Inside Meghan Markle's plans to grow As Ever into a home and hospitality brand

Meghan Markle’s lifestyle brand As Ever is already cooking up more than just jam.

The Duchess of Sussex, 43, opened up about her business journey in a new interview with Inc. following the April 2 launch of her debut products — a curated line of raspberry spreads, wildflower honey, teas, and edible flower sprinkles — which sold out in under an hour.

“I hope people see that reflected in whatever it is that I’m creating and putting out there,” Meghan told the outlet. “It’s just an extension of me.”

While the initial drop focused on culinary items, As Ever is planning to expand into home and hospitality goods, with new seasonal collections on the horizon. 

And fans think Meghan may have already teased a future release — a white planter with the As Ever hummingbird and palm tree logo spotted in her April 1 Instagram reel.

An insider confirmed that the emblem — two hummingbirds flanking a palm — was "intentionally designed to create a unique and personal symbol," tying in Prince Harry’s favourite bird.

The brand, launched in partnership with Netflix’s Consumer Products division, found momentum after Meghan met with Netflix VP Josh Simon. She revealed she had been working on “a very different business plan” before the collab came together.

“The reach from Netflix, coupled with my vision for the brand, felt like it was going to be a really perfect match,” Meghan said, even citing Bridgerton as an example of how Netflix has helped brands evolve.

Many As Ever products were featured on Meghan’s With Love, Meghan series, which premiered on March 4 and offered a peek into her hosting rituals and personal style.

Speaking to PEOPLE recently, Meghan reflected on the bumpy road behind building the brand: “There are tons of twists and turns — even with the name,” she said. “I was figuring it out in real time.”

Despite the learning curve, she’s embracing the experience with gratitude: “I appreciate everyone who gave me the grace to make mistakes and figure it out — and also to be forgiving with myself through that.”

What's included in Meghan's first As Ever drop?

As Ever's debut collection includes everything from raspberry jam and wildflower honey to crepe mix and flower sprinkles — all wrapped in Meghan’s signature Montecito-chic aesthetic.

Here’s a peek at the price tags: Raspberry spread (with keepsake packaging): $14; Wildflower honey with honeycomb: $28; Flower sprinkles: $15.

The brand’s focus is “elevated, everyday living” — think hostessing, cooking, and cozy-chic vibes for the curated kitchen shelf.

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