Almost a year after announcing her plans to create a lifestyle brand, Meghan Markle finally released her first As Ever products to the public this week, and the nine home goods—priced $14 to $28—sold out within an hour. In an interview with business outlet Inc. timed to the launch, the Duchess of Sussex shared insight into the process of developing her As Ever brand, which was originally called “American Riviera Orchard” when she first revealed her plans to start a company in March 2024.
She said that her friend Whitney Wolfe Herd, founder of dating app Bumble, helped her understand that the “twists and turns” of a name change can be a regular part of launching a business. “Even though we’re close friends, I had no idea that Bumble was originally called Merci,” says Meghan. “These things that can feel very big as an entrepreneur when you’re building your own thing are completely normal.”
She also explained that partnering with Netflix’s Consumer Products Group changed her ambitions for the business. “Frankly, I was building out a very different business plan at the outset,” the duchess said. “The reach from Netflix, coupled with my vision for the brand, felt like it was going to be a really perfect match.”
She thanked Netflix’s chief content officer Bela Bajaria, who she called a friend and role model, and the company’s vice president of consumer products Josh Simon for their work to make As Ever, which currently has 10 employees, a success. “They have tremendous experience on licensing deals and turning brands and shows into really good products, like Bridgerton,” she said, adding that the As Ever staff is in contact with Simon’s CPG team daily.
According to Inc., Meghan isn’t looking to any other specific brands or founders, like Martha Stewart, for inspiration. “I hope that people see that reflected in whatever it is that I’m creating and putting out there,” says Meghan. “It’s just an extension of me.”
As Ever products—including the raspberry spread she uses on her show With Love, Meghan—have been making it out into the world over the last few weeks, with friends like Abigail Spencer, Kelly McKee Zajfen, and Nate Berkus sharing their praise for the jam. On Wednesday, Kris Jenner, Zoe Saldaña, designer Anine Bing, and Tracy Robbins shared images of a promotional set of all nine of the company’s offerings on their Instagram. Bing also shared footage of her son making crepes using the As Ever mix she received to her Instagram story. “Benji says these taste better than the ones we get when in Paris,” the designer said in a caption. “Most delicious recipe @meghan.”
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