When Meghan Markle
launched her lifestyle label As Ever, even the most skeptical royal-watchers raised an eyebrow, and perhaps a credit card. The brand’s first drop of buttery-soft linens and dreamy kitchen goods sold out faster than you could say “Monteci–what now?” Now, As Ever is sashaying back into the market with a restock and, if whispers are to be believed, a few delightful surprises. The Duchess of Sussex is not just selling napkins; she is selling a vision, which brings something that she has talked about recently to light.
Meghan Markle recently shared her thoughts on the heart and purpose behind As Ever, and yes, it is deeply personal.
Turns out jam can carry a legacy, just ask Meghan Markle
In the latest episode of Arise with Emma Grede
that premiered Tuesday, Meghan Markle opened up about the vision and momentum behind her lifestyle brand, As Ever. Reflecting on its rapid early success, the Duchess of Sussex said, “I have poured my heart and soul into it, it’s not just jam.”
Markle’s comments suggest that As Ever is more than a collection of preserves and linens; it is a statement of intent, creativity, and long-term ambition for the modern homemaker.
During the conversation, Meghan Markle emphasized that her current focus is on building longevity and reach. “I was really excited about it,”
she said, “but let’s think about how we can make this something that really works at scale because I do not want this to be a niche product line.”
She also expressed her desire to establish As Ever as both a “heritage”
and “timeless”
brand, signaling ambitions far beyond a charming launch.
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This charming launch has a backstory that is sweeter than Meghan Markle’s buzzing connection with honey.
Meghan Markle’s friends may be the real MVPs of your breakfast table
Meghan Markle’s journey into entrepreneurship began not on a runway but at her kitchen counter, as she crafted small-batch jam for friends who simply could not get enough. While the public poised for a royal foray into fashion or cosmetics, the Duchess quietly found her passion stirring in pots of fruit and sugar. That humble kitchen ritual proved a spark for something larger, an invitation to turn homemade delights into a full-fledged lifestyle label.
Today, As Ever stands as a seamless blend of food and housewares, marrying practicality with Meghan Markle’s refined taste. What started as jars passed among friends has evolved into a curated collection of thoughtfully designed home essentials. The Duchess is deliberately steering the brand toward broad appeal, ensuring each piece delivers both function and flair. It is a calculated move to transform personal generosity into accessible everyday luxury.
Read More: From Palace to Profits: 7 Power Moves Meghan Markle Made After Ditching the Royals
Did Meghan Markle’s story stir something sweet in your soul? Share your thoughts in the comments below!