Meghan Markle unveiled a vision board for her revamped lifestyle label, “As Ever”, hinting at a return to making jam.
The Duchess of Sussex, 43, shared the image on Instagram Thursday night, where sharp-eyed followers would have noticed three labels marked “Raspberry Spread,” suggesting she is reviving her venture into condiments.
This comes after her previous brand, American Riviera Orchard, was quietly scrapped without selling a single jar, following trademark disputes over the name.
“From memory lane to the memories I’m making today…” Meghan captioned the post.
The mood board also contains family photos and what appears to be children’s artwork, inspirational quotes and lacy table linens. It also makes reference to “farm fresh eggs,” which feels particularly aspirational in the current economy.
Meghan introduced As Ever to her followers in an Instagram earlier this month, describing the newly named product range as one that “I created and have poured my heart into.”
She explained the name’s meaning, stating, “‘As ever’ means ‘as it’s always been,’ or as some say, ‘in the same way as always.’”
“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,” Meghan said, referring to her former lifestyle blog. “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.”
Branding experts were skeptical about the move, however. Consumer marketing expert Warren Johnson of W Communications previously told the Daily Beast that the last-minute name change signaled “inauthenticity,” adding, “You wouldn’t catch Kim Kardashian doing this.”
Another marketing expert said, “There are only so many relaunches you can do before you start to look ridiculous.”
Meghan’s As Ever brand is set to launch officially in the coming months. Her Netflix lifestyle show, With Love, Meghan, meanwhile, premieres on March 4.
