Meghan Markle officially launched As Ever, and it already sold out. Here's everything we know about the lifestyle brand.

• Meghan Markle's first As Ever collection dropped on Wednesday.
• The Duchess of Sussex initially teased the brand as American Riviera Orchard in 2024.
• The brand's first drop includes teas, flower petal sprinkles, and more — all of which are under $30.

Meghan Markle is swapping out her throne for a seat in the boardroom.

Of course, Meghan never actually sat on a throne despite marrying a prince, and she hasn't been a working royal in over five years.

However, she just started a new business, taking a step further away from the royal life she and Prince Harry left behind in 2020.

After months of anticipation, Meghan officially launched her first collection for her new lifestyle venture, As Ever, on Wednesday. The limited collection was completely sold out within an hour of its launch.

Here's everything we know about As Ever so far, from its origins to its first products.

Meghan Markle's next business move

Since stepping back as senior royals in January 2020, Harry and Meghan have tried their hand at several different commercial ventures.

They each released New York Times bestselling books; Meghan's picture book "The Bench" came out in June 2021, while Harry's memoir "Spare" broke sales records when it was released in January 2023.

Harry and Meghan also signed a $20 million deal with Spotify to produce podcasts in 2020.Meghan's show "Archetypes"was a hit when it launched in August 2022, even briefly dethroning Joe Rogan from the No. 1 spot on Spotify's podcast chart. However, the show's success ultimately fizzled out, and the couple ended their relationship with Spotify in 2023.

Harry and Meghan's biggest joint success to date has been their relationship with Netflix. In 2020, they signed a deal with the streamer to produce everything from docuseries to scripted content.

In December 2022, Netflix released"Harry & Meghan," a docuseriesthat detailed Harry and Meghan's love story, step back as senior royals, andnew life in California. It was Netflix's most-watched documentary debut at the time of its release and was particularly popular with women over 50.

And on March 4, Meghan launched her first solo show, "With Love, Meghan." In the lifestyle series, the duchess shares gardening hacks, entertaining tips, recipes, and interactions with some famous friends.

It's Meghan's spin on a Martha Stewart-style series, and it shares some DNA with her former blog, The Tig, which she ran from 2014 to 2017. (She shut it down shortly before she and Harry got engaged and she left "Suits.")

When it debuted, "With Love, Meghan" became one of Netflix's top 10 most-watched shows, and the series has already been renewed for a second season, which is set to air in the fall of 2025.

First, there was American Riviera Orchard

Meghan first teased As Ever in March 2024, but the brand was calledAmerican Riviera Orchard at the time. The name was inspired by Harry and Meghan's neighborhood of Montecito, California, in Santa Barbara, which is often called the American Riviera.

Meghan launched a website and Instagram for the venture, though neither revealed much about the company. In 2024, Meghan also submitted a trademark application for American Riviera Orchard that indicated she planned to sell a wide array of items, such as jams, cookbooks, tableware, and linens.

In April 2024, a handful of Meghan's famous friends, including Chrissy Teigen, shared on their social media that they had received what appeared to be American Riviera Orchard's first product: strawberry jam.

However, Meghan didn't sell the jams to the public in 2024. American Riviera Orchard remained silent for the remainder of the year, and the trademark application for the name was temporarily denied in August 2024 because it was deemed "primarily geographically descriptive."

The new As Ever

Meghan returned to Instagram at the start of 2025, and she used her new platform to release the trailer for "With Love, Meghan" on January 2.

Then, on February 18, she posted a video to share that her brand would now be called As Ever. She said in the video that she wanted to pivot on the name because she didn't want to limit her products to items only made in Santa Barbara,vaguely acknowledging the issues with the original name's trademark.

"In two weeks, my show is coming out, which I'm so excited for, and also my business, which I think there's been a lot of curiosity about," Meghan said in the video. "Last year, I had thought, 'You know what, American Riviera. That sounds like such a great name. It's my neighborhood. It's a nickname for Santa Barbara.' But it limited me to things that were just manufactured and grown in this area."

Meghan also said that her partnership with Netflix on the business led her to widen its scope and thus change the name.

"Then, Netflix came on not just as my partner in the show but as my partner in my business, which was huge," she said. "So I thought about it, and 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."

She said the phrase means "as it's always been," and she liked that it spoke to her longtime love of things like crafting, cooking, gardening, and entertaining.

Meghan added in the video that "of course" As Ever would sell fruit preserves, but she also plans to release products that she "loves" and uses in her own life.

The same day she released the video, As Ever unveiled a new Instagram account and website. The website featured a shot of Meghan and her daughter Lilibet running through what appeared to be Harry and Meghan's lawn of their Montecito home at the time.

As Ever's logo nods to Prince Harry

The As Ever website and Instagram page featured As Ever's logo, a gold palm tree framed by a hummingbird on each side.

Meghan shared in a 2022 interview with The Cut that Harry was drawn to two connected palm trees on their home's property when they first toured it, telling her, "My love, it's us." They bought the house soon after.

The palm in As Ever's logo seems like a sweet nod to their home, and in the photo of Meghan and Lili on As Ever's website, they seem to be running past those exact trees.

Harry has also previously shared that hummingbirds are significant to him. Episode two of "Harry & Meghan" features a home video of Harry and their son, Archie, with hummingbirds. As the birds flit around them, Harry tells his son, "We won't get a chance to be this close to hummingbirds ever again," whispering and appearing to be in awe of the creatures as Meghan tells their son, "Papa is a birdwatcher."

Likewise, in the closing scene of "Spare," Harry recounts an experience of a hummingbird getting stuck in his family's home shortly after he returned from Queen Elizabeth II's funeral. The bird flitted over an area he and Meghan referred to as "Lili Land," where Lilibet's playpen was arranged at the time. Harry wrote that he learned from a friend that Spanish explorers called hummingbirds "resurrection birds," or spirits. Because of the timing and the fact that Lili is named in honor of the late queen, the hummingbird's visit meant a lot to Harry.

Given their special place in the prince's heart, the hummingbirds in As Ever's logo are a sweet nod to Harry.

As Ever launched on Wednesday

As Ever's first seasonal collection launched on Wednesday morning. The entire collection was sold out online within an hour of its drop.

It included a raspberry spread in a keepsake container, a limited-edition wildflower honey, three types of tea, a crepe mix, a shortbread cookie mix, and flower petal sprinkles. Meghan uses the sprinkles repeatedly in "With Love, Meghan."

Everything in the collection was under $30. The honeycomb was the priciest item of the bunch at $28, while every other item hovered around the $12-$15 range.

On Monday, Meghan teased the drop in a newsletter, offering some insight into how she curated it.

"Ever since I can remember, I've been dreaming up easy ways to elevate the every day into the exceptional," she wrote. "I always knew that I wanted to turn these ideas into something real and to make beautiful items that spark connection and celebrate quiet, meaningful moments."

"Every item is inspired by the ways I show care to the people in my life, like the lemon ginger tea blend, which is a fuss-free spin on the warm drink I make at home using fresh lemons from the garden," Meghan also said in the newsletter. "Or the crepe mix that transforms typical weekend breakfast into a chance to reminisce. Crepes remind me of my time backpacking through France as a student."

The raspberry spread wasn't surprising in the first drop since the duchess already gave the product to friends in 2024. The first photo onAs Ever's Instagramaccount also included jam.

"Of course, you'll find the Raspberry Spread that started it all, presented in a keepsake packaging that you can repurpose to tuck away love notes or special treasures or to remember this pivotal moment with me," Meghan said of the spread in her newsletter, also suggesting customers use the jar as a bud vase after they finish eating it.

Meghan has not announced when she will release another collection for As Ever, but the company's trademark applications, filed in October 2022 and September 2024, hinted at the other products Meghan may offer down the line.

The applications listed dozens of products, including tableware, cookbooks, gardening tools like hoses and shears, alcoholic beverages, lamps, candles, stationery materials, paper party decorations, household linens, tote bags, and more.

The duchess has one hiccup regarding As Ever: She may be unable to sell clothing under the brand's umbrella, as designer Mark Kolski owns a New York-based brand called As Ever.

Vanity Fairreported that Kolski does not own a trademark for the name, butit might prove difficult for Meghan to sell clothing under the name down the line nonetheless.

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