This Is Why Meghan Markle’s New Instagram Account Is So Incredibly Symbolic

As you may recall, it was reported last year that Meghan was gearing up for the launch of a lifestyle brand called American Riviera Orchard, but in the Instagram post, she explained that she’d changed the name to As Ever — a reference to her life and success pre-royalty, and a brand name that she’d actually secured way back in 2022. 

Meghan excitedly explained that in addition to her upcoming TV series, With Love, Meghan, she’d teamed up with Netflix for her new business, too. Shutting down the critics who ridiculed her just last year for even wanting to launch a lifestyle brand, Meghan pointed out that she used to run an incredibly popular lifestyle blog called The Tig, which she founded in 2014, but was forced to shut down when she joined the royal family. 

“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always,’” she explained in the post’s caption. “If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday.”

“This is what I do,” Meghan added in the video. “And I haven’t been able to share it with you in the same way for the past few years, but now I can.”