Few public figures have experienced reinvention quite like Meghan Markle. From Hollywood actress to Duchess of Sussex to media executive and now entrepreneur, her evolution has been meticulously watched—and often scrutinized—by a global audience. But in 2024, Meghan made a notable pivot, one that fused her public platform with personal vision: the launch of American Riviera Orchard and her lifestyle brand’s debut product, the jam line titled As Ever.
While the launch was relatively quiet by royal standards—an Instagram revival, a soft product teaser, and a handful of celebrity PR packages—it marked something more significant. Meghan Markle is not simply reentering the brand world; she is redefining what it means to build an identity beyond royalty. And in doing so, she is modeling a modern entrepreneurial path shaped by authenticity, resilience, and strategy.
The Quiet Power of Reinvention
For Meghan, reinvention is neither cosmetic nor accidental. Having stepped away from the rigid protocols of the British monarchy in 2020, she and Prince Harry faced the unique challenge of preserving relevance outside the institution that defined them. Their move to California symbolized not just physical distance but creative and professional independence.
With As Ever and American Riviera Orchard, Meghan is asserting a new kind of soft power—one that embraces the art of living well, rooted in California sensibility and personal storytelling. The brand aesthetic speaks in soft neutrals, curated minimalism, and elegant craftsmanship. The jam, handmade and small-batch, isn’t just about the product; it’s about cultivating intimacy in an oversaturated digital world. The name As Ever itself carries weight: a nod to continuity, sincerity, and personal touch.
In a market dominated by influencers and celebrity ventures, Meghan’s decision to lead with restraint rather than spectacle is telling. The brand isn’t about Meghan, the duchess—it’s about Meghan, the woman, the creative, and now, the founder.
Branding Without Noise
Perhaps one of the most strategic elements of Meghan’s transition is her rejection of the typical celebrity branding playbook. There are no viral videos, no heavy press circuits, and no flash sales. Instead, she is building American Riviera Orchard with the ethos of controlled narrative and curated mystery. In an era where oversharing often dilutes value, Meghan’s approach is refreshing—and surprisingly effective.
By sending early samples to close friends and tastemakers like Chrissy Teigen and Tracee Ellis Ross, she leveraged a trusted-circle marketing strategy: intimate, personal, and reputation-based. It’s a soft launch that speaks volumes. Consumers aren’t being told to buy; they’re being invited into a lifestyle.
This echoes the practices of luxury heritage brands—think Celine or Diptyque—where scarcity and story build allure. In this way, As Ever isn’t just a jar of jam; it’s a symbol of restraint, refinement, and deliberate growth.
The Business of Authenticity
In recent years, consumers have grown wary of celebrity ventures that feel hollow or opportunistic. Meghan’s challenge was to overcome skepticism—not just of celebrity branding, but of her very public image, often shaped by tabloid headlines rather than personal truths.
By launching a lifestyle brand rooted in her California roots, domestic sensibilities, and artisanal ethos, Meghan is tapping into a space where authenticity and values alignment matter more than star power alone. The focus on craft, home, and slow living reflects a shift in cultural appetite—one that values purpose over polish.
More importantly, Meghan is navigating the complex space of being both a public figure and a private citizen. Her entrepreneurial path isn’t about domination; it’s about ownership—of her narrative, her creative output, and her economic future.
Lessons for Modern Entrepreneurs
Meghan Markle’s journey offers compelling takeaways for any modern entrepreneur:
- Reputation is a long game. Meghan didn’t rush this brand. After years of silence, lawsuits, and documentary deals, she waited until the timing—and the story—felt right.
- Purpose must precede product. As Ever isn’t just jam—it’s a statement about how she sees the world. That clarity of purpose is what differentiates brands that last from those that fade.
- Curated is stronger than crowded. In an age of content overload, Meghan’s minimalist messaging cuts through the noise. By saying less, she makes every reveal feel more intentional.
You can redefine yourself—gracefully. Leaving behind a royal title and the global scrutiny attached to it is no small feat. But Meghan has shown that reinvention, when guided by integrity and creativity, can be both powerful and freeing.
A New Chapter, Authored Her Way
With As Ever and American Riviera Orchard, Meghan Markle is doing something we rarely allow public women to do: quietly succeed on their own terms. She’s no longer performing royalty, nor merely reacting to criticism—she’s building something, measured and meaningful, from the ground up.
Whether As Ever expands into homeware, hospitality, or culinary content remains to be seen. But one thing is clear: Meghan Markle’s entrepreneurial chapter is not about reclaiming spotlight—it’s about owning the narrative behind the scenes.
And in today’s landscape, that may be the most powerful form of leadership there is.
