In a rare and candid revelation, Meghan Markle has finally opened up about the real inspiration behind her much-hyped lifestyle brand As Ever — and it’s far more personal than anyone could have imagined.
During her appearance on the latest episode of the Aspire podcast, the Duchess of Sussex peeled back the curtain on how years of soul-searching and a simple holiday tradition sparked what has now become one of the most talked-about celebrity brands of the year.
“I knew that I wanted to put something in the world for years — and we’ve been out here for five years now — really trying to decipher, ‘What do I want to share?’ What do I really want to authentically, organically share and how do I translate that?” Meghan confessed in the intimate interview.
For the wife of Prince Harry, this wasn’t just another celebrity business venture; it was a deeply personal project, born out of something as simple as making jam in her own kitchen.
“Truth be told, I had just been making a lot of jams and preserves at home and I was sharing them as holiday gifts with friends,” she revealed. But what happened next caught even Meghan off guard. “So many friends at the same time texted, saying, ‘I don’t know what it is but your jam makes me so happy!’ And I go, ‘Maybe that’s the thing.’”
The brand that began with Meghan’s homemade preserves has now snowballed into a phenomenon, with product launches selling out within minutes and fans eagerly awaiting every restock. However, Meghan admits she initially envisioned something far more modest.
“[It went] far beyond my ideas of, ‘Oh I can sell locally, like, get a farmer’s market,’ like, I thought that would be cute,” she said with a laugh. “So suddenly it just changed quite a bit and the offerings will expand to meet that same demand and that interest, which I’m grateful for.”
Since its launch, As Ever has taken on a life of its own, with every drop of jam, cookies, flower sprinkles and artisanal goods instantly vanishing from shelves. Meghan’s emphasis on authenticity and organic growth has struck a chord with consumers, who see the brand as a reflection of the Duchess herself — personal, warm, and refreshingly honest.
Fans were especially thrilled when Meghan announced via Instagram that more “delicious surprises” would be added to the lineup this summer, teasing that June 20 would bring exciting new offerings.
Her recent restock announcement generated major buzz online, as eager followers marked their calendars. “So much love has gone into this…and I can’t wait to share it with you this Friday,” Meghan wrote, hinting at what’s to come.
As Meghan continues to expand As Ever, royal watchers and business analysts alike are closely observing how this new chapter of her post-royal life unfolds. For Meghan, though, the goal remains simple: sharing small moments of joy with the world, one jar of jam at a time.
With the brand’s meteoric success, Meghan has once again shown that she knows how to capture public fascination — this time not with royal drama, but with homegrown authenticity.
