Meghan Markle is growing her fanbase on the Instagram account she unveiled at the start of the year.
As of Feb. 20, the Duchess of Sussex, 43, had amassed two million followers on her personal Instagram account, @meghan. Meghan debuted the page on Jan. 1 with a video of herself running on the beach to write “2025” in the sand in footage filmed by Prince Harry, and she has used the profile to share a mix of personal and professional updates.
The Duchess of Sussex’s following has steadily climbed on her Instagram account in the seven weeks since the page’s launch, seemingly getting a boost after she shared her brand name change news. On Feb. 18, Meghan posted a selfie-style video shot in a sunny garden (with a quick cameo by Prince Harry) to explain that she had changed the name of her budding lifestyle brand from American Riviera Orchard to As Ever.
The Duchess of Sussex soft-launched American Riviera Orchard in March 2024 with a coordinating Instagram page and website, then sent jam to several friends featuring the logo.
Meghan, Duchess of Sussex/Instagram
“The cat’s out of the bag! I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for,” Meghan said in the Feb. 18 video, referring to her series With Love, Meghan, premiering on Netflix on March 4. “And also my business, which I think there has been a lot of curiosity about.”
“Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area. Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,” she said. “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.”
The Duchess of Sussex defined As Ever as meaning “as it’s always been” and linked it to her former lifestyle blog The Tig, the “little engine that could” that she ran from 2014 to 2017.
“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,” Meghan said. “And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.”
“Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam,” she joked. “But there are so many more products that I just love, that I use in my home, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks, guys!”
Courtesy of As Ever
Around the same time, a website for As Ever went live online featuring a picture of the Duchess of Sussex running in a field with her daughter, Princess Lilibet, 3.
“As Ever,” the landing page said in the script below a meaningful logo with a palm tree and hummingbirds. “Save your seat at the table,” the text read below, with an email signup.
Later in the day, Meghan introduced a new Instagram account titled @aseverofficial in collaboration with her personal page.
“You’re warmly invited: As ever, coming Spring 2025,” read the caption of As Ever’s first Instagram snap.
The photo showed Meghan drizzling honey on a croissant on an outdoor table with what looked like her signature jam beside the plate and a family beagle at her hip.
As Ever/Instagram
Can’t get enough of PEOPLE’s Royals coverage? Sign up for our free Royals newsletter to get the latest updates on Kate Middleton, Meghan Markle and more!
As Ever’s Instagram bio reads that the account is “by @meghan” and “Established 2025.”
So far, Meghan’s personal account and the As Ever profile each only follow one account: each other.
Read the full article here
