling her personal account at the start of the year, the Duchess of Sussex has drawn in an impressive two million followers, and counting.
The 43-year-old royal launched @meghan on the 1st of Jan, kicking things off with a cinematic video of herself running along the beach to write “2025” in the sand. The clip, filmed by none other than Prince Harry, set the tone for what’s become a carefully curated blend of personal and professional updates.
Meghan’s recent brand announcement may have something to do with it. On February 18, she posted a sunny, selfie-style video (featuring a surprise Prince Harry cameo!) to reveal that her lifestyle brand, previously known as American Riviera Orchard, would now go by a new name: As Ever.
The former Suits star originally soft-launched American Riviera Orchard in March 2024, even sending out jam with the brand’s logo to lucky friends. But as she explained in her latest post, the name didn’t fully align with her vision.
“Last year, I thought, ‘American Riviera—that sounds like such a great name!’” Meghan shared. “It’s my neighborhood; it’s a nickname for Santa Barbara. But it limited me to things just grown or made in this area.”
With that, she unveiled As Ever, a name she secured back in 2022 and has been waiting for the perfect moment to share. “As Ever means ‘as it’s always been,’” Meghan explained, drawing a nostalgic link to The Tig, her beloved lifestyle blog that ran from 2014 to 2017. “If you’ve followed me since The Tig, you know I’ve always loved cooking, crafting, and gardening. I haven’t been able to share it with you in the same way for the past few years, but now I can.”
And of course, Meghan had to throw in a little royal-approved humour: “There will be fruit preserves; I think we’re all clear at this point that jam is my jam.”
Following her big announcement, the official As Ever website went live, featuring a heartwarming image of Meghan running through a field with her three-year-old daughter, Princess Lilibet. The landing page, adorned with a logo of a palm tree and hummingbirds, invited fans to “Save your seat at the table.”
The Instagram presence for As Ever is also officially in motion. The newly launched @aseverofficial account made its debut with a cozy snapshot of Meghan drizzling honey onto a croissant at an outdoor table, her signature jam beside her and a loyal beagle by her side.
Main Image: People Magazine
