Unless you’ve been living under a social media-free rock, you’ll know we’re about to see a lot more of Meghan Markle. The Duchess of Sussex’s first solo Netflix series, With Love, Meghan, debuts this month (after a delay from the original 15 January launch date) and with it will come her new lifestyle brand, As Ever.

First announced on the Duchess of Sussex’s Instagram account, @meghan, in early February, to say it’s been a bit of a bumpy road so far would be something of an understatement. Beleaguered by copyright lawsuits, name changes and the usual circus of ‘controversy’ that seems to accompany everything Meghan Markle does, here’s everything you need to know ahead of the launch of As Ever.

Why is it called As Ever?

Well, originally, it wasn’t. When Markle first announced she would be launching a business she said it would be named American Riviera Orchard. However, after running into trademark issues around the ‘American Riviera’ portion of the name – with objections coming from the fact that it is a commonly used term for the area of Santa Barbara in which Harry and Meghan live – on 18 February, Markle again posted on Instagram explaining that the business would henceforth be known as As Ever.

“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,” explained Markle in the accompanying video. “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'.”

Markle went on to add that the name harkens back to her pre-Harry days of lifestyle blogging, when she ran a website called The Tig. “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. 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.”

Markle has also run into trouble with As Ever’s logo, which features a palm tree flanked by hummingbirds, reportedly Prince Harry’s favourite bird and one said to have special spiritual significance. However, the logo bears a striking resemblance to the coat of arms of Porreres, a village in Mallorca, which has used a palm tree and bird emblem since 1370. Speaking to Spanish paper El País, mayor Xisca Mora said the town planned to ask Markle to remove the logo but, due to lack of finances, was unable to sue. “Reporting plagiarism is complicated and expensive and a small town hall like ours is not in a position to fight against the English crown,” she explained.

How is Netflix involved?

While it’s unclear whether any of As Ever’s products will feature in Markle’s upcoming Netflix show, With Love, Meghan – which will see the Duchess cooking, gardening and interviewing stars such as Mindy Kaling and Roy Choi – Markle did reveal that the streamer had come on board a partner in her As Ever venture. While neither party has revealed whether Netflix has any financial stake in the business, it does seem that products from the As Ever range will be available at the upcoming Netflix House: a bricks-and-mortar retail pop-up set to open in Texas’ Galleria Dallas and Pennsylvania’s King of Prussia malls. No word yet as to whether the UK will be treated to a similar experience.

What will As Ever sell?

While not available until an unspecified date in Spring 2025, the first products have now been launched on the As Ever website, including raspberry spread, honey, dried flower sprinkles, a series of herbal teas and shortbread cookies.

Early trademark applications for As Ever described a wide and varied range of product categories, including cooking utensils, cocktail napkins, jams, and dog biscuits, so fans can expect a more extensive array of items to help you live, garden, and entertain the Meghan Markle way. Those without Markle’s natural talent in the kitchen can also buy pre-made pancake and cookie mixes, alongside a variety of baked goods.

One thing As Ever certainly won’t be selling, however, is clothes. The brand was refused a trademark license to sell clothing due to its similarity to existing Chinese clothing manufacturer ASEVER, which supplies high street stores including H&M. While lawyers for the Duchess of Sussex maintain she never intended to sell clothing under the As Ever brand, the ruling does not preclude her from doing so under a different name.

When will As Ever launch?

While an official on-sale date has not yet been announced, with the @aseverofficial Instagram account’s singular post captioned, “You’re warmly invited: As Ever, coming Spring 2025,” the brand did set its website live in late February with some products announced on 4 March 2025, to time with the release of With Love, Meghan.

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