Meghan Markle Teases Exciting New As Ever Venture With Jam Reveal
Meghan Markle appears to be preparing an exciting new venture — quite literally.
On Friday, October 24, a video displaying several illuminated, slender candles was shared with the caption “Save the date,” rendered in Markle’s distinctive handwriting, across her personal Instagram and the page for her lifestyle label, As Ever.
The video then displayed “October 28th…” prior to the Duchess of Sussex uploading a subsequent clip that seemingly depicted the former royal spreading her popular jam. The name of her brand, As Ever, in her characteristic script, along with the identical October 28 date, was also visible in the footage.
Meghan initially hinted at a forthcoming revelation on Thursday, October 26, by posting an Instagram Reel portraying her stroll through a sunlit orchard. The text “As Ever…” in white calligraphy overlaid the video, succeeded by “Save the date, October 28th…”
Meghan Markle’s Jam Now Featured on As Ever Website Alongside Other Items
The brand was inaugurated by Meghan on April 2, following her February declaration of a comeback to the lifestyle sector.
“I am delighted to present As Ever — a label I conceptualized and invested my passion into. The phrase ‘As ever’ signifies ‘as it has always been’ or, as some interpret, ‘in the customary manner.’ For those who have followed my journey since my time developing The Tig, you will recognize the profound truth in this statement for me,” she conveyed on Instagram. “This fresh phase represents a continuation of what has consistently been my expression of affection, gracefully intertwining all that I hold dear — cuisine, horticulture, hosting, mindful existence, and discovering delight in daily life.”
The brand’s official website became operational concurrently with the Netflix debut of Meghan’s series With Love, Meghan. “As Ever transcends being merely a brand — it embodies a form of affection. Conceived by Meghan, Duchess of Sussex, As Ever invites you to explore an assortment of items, each drawing inspiration from her enduring passion for culinary arts, entertaining guests, and effortless hosting,” stated a message on the As Ever website then. “This thoughtfully selected array has been designed to enrich your daily experiences and spark instances of happiness.”
Following the brand’s formal introduction in April, Meghan rapidly depleted the entire inventory of products in under sixty minutes. Her honey, in particular, garnered immense demand, selling out in fewer than five minutes.
As Ever provides a variety of items for home and entertaining, such as raspberry preserve, natural wildflower honey accompanied by honeycomb, pancake batter mix, decorative flower sprinkles, and buttery shortbread biscuits.
An April press statement from the company characterized the product range as “an insight into Meghan’s philosophy of refined, daily existence, stemming from her enduring enjoyment of preparing meals, hosting gatherings, and effortlessly managing events.”
These offerings could also be acquired across all fifty states through the As Ever online platform.
Although Meghan has not disclosed the nature of the newest product, her jam remains one of As Ever’s most sought-after items. She publicized the product by distributing advance samples to individuals like Kris Jenner, Mindy Kaling, among others.
In a segment on As Ever, Kaling conveyed her appreciation for receiving a jar of the preserve — yet confessed curiosity about who else had been given one.
“Being someone who thinks hierarchically, I questioned, who are these other recipients?” remarked Kaling, who obtained jar number 19 out of 50, during the program. “Does possessing a smaller number confer greater significance upon me?”
This product preview coincides with Meghan’s recent loss of her tenth Head of Communications, following Emily Robinson’s exit.
A representative for Meghan, 44, informed Us Weekly in a statement on Friday, October 24, that “Ms. Robinson managed project-specific tasks for an exceptionally successful run of With Love, Meghan and provided further assistance to the production firm. She performed commendably and brought these endeavors to a highly successful conclusion.”
Meghan Markle Reveals the Production Process for As Ever Jam
Robinson became part of Meghan’s staff in June, having previously handled public relations for Netflix. Both The Times of London and People indicated that Robinson departed voluntarily.
Furthermore, two of Meghan’s former public relations specialists have transitioned into non-publicity capacities for her and her spouse, Prince Harry.
