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Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →Scan for outdated or missing drivers - takes under a minuteDriver Scan →When Meghan Markle announced the name As Ever in February 2025, the new brand website featured an outdoor photograph of her walking through a grassy field with a young girl identified in contemporaneous news reports as her daughter, Princess Lilibet. The image was described as rare, but ABC News Australia reported that the child’s face was obscured, so it was not a clear facial portrait.
What the As Ever website photo showed
The photograph appeared as part of the brand’s February 17, 2025 rebrand reveal. The Associated Press reported on the announcement the following day; ABC News Australia and Sky also covered the image. Their descriptions placed Meghan and the child outdoors, in a grassy setting. The coverage identified the girl as Lilibet, rather than presenting the photograph as a clearly revealing portrait.
Calling it Lilibet’s “debut” can imply that she had never appeared publicly before. The contemporary coverage instead described a rare image or appearance. “Rare photo” is the more precise description supported by those reports.
Why Meghan renamed the brand As Ever
As Ever replaced American Riviera Orchard, the name Meghan had previously used for her lifestyle venture. In her announcement, she said she had secured the As Ever name in 2022 and explained that “American Riviera” felt too tied to a particular place for a brand whose products might not be made or grown there. The Associated Press reported her explanation that As Ever essentially means “as it’s always been.”
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Meghan connected the brand to interests she had shared through her former lifestyle site, The Tig. In the announcement video, as quoted by the Associated Press, she said: “As Ever essentially means as it’s always been and if you 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.”
What As Ever sells
Meghan said fruit preserves would be among the offerings, joking, “jam is my jam.” The current As Ever press kit describes a premium lifestyle brand and lists pantry goods, honeys and spreads, teas, candles and wine. It says the brand is available exclusively through AsEver.com in all 50 U.S. states. Those categories describe the current official site, not necessarily the exact inventory available at the February 2025 announcement.
Rank #2
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Netflix’s connection to the announcement
The Associated Press and ABC News Australia reported Netflix as a business partner in connection with the venture. Meghan’s lifestyle series provided context for the brand, but the website image itself was part of the As Ever name reveal.
Quick Recap
Best Value
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Rank #4
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Rank #3
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