Let’s be real: people love to count Meghan Markle out. Every time she announces a new project, the internet splits down the middle, with half the world waiting for a "flop" and the other half refreshing their browsers to buy whatever she’s selling.
But as of January 2026, the narrative is shifting.
If you haven’t kept up, the Duchess of Sussex basically did a massive pivot. Remember "American Riviera Orchard"? The brand with the calligraphy and the strawberry jam that took over your feed in 2024? It’s gone. Or rather, it’s evolved. In early 2025, Meghan rebranded the whole venture to As Ever, a name she apparently secured back in 2022. It wasn't just a name change; it was a total business restructuring.
The Strategy Behind "As Ever"
Why the change? Honestly, "American Riviera Orchard" was a mouthful. Meghan herself admitted in a video last year that the original name felt a little too tied to Santa Barbara. She wanted something that could scale. By partnering with Netflix—not just as a streamer, but as a formal business partner in the brand—she’s turned As Ever into a lifestyle ecosystem.
It’s not just jam anymore.
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Just this week, on January 13, 2026, she dropped the first collection of the year. It’s called the "A Moment to Unwind" bundle. It sold out in under an hour. We’re talking about an $18 leather bookmark that says "Fell asleep here" in her signature gold calligraphy, paired with peppermint tea and sage honey.
It sounds simple. Maybe even "basic" to the critics. But the data doesn't lie: people are buying into the "Meghan aesthetic" in a way they didn't with her earlier, more corporate-feeling ventures.
What makes the 2026 launch different?
There’s a specific "quiet luxury" vibe happening here. Instead of trying to compete with Amazon or big-box retailers, As Ever is leaning into small-batch, artisanal releases. It feels more like the old The Tig days—her pre-royal blog—than a high-pressure Hollywood production.
- Handmade in the U.K.: Interestingly, the new leather bookmarks are produced in Britain. It’s a subtle olive branch (or a clever marketing move) that connects her current California life back to her time across the pond.
- The Netflix Halo Effect: Her show With Love, Meghan is now entering its second season. Unlike her previous documentary-style content, this is pure lifestyle: gardening, cooking, and hosting. It acts as a 30-minute commercial for the As Ever products.
- The "Female Founder" Pivot: Meghan isn't just a "Duchess" in her marketing anymore. She’s leaning heavily into the entrepreneur label. Her Lemonada podcast, Confessions of a Female Founder, where she interviews people like Sara Blakely and Tina Knowles, has helped solidify this new identity.
Addressing the Skeptics
Look, it’s not all sunshine and rose-gold calligraphy.
Critics like Lee Cohen have been vocal, calling her 2026 projects "more of the same" and predicting "zero breakthroughs." There's a legitimate argument that without the royal drama to fuel the headlines, her solo ventures might lose steam. And let’s be honest—her first Netflix cooking show didn't exactly break the Top 10 globally.
But there’s a nuance people miss.
Meghan doesn't need to be the #1 show on Netflix if she’s moving inventory. If As Ever can maintain a high sell-through rate on high-margin items like $64 tea bundles and $28 shortbread mixes, the business case becomes very strong. She’s following the Goop model, not the Hollywood blockbuster model.
The Logistics of the Rebrand
The transition from American Riviera Orchard to As Ever wasn't just about the name. It solved a massive trademark headache. The original name was reportedly facing "notices of irregularity" in various international markets. By switching to a name she already owned, she bypassed months of legal red tape.
The logo changed, too.
The new crest is a square featuring a palm tree and two hummingbirds. It’s deeply personal. The palm trees represent the "connected" trees at her Montecito home that Harry famously pointed out when they first bought the place. The hummingbirds are a nod to a story Harry told in Spare about a bird visiting their home after the Queen passed away.
What’s Next for Meghan?
If you're looking for the next big move, keep an eye on the "The Wedding Date" adaptation. Archewell Productions is currently producing the film version of Jasmine Guillory’s bestseller for Netflix. It’s her first major foray into scripted rom-com production.
Combined with the steady growth of As Ever, 2026 looks like the year Meghan finally finds her footing outside the "royal" shadow.
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Actionable Takeaways for Following the Brand:
- Sign up for the "As Ever" newsletter: This is where the drops happen first. If you want the limited-edition stuff (like the wildflower honey), you have about a 20-minute window before it’s gone.
- Watch for the "lifestyle-to-shelf" pipeline: Notice how items she uses in With Love, Meghan (like the flower sprinkles) appear on the website a few days after the episode airs.
- Follow the podcast for business insights: If you’re an entrepreneur yourself, Confessions of a Female Founder actually offers some decent tactical advice, specifically the episode with Reshma Saujani on "the long game."
Ultimately, As Ever is Meghan trying to prove that she is "as she’s always been"—a lifestyle creator who just happened to take a very long, very famous detour. Whether the public buys that version of her remains the multi-million dollar question. But for now, the "Sold Out" signs suggest she's doing just fine.
Keep an eye on the February wine launch; that will be the real test of whether the brand can move from "crafty hobby" to a serious luxury contender.