Fans of Meghan Markle’s rapidly successful As Ever lifestyle brand are buzzing with anticipation following a series of cryptic “save the date” teasers pointing to October 28th. The Duchess of Sussex has hinted at a new announcement, prominently featuring her highly coveted raspberry jam, signaling another exciting chapter for a brand that champions thoughtful living, cooking, and entertaining with ease, mirroring her long-standing passions.
Meghan Markle is once again stirring excitement among her followers, igniting speculation about what new offerings her lifestyle brand, As Ever, will unveil. A recent series of social media teasers has culminated in a prominent “save the date” for October 28th, with visuals strongly suggesting an expansion or restock related to her popular jam products. This move reinforces the Duchess of Sussex’s commitment to a carefully curated lifestyle platform that began taking shape earlier this year.
The “Save the Date” Tease: What Fans Are Anticipating
The latest flurry of activity began on Friday, October 24th, with a video shared across both Meghan Markle’s official Instagram and the As Ever brand account. The video, captioned in her signature calligraphy, featured lit, tapered candles and the simple yet intriguing message: “Save the date, October 28th.” This was swiftly followed by another clip showcasing what appeared to be the Duchess herself gracefully smearing her highly coveted jam, unequivocally linking the announcement to one of her brand’s star products.
Further building anticipation, a reel shared on Thursday, October 26th, depicted Meghan walking through a sun-dappled orchard. Overlayed in elegant white calligraphy were the words “As Ever…” and another reiteration of the “save the date, October 28th.” These hints have set the stage for what many believe will be either a new flavor of jam, a significant restock of existing favorites, or perhaps a new product line within the food category that complements the existing offerings.
From The Tig to As Ever: Meghan’s Lifestyle Journey
Meghan Markle’s foray into the lifestyle space is not a new endeavor. Her current brand, As Ever, is a natural evolution of her long-standing passion for thoughtful living, a journey that began with her popular blog, The Tig. Launched on April 2nd, following an announcement in February, As Ever quickly established itself as an extension of Meghan’s personal philosophy.
As Meghan herself shared via Instagram upon its launch, “‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’ . If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me.” She further described this new chapter as her “love language,” beautifully weaving together everything she cherishes, including food, gardening, entertaining, and finding joy in the everyday.
The brand’s official website went live concurrently with the premiere of her Netflix series, With Love, Meghan. The site articulated the brand’s essence, stating, “As Ever is more than a brand — it’s a love language. Created by Meghan, Duchess of Sussex, As Ever welcomes you to a collection of products, each inspired by her long-lasting love of cooking, entertaining, and hostessing with ease.”
Rapid Success and Coveted Products
The initial launch of As Ever in April saw immediate and overwhelming success. The entire product line sold out in under an hour, with her wildflower honey, in particular, vanishing in less than five minutes. This demonstrated a significant appetite among consumers for Meghan’s curated collection of home and entertaining essentials.
The brand’s initial offerings include:
- Raspberry Jam
- Wildflower Honey with Honeycomb
- Crepe Mix
- Flower Sprinkles
- Shortbread Cookies
A press release from April underscored the brand’s mission, describing the product line as “a glimpse into Meghan’s approach to elevated, everyday living and is inspired by her long-lasting love of cooking, entertaining, and hostessing with ease.” All products were made available for purchase across all 50 states via the As Ever website.
Celebrity Endorsements and Fan Fascination
A key strategy in generating early buzz for As Ever, particularly for its popular jam, involved sending out exclusive early releases to influential figures. Among the lucky recipients were **Kris Jenner** and **Mindy Kaling**. This approach not only garnered widespread attention but also sparked an interesting conversation about exclusivity and fan connection.
During an appearance related to As Ever, **Mindy Kaling** openly shared her experience of receiving jar number 19 of 50. Her candid reaction, wondering about the “hierarchy” of recipients and if a lower number made her “more special,” resonated deeply with fans. This moment, as documented by Yahoo Entertainment, highlighted the brand’s ability to create a sense of personal connection and playful intrigue, characteristics often missing in mass-market brands.
Navigating the Path Forward: Team Changes Amidst Brand Growth
The recent product tease arrives at a time when Meghan Markle’s professional team has seen some changes. Most notably, her 10th Head of Communications, Emily Robinson, recently departed. Robinson, who joined Meghan’s team in June after a tenure in publicity for Netflix, oversaw project-based work for the successful season of With Love, Meghan. A spokesperson for Meghan, 44, confirmed Robinson’s departure, stating she “did an excellent job and completed these projects with great success.”
Both Yahoo Entertainment, citing The Times of London and People, reported that Robinson left of her own volition. Additionally, two of Meghan’s previous communications professionals have transitioned into non-publicity roles for both Meghan and her husband, Prince Harry. Despite these internal shifts, the consistent rollout of engaging content and new product teasers indicates that As Ever remains firmly focused on its trajectory of growth and connection with its devoted audience.
The Enduring Appeal of As Ever
As October 28th approaches, the anticipation for As Ever’s next reveal is palpable. The brand has successfully carved out a niche by offering not just products, but a lifestyle ethos centered around warmth, authenticity, and everyday joy—qualities that resonate deeply with Meghan Markle’s public persona. Whether it’s a new jam flavor, a restock of best-sellers, or an entirely fresh offering, fans are ready to embrace the next chapter of As Ever, a brand that continues to embody the Duchess’s passion for living beautifully.
