At a glance…
- Meghan Markle has reflected on her entrepreneurial beginnings, revealing she started selling handmade scrunchies when she was just eight years old.
- The Duchess of Sussex launched her lifestyle brand, As Ever, in April 2025, expanding into wine, entertaining essentials and seasonal collections.
- As Meghan celebrates the launch of her 2026 holiday collection, we look at how the brand has evolved and whether Australians can shop the range.
Long before she became the Duchess of Sussex, Meghan Markle was a budding entrepreneur, selling handmade scrunchies for just $1 each.
In a personal letter to subscribers of her lifestyle brand, As Ever, Meghan reflected on her earliest business ventures, revealing that her entrepreneurial ambitions began when she was just eight years old.
Using her grandmother’s Singer sewing machine, she made scrunchies to sell before going on to sell Girl Scout cookies, run lemonade stands and work in a frozen yoghurt shop.
“My entrepreneurial spirit was always there,” she wrote. Now, decades later, the Duchess is reflecting on how far she’s come as she celebrates the launch of As Ever’s latest holiday collection.
“As I pinch myself looking at how this brand has grown, and as we introduce our holiday collection, I feel very proud and grateful,” she shared.
“Behind every successful woman is herself,” she added.
It’s an interesting reflection from the Duchess, whose latest business venture may have seemed like a new direction following her departure from her former royal duties. However, as Meghan herself has pointed out, her interest in food, entertaining and lifestyle content goes back much further.
From her childhood business ventures to her former lifestyle blog, The Tig, the Duchess has long had an entrepreneurial streak.
And As Ever, which officially launched in April 2025, appears to be the culmination of those interests.
But what exactly is As Ever, how has it evolved, and can Australians get their hands on Meghan’s products?
What is Meghan Markle’s As Ever brand?
As Ever is Meghan’s lifestyle brand, offering a curated collection of food, drinks and home entertaining products inspired by the Duchess’s love of cooking, gardening and hosting.
Originally announced under the name American Riviera Orchard in 2024, the brand was officially reintroduced as As Ever in February 2025, ahead of its launch that April. According to its official website, As Ever was created to bring Meghan’s passion for entertaining into people’s homes.
“Created by Meghan, Duchess of Sussex, As Ever welcomes you to a collection of products, each inspired by her long-lasting love of cooking, entertaining, and hostessing with ease,” the website explains. “This curated collection has been crafted to elevate your every day and inspire moments of joy.”
While As Ever marked Meghan’s first major lifestyle product venture, it wasn’t her first foray into the world of lifestyle content.
Before marrying Prince Harry in 2018, Meghan ran a successful lifestyle blog called The Tig, where she shared everything from recipes and travel recommendations to personal reflections and interviews.
She closed the website in 2017, but her interests in food, entertaining and thoughtful living remained. In many ways, As Ever is an extension of that earlier chapter, taking the lifestyle advice and inspiration she once shared online and turning it into a range of products.
Why did Meghan Markle change the name to As Ever?
When Meghan first announced her lifestyle brand in 2024, it was called American Riviera Orchard, a reference to the Santa Barbara region of California, where she and Prince Harry established their family home. They have since moved back to the United Kingdom.
However, ahead of the official launch, Meghan revealed that the geographical reference had become too restrictive for her ambitions.
“Last year, I had thought, ‘American Riviera, 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 just manufactured and grown in this area,” she explained in an Instagram video.
The Duchess also revealed that Netflix, which partnered with her on the lifestyle series With Love, Meghan, had become involved in the business.
“Then 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.”
The name itself is a nod to Meghan’s longstanding interests.
“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. 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.
When did As Ever launch?
As Ever officially launched on Wednesday, April 2, 2025, with an initial collection of products centred on food and entertaining.
The launch generated considerable interest, with Meghan announcing that the first collection had sold out in less than an hour.
“Our shelves may be empty, but my heart is full!” the Duchess wrote on Instagram. “We sold out in less than one hour, and I can’t thank you enough…for celebrating, purchasing, sharing, and believing. It’s just the start @aseverofficial 🎉 Here we go!”
Rather than maintaining a constantly available range, As Ever initially focused on limited-quantity seasonal releases, with products designed around the changing seasons and occasions for entertaining. The strategy also meant that customers had to wait for new collections and restocks, creating anticipation around each release.
Since then, the range has expanded beyond its original food offerings, with wine, candles, collaborations and gift collections joining the line-up.
What products does As Ever sell?
Food and entertaining remain at the heart of As Ever. The brand’s early collections focused heavily on fruit spreads, honey and other pantry staples, with berries and seasonal flavours featuring prominently. Over time, Meghan expanded the offering to include candles, herbal teas, edible flower sprinkles, baking and entertaining essentials, and wine.
The brand also ventured into collaborations. In March 2026, Meghan teased a partnership with luxury floral delivery company High Camp Gardenias, sharing an image captioned “Something is blooming.”
The Duchess has also used the brand’s seasonal collections to lean into her love of gift-giving and entertaining. In 2025, As Ever introduced its holiday collection, which included fruit spreads, honey, candles and wine. The Signature Fruit Spread Gift Box was also selected for Oprah Winfrey’s annual Favourite Things list, giving the brand another moment in the spotlight.
The brand expanded into wine in 2025, adding a 2024 Napa Valley rosé to its collection. It subsequently introduced a 2024 Marlborough Sauvignon Blanc from New Zealand and a 2021 vintage Napa Valley Brut. The move was particularly interesting given Meghan’s earlier explanation that the American Riviera Orchard name had limited her ability to source products beyond the Santa Barbara region. New Zealand is a bit outside that area.
What’s in the latest As Ever holiday collection?
In October 2026, Meghan introduced a new holiday collection. The range includes gift baskets filled with As Ever products, chocolate treats, playing cards and an Advent calendar developed in collaboration with Los Angeles chocolatier Compartés.
The Advent calendar, priced at US$148, is among the collection’s more elaborate offerings, while the gift baskets bring together selections of the brand’s existing pantry and entertaining products.
Is Meghan Markle’s As Ever available in Australia?
Unfortunately, Australians still cannot order As Ever products directly from the brand’s official website. According to its shipping policy, As Ever currently delivers within the United States and does not offer international shipping.
However, Australia has not gone unnoticed by the brand. In August 2025, following the release of its wine collection, the official As Ever Instagram account acknowledged overseas customers who had managed to get their hands on its products through friends.
“Oh, we see you too! Australia, UK, Canada – love to see how you’re finding a way to get your As ever products. You have good taste…and good friends,” the account wrote.
It was an interesting acknowledgement, particularly given that the products were not officially available in those markets. But, there have also been steps to protect the As Ever brand internationally.
According to intellectual property specialists James & Wells, trademark applications for the As Ever name and logo were filed in Australia and New Zealand by 2022 TRADEMARKS LLC. The applications covered a remarkably broad range of potential goods and services, including alcoholic beverages, gardening tools, furniture, homewares and hospitality services. After her recent visit to Australia, Meghan spoke exclusively to The Weekly about her love of Australia.
“My husband and I have such an affinity for Australia,” the Duchess told The Weekly. “I said to him the day we were flying out, “The only thing better than Australia are Australians.”
So, it’s not outside the realm of possibility that she would want to bring her business here.
While the applications offer a glimpse into the possible scope of the brand, they don’t necessarily mean an Australian launch is imminent. For now, Australian customers will have to admire Meghan’s latest collections from afar, or rely on a generous friend in the United States.
But with As Ever continuing to expand its product offering, and with Meghan relocating to the UK, it will be interesting to see whether international shipping eventually becomes part of Meghan’s business plans.
