Meghan Markle Hard Launches As Ever Brand on Instagram

There’s a new way to follow Meghan Markle on Instagram.

After debuting her personal Instagram account in early 2025, the Duchess of Sussex has now launched a dedicated Instagram page for her lifestyle brand, As Ever. She also teased when fans can expect to start shopping — this spring — on her newly unveiled website.

On Feb. 18, Meghan introduced @aseverofficial in an Instagram Collab with her personal account. “You’re warmly invited: As ever, coming Spring 2025,” the caption reads. In the accompanying photo, Meghan is seen drizzling honey onto a croissant beside what appears to be her now-famous jam.

Meghan, 43, unveiled the rebranded name of her lifestyle brand on Feb. 17, replacing the previously announced name, American Riviera Orchard. Speaking in a selfie-style video on her @meghan Instagram page, she said, “The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about.”

“Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area,” she added. “Then Netflix came on, not just as my partner in the show, but as my partner in my business. which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.”

Referencing The Tig, the lifestyle blog that Meghan ran before marrying Prince Harry in 2018, she explained that As Ever would focus on sharing her passions.

“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 — this is what I do,” she explained. “And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.”

She also revealed the products shoppers can expect to buy.

“Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks, guys!” she concluded.

Can’t get enough of PEOPLE’s Royals coverage? Sign up for our free Royals newsletter to get the latest updates on Kate Middleton, Meghan Markle and more! 

Meghan’s video message was accompanied by a new website for As Ever, which featured a newly released photo of the Duchess of Sussex hand-in-hand with her 3-year-old daughter, Princess Lilibet.