Meghan Markle Shared a Rare Princess Lilibet Photo on New As Ever Brand Site

Before Meghan Markle was a member of the British Royal Family, she had a lifestyle blog called The Tig. Now, in her post-Senior Royal era, Meghan has As Ever, another lifestyle brand with a new name, which she says is sort of an extension of the blog. If you find yourself asking what that means, you’re not alone. But we’re here to help.

American Riviera Orchard, now renamed As Ever, started with jams, but its exact functions are still slightly confusing. Is Meghan Markle still making jams? Will there be more products and will they all be food based? When can we expect more stuff?

Here is everything we know.

What is Meghan Markle’s lifestyle brand called?

Funny you should ask. When Meghan took to Instagram in March of 2024 to announce the new brand, it was called American Riviera Orchard. And the first thing that American Riviera Orchard produced was a line of fruit jams that Meghan apparently distributed amongst her friends. But, as of February 18, the brand has a new name, As Ever, which Meghan announced in a new Instagram post.

What does As Ever actually mean?

It means what it says, really.

“Last year, I had thought, ‘American Riviera, that sounds like such a great name,’” the duchess said in her video. “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.” She continued, adding that Netflix has since come on as a business partner, that she’d decided to give the brand a name she’d secured in 2022, As Ever. “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,” she said.

Is there an As Ever website?

There is an As Ever website! Well, there is a landing page, but it’s more exciting than it sounds because the page features a rare image of Princess Lilibet, whom the Sussexes hardly ever share photos of. The image shows Meghan in a white dress holding red-headed Lilibet’s hand as the two run across a lush, green landscape.

What actually is As Ever?

Well, it’s more than just a blog, and it’s also more than just jam. In her February 18 Instagram caption, Meghan writes, “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.” And she says in her video that there will still be fruit preserves because, “I think we’re all clear at this point that jam is my jam.” But there will also be many more products that Meghan personally loves and uses in her home.

The rebrand and relaunch is clearly timed to coincide with Meghan Markle’s new Netflix show, With Love, Meghan, which launches on March 4. The show features Meghan inviting various celebrity guests into her home to share her favorite hosting, cooking, gardening, and floral tips, which we imagine will then be pegged to As Ever products.