Images: Instagram via @aseverofficial / AsEver.com
We’ve been speculating for months about when Meghan Sussex (that’s right, she’s no longer Meghan Markle) would finally unveil her much-anticipated product line. Well, the wait is over. On 2 April 2025, the Duchess of Sussex officially launched As Ever, a curated collection of teas, spreads and baking goodies.
But blink and you’d have missed it, because everything sold out almost instantly. Not that it mattered for Australian fans, because As Ever is exclusive to the US. Still, even if it did ship Down Under, we’d be out of luck. Within an hour, every last jar, tin and box had vanished from virtual shelves.
So, what did we miss out on?
As it turns out, As Ever is as personal as it is polished. If you tuned into With Love, Meghan on Netflix, you’ll recognise many of the debut products from the show. Meghan’s love of slow living, seasonal cooking and a touch of DIY shines through. She hand-harvested berries from her garden and turned them into velvety spreads, drizzled honey from her own hive into herbal tea and pressed dried flowers into buttery shortbread biscuits. Now, a select few can do the same at home.
The first drop featured nine artisanal products, including three herbal tea blends – lemon ginger, hibiscus and peppermint (approx. AU$19 each). There was a raspberry spread, a French-style crepe mix, and a shortbread cookie mix complete with delicate flower sprinkles (approx. AU$22 each). The crown jewel of the collection? A limited-edition wildflower honey with honeycomb, priced at around AU$44.
From American Riviera Orchard to As Ever
For those following along, this launch has been a long time coming – possibly due to a name change. Back in March 2024, Meghan teased her new venture under the original brand American Riviera Orchard, complete with an Instagram page, a website and an exclusive PR drop of 50 jars of jam sent to select celebrities. But then… nothing.
Now we know why. The name American Riviera Orchard couldn’t be trademarked – it’s a widely used reference to the Santa Barbara region, where Meghan and Harry live with their two children. Thus, As Ever was born.
“The phrase ‘as ever’ essentially means ‘as it’s always been’,” Meghan explained when the rebranded Instagram page appeared in February 2025, just six weeks before launch. “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.”
So, will As Ever ever make its way to Australian shores? Only time will tell. But if the first release is anything to go by, Meghan’s new venture is already a sell-out success.
