Meghan Markle, The Duchess of Sussex announced she will be launching her new, renamed lifestyle brand, with the news coming ahead of the debut of Markle’s new Netflix series With Love, Meghan, which premieres on March 4. The former actress previously delayed the show’s premiere amid the Los Angeles wildfires in January.

Markle, 43, revealed the news on Instagram that her new business has been rebranded ‘As Ever,’ writing: “I will keep sharing behind the scenes tidbits with you here as we ramp up to launch. And I can’t wait for you to get your hands on everything we’ve been creating.” The name is in reference to Markle’s former lifestyle blog, The Tig, which was shut down ahead of her marriage to Prince Harry in 2018.

The Duchess shared more details in an Instagram video: “Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,  So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called ‘As Ever,’ which essentially means as it’s always been. And 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, and I haven’t been able to share it with you in the same way for the past few years but now I can. Of course there will be fruit preserves. I think that we’re all clear at this point that jam is my jam, but there’s so many more products that I just love that I use in my home and now it’s time to share it with you, so I can’t wait for you to see it.”

The ‘As Ever’ brand website features a photo of Markle with her daughter, Princess Lilibet, running across an expanse of green grass, with the ocean seen in the background.

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