It started with a jar. Not a royal decree or a splashy press conference, but a humble glass container of strawberry preserves, numbered by hand. When the first pictures of the Meghan Markle jam hit Instagram in the spring of 2024, the internet basically had a collective meltdown. People were dissecting the calligraphy. They were counting the lemons in the gift baskets. Some were even trying to zoom in on the reflection in the glass to see who was taking the photo. Honestly, it was a masterclass in "quiet luxury" marketing before we all got sick of that phrase.
The brand was American Riviera Orchard. A name that sounds like a place you’d go to buy a $40 candle while wearing a linen set. Fast forward to early 2026, and the landscape has shifted. The brand is now known as As Ever, a nod to Meghan’s old sign-off on her blog The Tig. But that original strawberry jam? It’s basically the "Patient Zero" of her lifestyle empire.
The 50 Jars That Shook the Internet
Meghan didn’t just put this on a shelf at Target. She sent out 50 numbered jars to her inner circle. It was genius. And slightly chaotic.
Mindy Kaling got jar number 19. Chrissy Teigen made a whole video with hers. Kris Jenner was number 13. But the real kicker? Jar number one went to Meghan’s mom, Doria Ragland. We only found out about that later through her Netflix show, With Love, Meghan. People were genuinely stressed about the "hierarchy" of the numbers. If you were jar 48, did that mean you were barely on the Christmas card list? Meghan eventually had to go on camera and say, "Look, it wasn't a ranking."
- Jar #1: Doria Ragland (The Mom)
- Jar #10: Delfina Blaquier (The Polo Connection)
- Jar #17: Tracy Robbins (The Fashion Link)
- Jar #21: Tracee Ellis Ross (The Hollywood Elite)
The strategy was simple: scarcity creates demand. You couldn't buy it. You could only want it.
The Rebrand and the "Glitch" Heard 'Round the World
By early 2025, the brand pivoted. Trademark issues with "American Riviera" (apparently you can't just own the name of a whole region, who knew?) led to the birth of As Ever. It felt more personal. It also aligned perfectly with her Netflix partnership.
🔗 Read more: How Tall is Tim Curry? What Fans Often Get Wrong About the Legend's Height
Then came the January 2026 "glitch."
Someone on Reddit figured out that if you added a ridiculous amount of product to your cart on the official website, the system would spit out the actual inventory numbers. It was a PR nightmare for about five minutes until the data actually showed the brand was a powerhouse.
Reports leaked that the Signature Fruit Spread Gift Box—which is the fancy way of saying the jam—had moved nearly a million units. Even at a $42 price point, the sell-through was around 87%. Critics who said it was just "expensive jelly" were suddenly looking at an estimated $36 million in revenue. That’s a lot of toast.
Is it Actually Jam? (The Techy Bit)
Okay, let’s get nerdy for a second. There has been a lot of back-and-forth about whether Meghan is actually selling "jam" or "fruit spread."
In the U.S., the FDA is surprisingly strict about this. To be legally called "jam," a product has to hit a specific fruit-to-sugar ratio. If you use less sugar or different thickeners, you have to call it a "spread." On the As Ever website, the raspberry and strawberry versions are labeled as fruit spreads. The orange one? That’s officially marmalade.
💡 You might also like: Brandi Love Explained: Why the Businesswoman and Adult Icon Still Matters in 2026
Does the average person care? Probably not. It tastes like California sunshine and high-end branding regardless of what the label says.
The "With Love, Meghan" Effect
You can't talk about the jam without talking about the show. With Love, Meghan premiered on Netflix in March 2025. It wasn't a reality show in the Kardashians sense. It was more like Martha Stewart meets The Crown's B-roll.
She’s in her garden. She’s arranging flowers. She’s—you guessed it—making jam.
The show gave the products a backstory. It made the $42 price tag feel less like a transaction and more like a souvenir from her life in Montecito. The data shows that every time an episode aired where she used a specific product, like her wildflower honey or those edible flower sprinkles, the website traffic spiked by over 400%.
What’s in the Pantry Now?
If you go to the site today, it’s not just about the preserves anymore. The expansion has been aggressive but curated.
📖 Related: Melania Trump Wedding Photos: What Most People Get Wrong
- The Wine: A crisp rosé that apparently pairs perfectly with "afternoon garden parties."
- The Candles: Signature No. 084 (Sandalwood and California Poppy) is a constant sell-out.
- The Tech/Lifestyle stuff: She even dropped a leather bookmark recently. Random? Sure. Sold out? In under an hour.
The business model has moved from "celebrity hobby" to "serious lifestyle competitor." She’s taking on Goop and Flamingo Estate at the same time.
Dealing With the Critics
It hasn't been all sunshine and strawberries. The British tabloids have been, well, themselves. There were jokes about "Duchess Jam." There were comparisons to the Highgrove organic line from King Charles.
But Meghan’s team has leaned into the "lifestyle" aspect. They aren't selling to people who want a royal connection; they're selling to people who want a piece of the California dream. The fact that the brand survived a name change and a massive data leak suggests it has real legs.
Actionable Insights for the "As Ever" Enthusiast
If you're looking to actually get your hands on some of this stuff, you have to be tactical.
- Sign up for the waitlist: Seriously. The "drop" model is how they operate. If you wait for the Instagram post, you’re already too late.
- Check the Gift Boxes: Often, the individual jars sell out first, but the "Signature Trio" stays in stock a few minutes longer.
- Don't buy from resellers: eBay is currently flooded with "original American Riviera Orchard" jars for $200+. Don't do it. The product inside is meant to be eaten, not archived.
The story of the Meghan Markle jam is really a story about how to build a brand in 2026. It’s about being "seen" without being "available." It's about using a Netflix deal to turn a hobby into a $30 million-plus revenue stream. Whether you love her or think it's all a bit much, you can't deny one thing: she knows how to move product.
To get the most out of your purchase once it arrives, try pairing the Raspberry Fruit Spread with a sharp goat cheese—it’s the specific pairing Meghan highlighted in the "Entertaining" episode of her series.