Meghan Markle is fully embracing her new era.
The Duchess of Sussex, 43, shared an inspiring new Instagram post on Thursday, February 20, that appeared to tease the first product under her newly rebranded company, As Ever, as well as sweet nods to her husband, Prince Harry, and her son, Prince Archie, 5.
Meghan shared a snap of a vision board featuring recipes, pictures and inspirational quotes on Thursday. “From memory lane to the memories I’m making today…” she captioned the post.
Among the items on the vision board are several jam jar labels for a raspberry spread bearing the As Ever brand name and logo. Meghan revealed on Monday, February 17, that her company — previously American Riviera Orchard — will continue to release jam. Meghan dropped her first spread, a strawberry jam, last year.
“Of course, there will be fruit preserves,” Markle said in an Instagram video Monday explaining the rebrand from American Riviera Orchard to As Ever. “I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks, guys!”
Meghan’s vision board also has sweet references to Harry, 40. In the bottom right-hand corner of the image is a watercolor painting depicting Meghan and Harry walking their recently deceased dog, Guy, and sharing a kiss.
Next to the painting is a green star with her son Archie’s name scribbled across it in childlike handwriting, suggesting that the young prince created the artwork. (Meghan and Harry also share a daughter, Princess Lilibet, 3, who features on the As Ever website.)
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The collage also features a recipe for a cocktail called the Signature Tig Cup, photos of various tasty dishes and several inspirational quotes. “Stay close to people who feel like sunshine,” reads one of the quotes. Another one reads, “I love you with all my butt. I would say heart but my butt is bigger.”
Meghan announced her company’s rebrand via Instagram on Monday ahead of the release of her new Netflix show, With Love, Meghan. “Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area,” Meghan said in a video.
Meghan said she confirmed the name change when “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.”
“As Ever essentially means ‘as it’s always been,’ and if you’ve followed me since 2014 with The Tig [her former lifestyle blog], you know I’ve always loved cooking and crafting and gardening — this is what I do,” the duchess said.
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The brand’s name was changed to reflect the expansive range of products that will be offered — and to suggest something geographically broader and more expansive than ARO, which referred to Meghan and Harry‘s adopted California home (i.e. “American Riviera”), Us Weekly learned on Thursday.
While the Duchess of Sussex will indeed be sharing things created and grown at home, the brand’s vision is larger in scope. Meghan also has a personal connection to the new name, Us understands.
Meghan has always loved the phrase “As Ever” — used to convey “as it’s always been” — and has signed off letters using the phrase for years.
