Remember how the Duchess of Sussex’s business began with a jar of homemade fruit spread? Now it’s grown into a collection designed to bring a little pleasure to everyday life. That’s the story behind As Ever, Meghan’s lifestyle brand, which has taken another step forward with the launch of Chapter Two of its 2026 holiday collection.
When As Ever first opened for business in April 2025, its offering was small and focused: raspberry spread, honey, herbal teas, baking mixes and edible flower sprinkles. These were products rooted in Meghan’s longstanding love of cooking and entertaining. The idea wasn’t to reinvent the kitchen, but to make familiar things feel special.
In an interview with Inc. magazine, Meghan described a business that began at the kitchen table and grew from her own interests. The first collection contained eight products, with prices starting at $12. That was a sensible way to begin: a clear idea, a limited range and room to grow.
It was also a continuation of something Meghan had been doing for years. Long before As Ever, there was The Tig, her lifestyle blog about food, travel, fashion and the small pleasures that make life interesting. As Ever isn’t a sudden reinvention. It’s a return to familiar ground, with products people can buy and use themselves.
The early response was strong, with the first collection selling out quickly. Of course, a sell-out doesn’t automatically guarantee long-term success. A business needs to keep its customers interested, deliver good products and grow without losing what made people curious in the first place. But Meghan has shown that she understands the importance of building a recognisable identity.
As the team and range have grown, so has the brand’s reach. Wine later arrived in 2025, followed by more pantry products, candles, gift sets and seasonal collections. The As Ever website now presents a much wider world: food, fragrance, gifts and homeware, all tied together by the same gentle, welcoming style.
Now comes the second chapter of the 2026 holiday collection. Launched on 22 October, it moves further into the home, with porcelain teaware, embroidered linens, woven table accessories, room fragrances and a new collaboration with Los Angeles chocolatier Compartés. There’s even a raspberry-spread-inspired squeaky toy for the family dog, a playful reminder that a lifestyle brand needn’t take itself too seriously.
The expansion is interesting because it shows how a small collection of pantry staples can become a larger business without abandoning its original idea. The products are still about hosting, sharing, giving and making ordinary moments feel considered. A jar of spread can become a gift; a cup of tea can become a ritual; a table setting can help make a gathering feel special.
That sense of care is central to As Ever’s appeal. It’s not simply selling things. It’s selling a mood and a way of thinking about home life, something Meghan has long explored through her writing and television work.
There’s also a point worth making about price. The original pantry range was relatively accessible for a premium food gift, with teas around $14 and fruit spread around $12. The newer homeware collection is a different proposition, with some pieces priced firmly in the luxury market. A $398 tablecloth will not be within everyone’s budget.
But quality and price deserve more thought than a quick comparison of numbers. Cheap products can carry hidden human costs when businesses squeeze workers or suppliers to the limit. Equally, a higher price doesn’t prove that workers have been treated fairly, and I don’t know about As Ever’s supply chain or all the manufacturing and labour standards. What is clear is that Meghan has built a brand around curated products rather than competing to be the cheapest option on the shelf.
As Ever still has challenges ahead. Expanding into homeware and fragrance means entering crowded markets, and the long-term test will be whether customers keep coming back. But it’s fair to recognise what Meghan has achieved so far. She’s taken interests she has shared for years and developed them into a growing commercial venture with a clear identity. She’s moved from pantry staples to a broader range of gifts and home products, while keeping the original theme of finding joy in everyday life.
Entrepreneurship is rarely a straight line. It takes imagination, persistence, a willingness to learn and the confidence to keep building while others watch and comment. Meghan has the added challenge of a hostile British media, seeking to sabotage her at every turn.
From a jar of raspberry spread to a whole holiday table As Ever keeps growing. And Meghan, by the looks of it, is enjoying the journey.