Meghan Markle’s brand – both personal and lifestyle – has always been a little confused. The latter, originally launched as American Riviera Orchard in 2024, became As Ever a little under a year later, with the Duchess claiming the moniker limited her to selling goods manufactured and grown in the Santa Barbara area in which she lives. Much like Markle, sorry, Sussex, her jam had an identity crisis.
Still, her products (flower sprinkles for £11, honey for an eye-watering £21) flew off the digital shelves upon release, with the Duchess even being forced to offer free gifts to customers who’d bought items after the initial inventory was, in fact, gone within the first 45 minutes. Markle announced she wouldn’t restock the products because of the toll the success of the business had taken on her, admitting she feared she might be “annoying” customers. “I don’t want you to eat that jam once every six months,” she acknowledged. “I want that to be on your shelf all the time.”
