Meghan Markle‘s ‘As Ever’: A New Chapter in Lifestyle and Entrepreneurship
The Duchess of Sussex, Meghan Markle, has launched her rebranded lifestyle venture, “As Ever,” sharing a rare photo of her daughter Lilibet and announcing a significant partnership with Netflix. The announcement, made via an Instagram video, marks a new chapter for Markle’s entrepreneurial journey, following the closure of her previous lifestyle website, The Tig, in 2017.
The video features a heartwarming image of Markle and her three-year-old daughter, Lilibet, walking hand-in-hand across a sun-drenched lawn, palm trees swaying gently in the background. This intimate glimpse into the family’s life is a rare treat for fans, adding a personal touch to the brand launch.
Markle’s previous brand, American Riviera orchard, has undergone a significant transformation. In the video, she explains the reasoning behind the name change: Last year, I had thought ‘You know what, American Riviera, that sounds like such a grate name, it’s my neighbourhood, it’s a nickname for Santa Barbara’, but it limited me to things that were just manufactured and grown in this area.
the new name,”As Ever,” reflects a broader vision,encompassing Markle’s passions beyond her Santa Barbara community.
The partnership with Netflix extends beyond Markle’s upcoming series, “With love, Meghan.” Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,
she revealed. This collaboration signifies a significant boost for “As Ever,” leveraging Netflix’s global reach and marketing expertise.
Markle’s entrepreneurial journey began with The Tig, a platform where she shared her interests in food, fashion, and travel, while also addressing social issues such as gender equality. The relaunch of “As Ever” builds upon this foundation,promising a range of products reflecting her lifestyle and values. A trademark application filed in February 2022 indicates the brand will offer downloadable and printed recipe books, tableware, textiles, and, of course, jams and marmalades.
as Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know, I’ve always loved cooking and crafting and gardening,said Meghan. Meghan Markle
She further elaborated: This is what I do,and I haven’t been able to share it with you in the same way for the past few years but now I can.
This statement hints at the challenges of balancing her public life with her personal passions, suggesting a renewed focus on sharing her lifestyle with her followers.
The announcement comes shortly after Prince Harry’s Invictus Games in Canada,where Markle joined him.The couple’s move to Montecito, California, in 2020, marked a significant shift away from their roles as working royals, allowing them to pursue personal and professional endeavors independently. The launch of “As Ever” represents a key step in this new chapter, showcasing Markle’s entrepreneurial spirit and her commitment to sharing her passions with the world.
Markle’s playful reference to her first product, a limited-edition strawberry jam, further underscores the brand’s focus on home-grown values and personal touches: Of course there will be fruit preserves, I think we’re all clear at this point that jam is my jam.
This lighthearted comment adds a relatable element to the brand’s image, connecting with audiences on a personal level.
The launch of “As Ever” is scheduled for two weeks after the release of Markle’s Netflix series, generating considerable anticipation and excitement among fans and industry observers alike.
Headline: Meghan Markle’s “As Ever”: Exploring the Duchess’s Bold move into Lifestyle Entrepreneurship
Opening Statement:
In a world captivated by royal transformations, Meghan Markle’s launch of “As Ever” is more than just a rebrand—it’s a glimpse into her evolving vision for lifestyle entrepreneurship. But what does this new venture truly signify for her brand and for fans worldwide?
Interview with Jane Thompson, Lifestyle Branding Expert:
senior Editor:
Meghan Markle’s transition from The Tig to “As Ever” represents a significant pivot in her entrepreneurial journey. In your view, what are the key factors driving this change?
Jane Thompson:
Meghan Markle’s shift from The Tig to “As Ever” signifies her desire for a broader canvas to express her brand identity. While The Tig primarily focused on lifestyle aspects like food and fashion, “As Ever” reflects her expansive vision and aims to encompass her lifelong passions—cooking, crafting, and gardening. This transition also highlights a strategic pivot from a localized focus, embodied by the American Riviera orchard, to a more global and inclusive approach, aligning with Netflix to expand her reach. Markle’s evolution mirrors a desire for authenticity and connection, addressing the limitations she previously faced with a brand name tied to a specific locale.
Senior Editor:
Netflix is a significant partner in this venture. How might this collaboration shape the future of “As Ever”?
Jane Thompson:
Netflix’s involvement in “As Ever” is both a strategic alliance and a testament to Meghan Markle’s influence. This partnership transcends beyond her show “With Love, Meghan,” positioning Netflix as a key business ally. Leveraging Netflix’s extensive global reach and marketing prowess allows “As Ever” to tap into a massive audience, increasing brand visibility and engagement. Historically,successful brand collaborations like these have not only boosted revenues but also enriched brand narratives,as seen with high-profile partnerships in the media space. Furthermore, Netflix’s experience with diverse content might inspire innovative product offerings within the “As Ever” brand.
Senior Editor:
The brand promises an array of products, including recipes and home goods. How critical is product diversification for lifestyle brands today?
Jane Thompson:
Product diversification is pivotal in establishing a resilient and engaging brand. For lifestyle brands like “As Ever,” offering a variety of products—ranging from recipes and home goods to tableware and textiles—ensures a comprehensive consumer experience. This approach not only enhances brand loyalty by catering to diverse customer needs but also mitigates risks associated with market fluctuations. Key examples include brands like Martha Stewart and Anthropologie, which have effectively diversified their offerings. Diversification allows for multiple revenue streams, demonstrating a brand’s adaptability and commitment to evolving consumer preferences.
Senior Editor:
“As Ever” emphasizes values rooted in home-grown authenticity. How does this resonate with modern audiences?
Jane Thompson:
Modern audiences gravitate towards brands that convey authenticity and a personal touch, making “As Ever”’s home-grown ethos especially resonant. Meghan Markle’s playful reference to strawberry jam, with her comment, “jam is my jam,” exemplifies this relatability. In today’s markets—especially post-pandemic—consumers are seeking genuine connections and transparency. Brands that emphasize traditional values and personal stories, like “As Ever,” stand out for their authenticity. This parallels a shift observed in the craft and artisanal product markets, where consumer trust is built through storytelling and transparency.
Senior editor:
With Markle’s declaration timed around the Invictus Games, how does the brand build upon her and Prince Harry’s narrative?
Jane Thompson:
The timing of “As Ever” conjures a narrative synergy with Prince Harry’s recent ventures, embodying a dual-pronged strategy of personal and philanthropic endeavors. This move reflects their desire to build a legacy beyond royal duties, extending personal narratives into entrepreneurial ventures that resonate with their core values and public personas. Their collective image as forward-thinking figures supports “as Ever” by showcasing their commitment to new projects that underline autonomy and social duty. Moreover, such strategic timing reinforces their public image as a united front demonstrating adaptability and innovation outside traditional royal roles.
Senior editor:
considering Meghan Markle’s challenges in balancing public life and personal passions, what does this relaunch say about her current priorities?
Jane Thompson:
Meghan Markle’s relaunch of “As Ever” echoes a renewed commitment to her passions and a deeper connection with her audience. By embracing aspects of her identity—such as her love for crafting and cooking—the relaunch serves as a reflection of her desire to meld personal interests with public outreach. This endeavor highlights her priority to share parts of her life that were less accessible during her time as a working royal. Furthermore, it signals an evolution towards personal fulfillment and balancing public expectations, a path many high-profile individuals strive toward in balancing their multifaceted roles.
Closing Thoughts:
Meghan Markle’s “As Ever” represents a dynamic blend of tradition and innovation,merging personal authenticity with strategic business growth. As the Duchess ventures into this new chapter, her ability to connect with audiences on a personal level continues to foster both excitement and engagement. Readers are invited to share their thoughts: How do you perceive the impact of “As Ever” on the lifestyle brand landscape? Join the conversation in the comments or on social media.