Is Meghan Markle's $28 jam worth the hype?

After a year of anticipation, a Netflix series, and a major brand refresh, Meghan, Duchess of Sussex, finally launched her new lifestyle brand, As Ever, on 2 April — and it sold out in less than an hour.

The debut collection features a curated selection of kitchen essentials, including raspberry jam, crepe mix, shortbread cookie mix, decorative flower sprinkles, a variety of herbal teas, and a limited-edition jar of wildflower honey with honeycomb. Products will be available exclusively at AsEver.com starting this spring, with shipping across all 50 US states.

Introduced As Ever as “a lifestyle brand dedicated to beautifully crafted essentials.” Developed in partnership with Netflix, the brand showcases Meghan’s signature design aesthetic, with a collection “infused with joy, love, and a touch of whimsy.”

Each of the eight debut products was personally developed by Meghan over the past year, drawing from her passion for home cooking and entertaining. According to the release, every item is “created with love and care,” aiming to celebrate intentional living and transform everyday moments into lasting memories.

Looking ahead, As Ever plans to expand seasonally, adding more thoughtfully curated pieces that promote a timeless, beautifully simple way of life.