Meghan Markle has made a rare social media move—hitting “follow” on a particular Instagram page. The Duchess, 43, officially launched her new Instagram account, @meghan, on January 1 but wasn’t following anyone until February 19, when she followed @aseverofficial—the handle for her newly announced lifestyle brand, As Ever.
Interestingly, the As Ever account doesn’t follow her back and currently follows no one, as reported by PEOPLE. The brand’s page, created in January 2024 and verified in March, quickly amassed 644,500 followers within a day of its announcement.
After years away from social media, Meghan made her Instagram return on January 1 with a video of herself writing “2025” in the sand, filmed by Prince Harry near their Montecito home.
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Since then, her @meghan account has gained 1.9 million followers, serving as a platform for both personal and professional updates.
Meghan shared her first Instagram Stories during the Invictus Games Vancouver-Whistler, where she joined Prince Harry for the tournament’s opening days. She used the platform to post photos and behind-the-scenes videos of various sports and events, marking her active return to social media.
On February 18, Meghan posted a selfie video on Instagram announcing that her lifestyle brand, formerly American Riviera Orchard, had been renamed As Ever.
“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,” said the Duchess of Sussex, referring to With Love, Meghan, which premieres on Netflix on March 4.
“And also my business, which I think there has been a lot of curiosity about,” she continued. “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. 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.”
Meghan said that As Ever “essentially means ‘as it’s always been’ “ and connected it to her former lifestyle blog The Tig, which she ran as a passion project 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,” she explained. “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.”
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“Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam,” she said, nodding to the first product from her lifestyle company that she sent to friends last year. “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!”
Around the same time as Meghan’s Instagram announcement, a website for As Ever went live. The landing page features a new photo of Meghan running with her 3-year-old daughter, Princess Lilibet, in a grassy field. The site’s logo includes a crest with two hummingbirds flying toward a palm tree above the text As Ever.
“Save your seat at the table,” reads a message below, with a link to sign up for emails.
Later in the day, an Instagram page debuted for the As Ever venture and a first post was shared to the profile.
“You’re warmly invited: As ever, coming Spring 2025,” read the caption of the snap.
A new image on the As Ever website shows Meghan drizzling honey onto a croissant at an outdoor table, with her beagle, Momma Mia, by her side and what appears to be a jar of her now-famous jam.
The As Ever Instagram avatar features the brand’s crest, which includes a palm tree—a nod to Santa Barbara, where Meghan and Prince Harry live with their children, Prince Archie, 5, and Princess Lilibet, 3.
Hummingbirds, featured in the As Ever logo, hold special significance for Prince Harry, as referenced in his 2023 memoir, Spare.
In the book’s closing, he reflects on a hummingbird sighting at their Montecito home, questioning whether it symbolized a temporary stop or a permanent destination.
