# As Ever

> Mediated Wiki article. Canonical URL: https://mediated.wiki/source/As_Ever
> Markdown URL: https://mediated.wiki/source/As_Ever.md
> Source: https://en.wikipedia.org/wiki/As_Ever
> Source revision: 1350294300
> License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/)

**As Ever** (stylized as **As ever**), formerly known as **American Riviera Orchard** (abbreviated as **ARO**), is an American food brand created in 2024 by [Meghan, Duchess of Sussex](/source/Meghan,_Duchess_of_Sussex).[1] Headquartered in [Santa Barbara, California](/source/Santa_Barbara,_California), the brand originally took its name from the region's nickname, the "American Riviera".

The company launched with an [Instagram](/source/Instagram) teaser and a website, followed by the release of a small batch of strawberry jam sent to selected recipients. Further product lines and a broader rollout followed.

## History

### Creation

In September 2023, the tabloid news site [TMZ](/source/TMZ) wrote Meghan was planning on founding a [lifestyle brand](/source/Lifestyle_brand).[2] Meghan filed for the patent for American Riviera Orchard in March 2024, followed by a [soft launch](/source/Soft_launch) of the company on social media channels the same month.[3] The social media profiles included a link that sent social media users to the company's website, where they could sign up for the announcements waitlist.[2] *[The New Zealand Herald](/source/The_New_Zealand_Herald)* said the creation of the brand likely coincides with Meghan's upcoming [Netflix](/source/Netflix) specials.[4] In an [op-ed](/source/Op-ed) for *[The Guardian](/source/The_Guardian)*, the columnist Arwa Mahdawi said the brand is likely Meghan's attempt to try to come back from what *[Rolling Stone](/source/Rolling_Stone)* called a "flop era" for the couple in mid-2023, a period of stagnation in their careers.[5]

The name American Riviera Orchard derives from a nickname for [Santa Barbara, California](/source/Santa_Barbara,_California), where Meghan and her husband [Prince Harry, Duke of Sussex](/source/Prince_Harry,_Duke_of_Sussex) reside.[6]

### American trademark issues

In February 2024, the [United States Patent and Trademark Office](/source/United_States_Patent_and_Trademark_Office) (USPTO) rejected a trademark request for the brand because of "...a number of inconsistencies in her trademarking documents to do with the categorisations of her products."[7] In September of the same year, the USPTO again rejected a trademark request for the brand, stating common names for geographic locations cannot be trademarked and the *O* in *Orchard* did not match the description in the application documents and it was not apparent it was a letter.[7]

In October 2024, the food company [Harry & David](/source/Harry_%26_David) filed a protest with the USPTO, claiming that American Riviera Orchard is too similar to their own Royal Riviera trademark.[8] According to the [United States Patent and Trademark Office](/source/United_States_Patent_and_Trademark_Office), the letter of protest was reviewed at the end of October. The attorney assigned to examine the letter concluded that no further action needed to be taken.[9]

### UK domain name cybersquatting

In April 2024, an anonymous [cybersquatter](/source/Cybersquatter) purchased the UK [domain name](/source/Domain_name) for the brand and directed the [URL](/source/URL) to a [JustGiving](/source/JustGiving) fundraiser for [The Trussell Trust](/source/The_Trussell_Trust), a non-profit focusing on alleviating food insecurity. A message on the fundraiser voiced support for [Catherine, Princess of Wales](/source/Catherine,_Princess_of_Wales). The campaign had a goal of reaching [£](/source/Pound_sign)1,000 and far outpaced that by quickly raising over £8,300 by April 19.[10][11] By April 29, the amount had grown to £21,000.[12] The Trust told *[The Independent](/source/The_Independent)* that they "...are grateful to people who put their time and energy into supporting our work to end the need for food banks in the UK. The charity is not connected with this website domain and have no knowledge of who set it up."[13] Due to regulatory guidance in the UK, The Trussell Trust could not decline the donations.[14]

### Alleged staff exits and search for CEO

In August 2024, the British tabloid *[Closer](/source/Closer_(magazine))* reported 18 staff members had exited the business.[15] As of November that year, seven months into the brand's announcement, a CEO had allegedly not been found to lead the business.

According to *[Us Weekly](/source/Us_Weekly)*, *Closer'*s claims are untrue. Similarly, *[The Cut](/source/The_Cut_(New_York))* confirmed that there are no other verified reports of a staff exodus and difficulty finding a CEO.[16][17] The British tabloid *[Daily Mirror](/source/Daily_Mirror)* and the Scottish tabloid *[Daily Record](/source/Daily_Record_(Scotland))* claimed that Meghan named herself CEO in early December after a "fruitless" search for one. The original source of this claim is Richard Eden, a royal reporter for the British tabloid *[Daily Mail](/source/Daily_Mail)*.[18]

### Renaming

On February 18, 2025, and ahead of the premiere of [her Netflix show](/source/With_Love,_Meghan), Meghan announced that the company's name would be changed to As Ever.[19][20] The name change raised concerns with two small business owners in the US sharing the same name, a vintage clothing company in [New York](/source/New_York_(state)) and [New Jersey](/source/New_Jersey) As Ever and a photography company, As Ever Photography.[21][22] The [United States Patent and Trademark Office](/source/United_States_Patent_and_Trademark_Office) had partially rejected her application for trademark in 2023 because the firm's name was too close to the name of the Chinese clothing outlet ASEVER.[23]

In addition, As Ever's logo which features a palm tree flanked by two birds identified as hummingbirds prompted reactions from Spanish officials in [Porreres](/source/Porreres), [Mallorca](/source/Mallorca), because of its similarity to the town's coat of arms which also features a palm tree flanked by two birds, however, the birds on the town's seal are swallows. The town's mayor, Xisca Mora, stated that she was seeking legal counsel on how to approach the issue.[24]

In March 2026, it was announced that Netflix, which was promoting the brand in conjunction with Meghan's lifestyle show, would be ending their partnership and the brand would evolve independently.[25] According to *[Variety](/source/Variety_(magazine))*, Netflix had footed the bill for building and developing the brand up to that point.[26]

## Products

### Strawberry jam

After the company's soft launch in March 2024, Meghan sent 50 jars of strawberry jam to select friends and public figures. Some of the recipients then posted the jam on their social media channels. Among them were the Argentine polo player [Nacho Figueras](/source/Nacho_Figueras); the actresses [Tracee Ellis Ross](/source/Tracee_Ellis_Ross), [Abigail Spencer](/source/Abigail_Spencer), [Garcelle Beauvais](/source/Garcelle_Beauvais), and [Mindy Kaling](/source/Mindy_Kaling); the media personality [Kris Jenner](/source/Kris_Jenner); and the singer [John Legend](/source/John_Legend) and his wife, the model [Chrissy Teigen](/source/Chrissy_Teigen).[27][28][29] After the release of the limited edition jam, an unknown source claimed on *Sky News* that sales of Meghan's father-in-law [Charles III](/source/Charles_III)'s unrelated strawberry jam, which is sold through [The Highgrove Shop](/source/Highgrove_House#Highgrove_House_shops) and through [Waitrose Duchy Organic](/source/Waitrose_Duchy_Organic) at [Waitrose](/source/Waitrose) supermarkets, increased substantially.[30] Some news outlets and tabloids speculated American Riviera Orchard engaged in purposeful competition with Charles, with *[Marie Claire](/source/Marie_Claire)* calling it "the battle of the strawberry jams" and *[OK!](/source/OK!)* calling it "royal jam rivalries".[31] Conversely, *Marie Claire* also pointed out Buckingham Palace's decision to promote its own strawberry jam on social media just days after Meghan sent out samples of American Riviera Orchard's jam.[32]

### Other products

Along with strawberry jam, Meghan released announcements the brand would be working on raspberry jam, dog treats, and homeware items, including [tableware](/source/Tableware) and [drinkware](/source/Drinkware).[33][4] In late June 2024 *[Marie Claire](/source/Marie_Claire)* speculated the next product will likely be a [rosé](/source/Ros%C3%A9) wine.[34] As of March 2025, the As Ever website listed raspberry jam, honey, three herbal teas, shortbread cookie mix, crepe mix, and "flower sprinkles" as upcoming offerings. The products were launched on April 2 and made available for shipping across the United States but sold out within minutes.[35] The company plans to release additional products seasonally, gradually extending its range to include items related to hosting and household goods.[36] In June 2025, it was reported that the brand's spreads and herbal teas were supplied by [The Republic of Tea](/source/The_Republic_of_Tea),[37][38] while its newly launched [Napa Valley](/source/Napa_Valley) rosé wine was made in collaboration with Fairwinds Estate and bottled at the Kunde Family Winery.[39][40] In October 2025, As Ever released its inaugural holiday collection, which in addition to fruit spread and honey included mulling spice kits, a vintage Napa Valley brut, and hand-poured candles.[41] These have included candles inspired by [her wedding](/source/Wedding_of_Prince_Harry_and_Meghan_Markle) and her children.[42][43] In December 2025, the brand released a line of chocolate bars in collaboration with chocolatier Compartés.[44]

## Reception

In a since-deleted[17] yet widely cited article, the royal author [Tom Quinn](/source/Tom_Quinn_author) wrote that the launch of the brand was greeted with intense scrutiny and "mockery" online, while the conservative news channel *[Sky News Australia](/source/Sky_News_Australia)* said the launch was "ridiculed".[45][46] In October 2024, the journalist [Tina Brown](/source/Tina_Brown) claimed that Meghan's unprofessionalism had impacted the brand's ability to release any product and called her ideas "total crap".[47] The brand's first collection of products — including items such as raspberry spread, herbal teas, crêpe mix, shortbread cookie mix and decorative flower sprinkles — sold out in less than one hour after going live on 2 April 2025, with Meghan celebrating on social media, though the quantity of items sold was not publicly disclosed.[48]

## References

1. ["A comprehensive guide to Duchess Meghan's new lifestyle brand, As Ever"](https://www.harpersbazaar.com/celebrity/latest/a63829120/meghan-markle-lifestyle-brand-as-ever-details/). *Harper's Bazaar*. February 18, 2025. [Archived](https://web.archive.org/web/20250218171328/https://www.harpersbazaar.com/celebrity/latest/a63829120/meghan-markle-lifestyle-brand-as-ever-details/) February 18, 2025 at the Wayback Machine. Retrieved February 19, 2025.

1. Bailey, Alyssa (March 14, 2024). ["Meghan Markle quietly launches her new brand, American Riviera Orchard"](https://www.aol.com/meghan-markle-quietly-launches-her-191700716.html). *Elle*. [Archived](https://web.archive.org/web/20240711214615/https://www.aol.com/meghan-markle-quietly-launches-her-191700716.html) July 11, 2024 at the Wayback Machine. Retrieved July 10, 2024.

1. Goldsztajn, Iris (July 11, 2024). ["Meghan Markle is reportedly "very pleased" with American Riviera Orchard's "strong start""](https://www.msn.com/en-us/foodanddrink/foodnews/meghan-markle-is-reportedly-very-pleased-with-american-riviera-orchard-s-strong-start/ar-BB1pO8mD?item=themed_featuredapps_enableD&apiversion=v2&noservercache=1&domshim=1&renderwebcomponents=1&wcseo=1&batchservertelemetry=1&noservertelemetry=1). MSN. Retrieved July 15, 2024.

1. ["Meghan Markle wraps filming on unnamed Netflix project weeks after American Riviera Orchard release"](https://www.nzherald.co.nz/lifestyle/meghan-markle-wraps-filming-on-unnamed-netflix-project-weeks-after-american-riviera-orchard-release/OJCTWJS27JGQFKJI6F3BDHRG7E/). New Zealand Herald. July 13, 2024. Retrieved July 10, 2024.

1. Mahdawi, Arwa (July 9, 2024). ["Harry is the divisive duke – and Meghan is making jam. Can the Sussexes escape their 'flop era'?"](https://www.theguardian.com/commentisfree/article/2024/jul/09/harry-is-the-divisive-duke-and-meghan-is-making-jam-can-the-sussexes-escape-their-flop-era). *The Guardian*. [Archived](https://web.archive.org/web/20250220125539/https://www.theguardian.com/commentisfree/article/2024/jul/09/harry-is-the-divisive-duke-and-meghan-is-making-jam-can-the-sussexes-escape-their-flop-era) February 20, 2025 at the Wayback Machine. Retrieved July 11, 2024.

1. Bailey, Alyssa (June 16, 2024). ["Meghan Markle's American Riviera Orchard line: All we know so far"](https://www.elle.com/culture/celebrities/a60513068/meghan-markle-american-riviera-orchard-line-details/). *Elle*. [Archived](https://web.archive.org/web/20240712185217/https://www.elle.com/culture/celebrities/a60513068/meghan-markle-american-riviera-orchard-line-details/) July 12, 2024 at the Wayback Machine. Retrieved July 3, 2024.

1. Crotty, Gemma. ["Meghan Markle's brand American Riviera Orchard faces new setback after US Patent and Trademark Office questions logo"](https://www.skynews.com.au/lifestyle/celebrity-life/meghan-markles-brand-american-riviera-orchard-faces-new-setback-after-us-patent-and-trademark-office-questions-logo/news-story/2b1bb3008fe079c3133d435fa2e7a5f5). Sky News. Retrieved 9 October 2024.

1. Ross, Martha. ["Meghan Markle's jam brand faces trademark 'protest' from famed Oregon company"](https://www.mercurynews.com/2024/11/01/meghan-markles-jam-brand-faces-trademark-protest-from-famed-oregon-company/). The Mercury News. [Archived](https://web.archive.org/web/20241203002305/https://www.mercurynews.com/2024/11/01/meghan-markles-jam-brand-faces-trademark-protest-from-famed-oregon-company/) December 3, 2024 at the Wayback Machine. Retrieved 4 November 2024.

1. ["USPTO's Document Retrieval and Trademark Status for American Riviera Orchard"](https://tsdr.uspto.gov/#caseNumber=98389841&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch), United States Patent and Trademark Office, [archived](https://web.archive.org/web/20210713022850/https://tsdr.uspto.gov/#caseNumber=98389841&caseSearchType=US_APPLICATION&caseType=DEFAULT&searchType=statusSearch) July 13, 2021 at the Wayback Machine, retrieved 26 November 2024

1. Jankowicz, Mia (April 19, 2024). ["Someone bought a UK domain name for Meghan Markle's new brand and redirected it to an anti-poverty charity"](https://www.yahoo.com/entertainment/someone-bought-uk-domain-name-115606665.html). *Yahoo!*. [Archived](https://web.archive.org/web/20240712144224/https://www.yahoo.com/entertainment/someone-bought-uk-domain-name-115606665.html) July 12, 2024 at the Wayback Machine. Retrieved July 12, 2024.

1. Murphy, Matthew (April 18, 2024). ["U.K. domain for Meghan Markle's American Riviera Orchard brand hijacked by Kate fan"](https://www.thedailybeast.com/uk-domain-for-meghan-markles-american-riviera-orchard-brand-hijacked-by-kate-middleton-fan). *The Daily Beast*. [Archived](https://web.archive.org/web/20250220130338/https://www.thedailybeast.com/uk-domain-for-meghan-markles-american-riviera-orchard-brand-hijacked-by-kate-middleton-fan/) February 20, 2025 at the Wayback Machine. Retrieved July 12, 2024.

1. ["The case of the American Riviera Orchard domain hijacking incident involving Meghan Markle"](https://start.biz/protecting-your-online-identity-meghan-markles-american-riviera-orchard-domain-hijack/). *Start*. April 29, 2024. [Archived](https://web.archive.org/web/20241224075316/https://start.biz/protecting-your-online-identity-meghan-markles-american-riviera-orchard-domain-hijack/) December 24, 2024 at the Wayback Machine. Retrieved July 19, 2024.

1. Guinness, Emma (April 19, 2024). ["Mystery as Meghan Markle's lifestyle brand website leads to UK foodbank"](https://www.independent.co.uk/life-style/royal-family/meghan-markle-american-riviera-orchard-trussell-trust-b2531393.html). *The Independent*. [Archived](https://web.archive.org/web/20240712144613/https://www.independent.co.uk/life-style/royal-family/meghan-markle-american-riviera-orchard-trussell-trust-b2531393.html) July 12, 2024 at the Wayback Machine. Retrieved July 12, 2024.

1. Harle, Emily. ["Trussell Trust baffled over donations from mysterious website under name of Meghan Markle's new brand"](https://www.thirdsector.co.uk/trussell-trust-baffled-donations-mysterious-website-name-meghan-markles-new-brand/fundraising/article/1870287). The Third Sector. [Archived](https://web.archive.org/web/20240507162615/https://www.thirdsector.co.uk/trussell-trust-baffled-donations-mysterious-website-name-meghan-markles-new-brand/fundraising/article/1870287) May 7, 2024 at the Wayback Machine. Retrieved July 19, 2024.

1. ["Meghan Markle can't find a CEO for American Riviera Orchard: 18 employees have already resigned!"](https://www.marca.com/en/lifestyle/uk-news/2024/08/28/66cf5cb046163f3cba8b456c.html). *Marca*. 28 August 2024. [Archived](https://web.archive.org/web/20240901031920/https://www.marca.com/en/lifestyle/uk-news/2024/08/28/66cf5cb046163f3cba8b456c.html) September 1, 2024 at the Wayback Machine. Retrieved 16 October 2024.

1. ["Meghan Markle's American Riviera Orchard lifestyle brand: What's going on? (Exclusive)"](https://www.usmagazine.com/celebrity-news/news/meghan-markles-american-riviera-orchard-brand-whats-going-on/). *US Weekly*. August 28, 2024. [Archived](https://web.archive.org/web/20241115183928/https://www.usmagazine.com/celebrity-news/news/meghan-markles-american-riviera-orchard-brand-whats-going-on/) November 15, 2024 at the Wayback Machine. Retrieved November 19, 2024.

1. ["So when will Meghan Markle actually start selling jam?"](https://www.thecut.com/article/when-will-meghan-markle-debut-american-riviera-orchard.html). *The Cut*. August 28, 2024. [Archived](https://web.archive.org/web/20241217184550/https://www.thecut.com/article/when-will-meghan-markle-debut-american-riviera-orchard.html) December 17, 2024 at the Wayback Machine. Retrieved November 19, 2024.

1. Jolly, Bradley & Croal, Nicola (December 5, 2024). ["Meghan Markle makes bold decision after struggling to find CEO for American Riviera Orchard"](https://www.dailyrecord.co.uk/entertainment/meghan-markle-makes-bold-decision-34239502). *Daily Record*. [Archived](https://web.archive.org/web/20241206020444/https://www.dailyrecord.co.uk/web/20241206020444/https://www.dailyrecord.co.uk/entertainment/meghan-markle-makes-bold-decision-34239502) December 6, 2024 at the Wayback Machine. Retrieved December 6, 2024.

1. Hill, Erin & Henni, Janine (February 18, 2025). ["Meghan Markle renames lifestyle brand 'American Riviera Orchard' to 'As Ever.' And yes, there will be jam"](https://people.com/meghan-markle-changes-name-lifestyle-brand-american-riviera-orchard-as-ever-8737049). *People*. [Archived](https://web.archive.org/web/20250220071201/https://people.com/meghan-markle-changes-name-lifestyle-brand-american-riviera-orchard-as-ever-8737049) February 20, 2025 at the Wayback Machine. Retrieved February 18, 2025.

1. Syckle, Katie Van (February 18, 2025). ["Meghan Markle reimagines her lifestyle brand As Ever"](https://www.nytimes.com/2025/02/18/style/meghan-markle-rebrands-american-riviera-orchard.html). *The New York Times*. [Archived](https://web.archive.org/web/20250219005523/https://www.nytimes.com/2025/02/18/style/meghan-markle-rebrands-american-riviera-orchard.html) February 19, 2025 at the Wayback Machine. Retrieved February 19, 2025.

1. Dixit, Marni (February 19, 2025). ["Fans spot controversial detail in Meghan Markle's new brand name"](https://au.lifestyle.yahoo.com/fans-spot-controversial-detail-in-meghan-markles-new-brand-name-as-ever-053711806.html). *Yahoo! Lifestyle*. [Archived](https://web.archive.org/web/20250219072001/https://au.lifestyle.yahoo.com/fans-spot-controversial-detail-in-meghan-markles-new-brand-name-as-ever-053711806.html) February 19, 2025 at the Wayback Machine. Retrieved February 19, 2025.

1. Miller, Brittany (February 19, 2025). ["NYC clothing label 'As Ever' speaks out after Meghan Markle shares rebranding news"](https://www.the-independent.com/life-style/royal-family/meghan-markle-as-ever-brand-trademark-b2701048). *The Independent*. [Archived](https://web.archive.org/web/20250504171036/https://www.the-independent.com/favicon.ico) 4 May 2025 at the Wayback Machine. Retrieved February 19, 2025.

1. Wilson, Shaun (February 23, 2025). ["Meghan Markle 'banned' from selling clothes under new As Ever brand"](https://www.standard.co.uk/news/meghan-markle-clothes-as-ever-brand-b1212743.html). *The Standard*. [Archived](https://web.archive.org/web/20250223162534/https://www.standard.co.uk/news/meghan-markle-clothes-as-ever-brand-b1212743.html) February 23, 2025 at the Wayback Machine. Retrieved February 23, 2025.

1. Craighead, Olivia (February 18, 2025). ["Meghan Markle's jam business has a new name"](https://www.thecut.com/article/meghan-markle-new-as-ever-lifestyle-brand.html). *The Cut*. [Archived](https://web.archive.org/web/20250218173618/https://www.thecut.com/article/meghan-markle-new-as-ever-lifestyle-brand.html) February 18, 2025 at the Wayback Machine. Retrieved February 19, 2025.

1. Respers France, Lisa & Foster, Max (March 6, 2026). ["Meghan, Duchess of Sussex, and Netflix part ways"](https://www.cnn.com/2026/03/06/entertainment/meghan-sussex-netflix-as-ever-split). *CNN*. Retrieved March 6, 2026.

1. Donnelly, Matt (March 17, 2026). ["Inside Meghan and Harry’s Falling Out With Netflix — and Why the Royal Couple Is Struggling in Hollywood"](https://variety.com/2026/film/news/meghan-markle-harry-netflix-partnership-struggling-1236690802/). *Variety*. Retrieved April 4, 2026.

1. Burack, Emily (17 June 2024). ["Meghan Markle reveals new American Riviera Orchard products"](https://www.townandcountrymag.com/society/tradition/a61140361/meghan-markle-new-american-riviera-orchard-products/). *Town & Country*. [Archived](https://web.archive.org/web/20240618213628/https://www.townandcountrymag.com/society/tradition/a61140361/meghan-markle-new-american-riviera-orchard-products/) June 18, 2024 at the Wayback Machine. Retrieved 3 July 2024.

1. Spence, Niamh & Bagdi, Annabal (17 April 2024). ["Meghan Markle fans 'defend cheap mistake from luxury lifestyle brand American Riviera Orchard'"](https://uk.news.yahoo.com/meghan-markle-fans-defend-cheap-175118468.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAABSKMSc72kfsvT3Flwx1V8b5HX9Nik4js1mf2AARqv6X0HbeLRyRHzpbxST5jKa_96crcBfGbU-9HoespFV7QNLVQ1PLVQm6V6iAtuShNb9ZzhJbgKPF-JbyU6LVqoPZsFe0BeX5NtBdd56dLkWP4fmS-5DzxrMp-LtZcZQSjLpL). Birmingham Live. [Archived](https://web.archive.org/web/20241224073258/https://uk.news.yahoo.com/meghan-markle-fans-defend-cheap-175118468.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAABSKMSc72kfsvT3Flwx1V8b5HX9Nik4js1mf2AARqv6X0HbeLRyRHzpbxST5jKa_96crcBfGbU-9HoespFV7QNLVQ1PLVQm6V6iAtuShNb9ZzhJbgKPF-JbyU6LVqoPZsFe0BeX5NtBdd56dLkWP4fmS-5DzxrMp-LtZcZQSjLpL) December 24, 2024 at the Wayback Machine. Retrieved 3 July 2024.

1. Burack, Emily (30 April 2024). ["A complete list of everyone who received Meghan Markle's American Riviera Orchard jam"](https://www.townandcountrymag.com/society/tradition/g60567172/meghan-markle-american-riviera-orchard-jam-recipients/). *Town & Country*. [Archived](https://web.archive.org/web/20240617171245/https://www.townandcountrymag.com/society/tradition/g60567172/meghan-markle-american-riviera-orchard-jam-recipients/) June 17, 2024 at the Wayback Machine. Retrieved 3 July 2024.

1. Sullivan, Reilly (July 9, 2024). ["'Beneath him': King Charles refuses to 'sink' to Meghan Markle's level with petty American Riviera Orchard jam dispute"](https://www.skynews.com.au/lifestyle/celebrity-life/beneath-him-king-charles-refuses-to-sink-to-meghan-markles-level-with-petty-american-riviera-orchard-jam-dispute/news-story/a417872cf7ca6932e80564c0bbb5fa9d). Sky News. Retrieved July 10, 2024.

1. Burchfield, Rachel (19 July 2024). ["It's not in King Charles' nature to upstage daughter-in-law Meghan Markle and her lifestyle brand American Riviera Orchard with competing retail products, royal commentator says"](https://www.marieclaire.com/celebrity/royals/king-charles-wouldnt-try-to-intentionally-upstage-meghan-markle-lifestyle-brand/). *Marie Claire*. [Archived](https://web.archive.org/web/20240811013419/https://www.marieclaire.com/celebrity/royals/king-charles-wouldnt-try-to-intentionally-upstage-meghan-markle-lifestyle-brand/) August 11, 2024 at the Wayback Machine. Retrieved 10 October 2024.

1. ["Curiously, Just as Meghan Markle Sends Samples of Her New Strawberry Jam Out, the Buckingham Palace Shop Starts Promoting Its Own Strawberry Jam on Social Media"](https://www.marieclaire.com/celebrity/royals/battle-of-the-strawberry-jam/). Marie Claire. 25 April 2024. [Archived](https://web.archive.org/web/20250106025335/https://www.marieclaire.com/celebrity/royals/battle-of-the-strawberry-jam/) January 6, 2025 at the Wayback Machine. Retrieved 19 November 2024.

1. Hill, Erin & Henni, Janine (July 7, 2024). ["Meghan Markle renames lifestyle brand 'American Riviera Orchard' to 'As Ever.' And yes, there will be jam"](https://people.com/meghan-markle-changes-name-lifestyle-brand-american-riviera-orchard-as-ever-8737049). *People*. [Archived](https://web.archive.org/web/20250220071201/https://people.com/meghan-markle-changes-name-lifestyle-brand-american-riviera-orchard-as-ever-8737049) February 20, 2025 at the Wayback Machine. Retrieved February 20, 2025.

1. Burchfield, Rachel (26 June 2024). ["Meghan Markle's lifestyle brand, American Riviera Orchard, has reportedly decided on what product offering the public can buy first—and it feels authentic to Meghan herself"](https://www.marieclaire.com/celebrity/royals/meghan-markle-american-riviera-orchard-rose-wine-product-offering/). *Marie Claire*. [Archived](https://web.archive.org/web/20240627014821/https://www.marieclaire.com/celebrity/royals/meghan-markle-american-riviera-orchard-rose-wine-product-offering/) June 27, 2024 at the Wayback Machine. Retrieved 3 July 2024.

1. McTaggart, India & Ward, Victoria (April 2, 2025). ["Meghan's As Ever range sells out in 30 minutes... even the £21.60 jars of honey"](https://www.telegraph.co.uk/news/2025/04/02/meghan-reveals-prices-as-ever-range-jam-raspberry-sussex/). *The Telegraph*. [Archived](https://web.archive.org/web/20250403030826/https://www.telegraph.co.uk/news/2025/04/02/meghan-reveals-prices-as-ever-range-jam-raspberry-sussex/) April 3, 2025 at the Wayback Machine. Retrieved April 3, 2025.

1. Donaldson, Ali (April 2, 2025). ["“It’s just an extension of me:” Megan, Duchess of Sussex launches lifestyle brand"](https://www.inc.com/ali-donaldson/meghan-duchess-of-sussex-takes-on-a-new-title-founder/91166953). *Inc*. [Archived](https://web.archive.org/web/20250406084227/https://www.inc.com/ali-donaldson/meghan-duchess-of-sussex-takes-on-a-new-title-founder/91166953) April 6, 2025 at the Wayback Machine. Retrieved April 7, 2025.

1. ["Meghan Markle's As Ever accused of inflating tea prices and outsourcing products; details here"](https://www.livemint.com/news/trends/royal-sips-or-retail-rip-off-meghan-markle-s-tea-brand-faces-criticism-over-pricing-11750950578848.html). *Mint*. June 26, 2025. [Archived](https://web.archive.org/web/20250629000000/https://www.livemint.com/news/trends/royal-sips-or-retail-rip-off-meghan-markle-s-tea-brand-faces-criticism-over-pricing-11750950578848.html) June 29, 2025 at the Wayback Machine. Retrieved June 29, 2025.

1. Vanderhoof, Erin (June 30, 2025). ["Meghan Markle is in a Jam Jam"](https://www.vanityfair.com/style/story/meghan-markle-jam-release-apricot-spread). *Vanity Fair*. [Archived](https://web.archive.org/web/20250701000000/https://www.vanityfair.com/style/story/meghan-markle-jam-release-apricot-spread) July 1, 2025 at the Wayback Machine. Retrieved July 1, 2025.

1. Helmore, Edward (July 1, 2025). ["Meghan, Duchess of Sussex, launches 'thoughtful' collection of wines"](https://www.theguardian.com/uk-news/2025/jul/01/meghan-markle-wine). *The Guardian*. Retrieved July 2, 2025.

1. Royston, Jack (June 30, 2025). ["Meghan Markle Had 'Absolutely No Compromise' on Quality With As Ever"](https://www.newsweek.com/meghan-markle-quality-ever-wine-tea-jam-2092371). *Newsweek*. Retrieved July 2, 2025.

1. Henni, Janine & Hill, Erin (October 28, 2025). ["Meghan Markle Debuts Royal Wedding-Inspired Candle in Her First Holiday Drop — Here’s What She Named It"](https://people.com/meghan-markle-first-holiday-collection-as-ever-royal-wedding-inspired-candle-11837368). *People*. Retrieved December 4, 2025.

1. Vanderhoof, Erin (October 28, 2025). ["Meghan Markle Is Now Selling a $64 Candle That Smells Like Her Royal Wedding"](https://www.vanityfair.com/style/story/meghan-markle-is-now-selling-a-candle-that-smells-like-her-royal-wedding). *Vanity Fair*. Retrieved April 21, 2026.

1. Murphy, Helen (April 19, 2026). ["Meghan Markle Debuts $64 Candles Inspired by Archie and Lilibet, Featuring Their Royal Titles (and a Wink at Their Red Hair)"](https://people.com/meghan-markle-debuts-prince-archie-princess-lilibet-first-as-ever-product-mothers-day-collection-11952221). *People*. Retrieved April 21, 2026.

1. Kile, Meredith (December 4, 2025). ["Meghan Markle Debuts Chocolate Bars in Surprise Collab with a Popular Brand — and They're Already Selling Out!"](https://people.com/meghan-markle-debuts-chocolate-bars-collaboration-as-ever-compartes-selling-out-11862104). *People*. Retrieved December 4, 2025.

1. Petak, Tessa (July 15, 2024). ["Meghan Markle is already anticipating the backlash for American Riviera Orchard"](https://www.instyle.com/meghan-markle-expecting-backlash-american-riviera-orchard-8678387). *In Style*. [Archived](https://web.archive.org/web/20240716000358/https://www.instyle.com/meghan-markle-expecting-backlash-american-riviera-orchard-8678387) July 16, 2024 at the Wayback Machine. Retrieved July 16, 2024.

1. Rayner, Isabella (July 19, 2024). ["'Furious': Prince Harry 'holding' Meghan Markle back from confronting King Charles over latest Highgrove launch"](https://www.skynews.com.au/lifestyle/celebrity-life/furious-prince-harry-holding-meghan-markle-back-from-confronting-king-charles-over-latest-highgrove-launch/news-story/e402121a890e1db74cd52dd392e3bfc0). *Sky News*. [Archived](https://web.archive.org/web/20240719080522/https://www.skynews.com.au/lifestyle/celebrity-life/furious-prince-harry-holding-meghan-markle-back-from-confronting-king-charles-over-latest-highgrove-launch/news-story/e402121a890e1db74cd52dd392e3bfc0) July 19, 2024 at the Wayback Machine. Retrieved July 19, 2024.

1. Tinsley, Katherine (22 October 2024). ["Meghan Markle slammed for her bad business ideas by royal expert Tina Brown: 'She doesn't listen'"](https://okmagazine.com/p/meghan-markle-slammed-bad-business-ideas-american-riviera-orchard/). *OK*. [Archived](https://web.archive.org/web/20241112060309/https://okmagazine.com/p/meghan-markle-slammed-bad-business-ideas-american-riviera-orchard/) November 12, 2024 at the Wayback Machine. Retrieved 23 October 2024.

1. Henni, Janine (April 2, 2025). ["Meghan Markle Celebrates As Ever Launch in Makeup-Free Video as Line Sells Out in Under One Hour"](https://people.com/meghan-markle-celebrates-as-ever-launch-makeup-free-video-line-sells-out-hour-11707541). *People*. Retrieved March 6, 2026.

## External links

- [Official website](https://asever.com/)

---
Adapted from the Wikipedia article [As Ever](https://en.wikipedia.org/wiki/As_Ever) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/As_Ever?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.