Well over a month after launching her personal Instagram, Meghan Markle is now following one account: As Ever. The Duchess of Sussex's new brand shared its first post on Feb. 18, with Meghan as a collaborator. Alongside a photo of the Duchess drizzling honey on a croissant, As Ever wrote: "You’re warmly invited: As ever, coming Spring 2025."
Mindy Kaling, Kris Jenner and Abigail Spencer are among As Ever's Instagram followers. The account currently only follows Meghan.
The Duchess introduced As Ever two weeks before the release of her new Netflix series, With Love, Meghan. "Cat’s out of the bag," she said in an Instagram video. "I’m shocked we’ve kept this a secret for so long. 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 explained in the video why she changed the name from American Riviera Orchard, which was revealed last March, to As Ever. "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," she shared. "Then, Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. 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."
"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. And 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," the Duchess added. "Of course, there will be fruit preserves. I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love that I use in my home, and now it's time to share it with you. So I can’t wait for you to see it. Thanks guys!"
Meghan noted in the caption that this new chapter is "an extension of what has always been" her love language. She wrote, "Some of you may have heard whispers about what I’ve been creating. In two weeks, my series on @netflix launches — but there’s something else I’ve been working on. I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into. ‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me."
The Duchess continued, "This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday. I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love…As ever, Meghan."
Meghan officially launched her personal Instagram account @meghan on New Year's Day. At the time, HOLA! USA reported that the Duchess was excited to return to social media as a way to reconnect with communities and share updates on projects that she's been working on.