Almost a year on from the launch of American Riviera Orchard, the Duchess of Sussex has announced a pivot, sharing via Instagram that her lifestyle brand will henceforth be known as As Ever. While the original name—a tribute to Santa Barbara—limited Meghan to marketing items grown or produced in that particular region of California, As Ever has more scope, she explains, for “so many more products that I just love that I use in my home.”
The phrase is also, of course, a reminder that hosting “has always been her love language,” with “food, gardening, entertaining, thoughtful living, and finding joy in the everyday” all central to The Tig when she launched it in 2014. “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,” she explained.
As for when As Ever products will actually be available to purchase: the first items in the range should debut on or around 4 March, when With Love, Meghan hits Netflix. In addition to hosting the show, the streamer is now a “partner” in As Ever, which means that the Duchess’s jams (and the like) will reportedly be on offer at Netflix House, an immersive pop-up and retail experience slated to take over shuttered department stores in two of the most popular malls in America: Galleria Dallas and King of Prussia.
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