In a new Instagram video, Meghan Markle shared some big news about her new brand, As Ever.
The duchess, 43, shared a video to announce the news to her 1.8 million followers.
As Ever is the new name for Meghan’s business American Riviera Orchard – which she unveiled in 2024. This is the latest update on Meghan’s apparent 2025 rebrand.
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Meghan Markle announces her new brand As Ever
In a video, Meghan, wearing a white shirt and blue jeans, was talking to the camera in her garden in Montecito.
“It’s recording,” Prince Harry could be heard saying at the top of the video as he hands Meghan the phone.
“The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long,” Meghan then said.
“In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about,” she then continued, referring to her new Netflix series With Love, Meghan – which premieres on March 4.
She then spoke of the new direction for her business, formerly known as American Riviera Orchard.
“Last year, I thought American Riveria, 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 manufactured and grown in this area,” she said.
American Riviera Orchard renamed to As Ever
The duchess continued.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,” she said.
“So I thought about it, and I’ve been waiting for a moment to share a name that I’d secured in 2022. And this is the moment.”
The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long.
“And it’s called ‘As Ever’,” she revealed.
“‘As Ever’ essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, 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, 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.”
Meghan marks ‘new chapter’ with her business
In the caption of the video, Meghan explained her new business direction a little more.
“This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday,” she wrote.
“I will keep sharing behind-the-scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love… As Ever, Meghan.”
TV favourite Davina McCall endured an “uncertain” time during her recovery from an operation to remove a benign tumour from her brain, her boyfriend has revealed.
Back in November, Davina shared that she was having an op to remove a rare brain tumour. And she told how partner Michael Douglas – a celebrity hairdresser – was on hand to support her throughout.
Michael has now spoken out about her recovery. He admitted it was “uncertain” at times, before revealing she’s continuing to recover well.
Michael Douglas opens up on Davina McCall’s brain tumour
Speaking to Closer, Michael admitted the diagnosis was tough on the two of them. While Davina coped well, he admitted there were times where he was left feeling “fragile”.
There was about a month of uncertainty where we just didn’t know what kind of recovery she was going to make.
Paying tribute to her strength, he shared: “Davina is a very strong person. I have had to rise to match her strength so there’s equity in the game.”
Sharing a health update, he continued: “She is doing really well. The general feeling is that it couldn’t have gone better. There was about a month of uncertainty where we just didn’t know what kind of recovery she was going to make.”
‘No man’s land’
The uncertainty of course caused a great deal of stress for both Michael and Davina.
“The middle of November to the middle of December was like no man’s land. But the brain is recovering really well. She says she really feels like herself again,” he shared.
When she shared her health issues last year, Davina was flooded with messages of love and support from fans and friends worldwide. Michael took over her Instagram to share updates with her followers.
When she was able, Davina took to her own social media and thanked fans for their support. And she also showed off her scars following the surgery.
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Patent applications have revealed that as well as preserves, As Ever’s product range will include textiles such as tablecloths and napkins.
As Ever will also offer home furnishing including throws, blankets, candles, and diffusers.
We can’t wait!
Read more: Meghan Markle shares glimpse of children Archie and Lilibet in new video as fans delighted
What do you think of Meghan’s new venture? Leave us a comment on our Facebook page @RoyalInsiderOfficial and then let us know!