Meghan Markle Reveals As Ever's First Launch Since Netflix Split
Meghan Markle has announced the inaugural product launch for her lifestyle brand, As Ever, following its recent separation from Netflix. The Duchess of Sussex, 44, shared the news in an Instagram post that prominently featured her four-year-old daughter, Lilibet, holding a white gardenia flower.
Instagram Announcement and Floral Collaboration Details
In a series of posts, Meghan unveiled a partnership with luxury floral delivery and gifting brand Highcamp Gardenias. She captioned a close-up photo of Lilibet with the words, 'Something is blooming. A new collaboration with @highcampgardenias arrives tomorrow.' The launch is scheduled for Wednesday, March 18, at 9pm PT, which translates to 5am the following day in the UK.
Additional images included Meghan wearing a flowy white dress while holding a vase of gardenias that obscured her face, as well as snaps from the brand's Instagram Stories showing jars of honey arranged alongside glass vases filled with gardenias. This marks As Ever's first product announcement since the brand parted ways with Netflix earlier this month.
Background on the Netflix Partnership and Its End
The collaboration with Netflix was initially announced a year ago when the streaming giant commissioned a new season of Meghan's cookery and hosting show, With Love, Meghan. The deal granted Netflix a stake in As Ever, leading to the launch of products such as jam, rosé, and flower sprinkles. Commenting on the termination of the partnership, an As Ever spokesperson stated, 'We have experienced meaningful and rapid growth and As ever is now ready to stand on its own.'
A statement from Netflix read, 'Meghan's passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As ever brand, and we are glad to have played a role in bringing that vision to life. As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently.'
Variety Report on Sussexes' Netflix Deal Tensions
On the same day as Meghan's announcement, Hollywood publication Variety published a detailed feature alleging significant strains in the Sussexes' $45 million deal with Netflix. Citing numerous insiders, the report described the partnership as 'far from a fairytale' and claimed that Netflix executives were exhausted by the couple's repeated retelling of their royal exit story.
The magazine suggested that the partnership might continue to taper off, potentially ending Meghan and Harry's remaining showbusiness lifeline. It quoted a source saying, 'The mood in the building is "We're done."' Allegations included poor communication from Archewell Productions, lacklustre ratings for their shows, and claims that Netflix chief Ted Sarandos was 'fed up with the pair'—though both Netflix and the Sussexes' lawyer, Michael J Kump, strongly denied these assertions.
Kump described the claims as 'blatantly false', noting that Meghan regularly communicates with Sarandos and has visited his home without lawyers present. The report also highlighted Netflix's alleged annoyance over Harry's Oprah Winfrey interview and memoir Spare, which were said to have impacted their Netflix documentary. A spokesman for the Sussexes insisted they co-operated fully with Netflix throughout the partnership.
Family Insights and Spring Preparations
Prior to the collaboration tease, Meghan shared Instagram Stories offering a glimpse into her family's spring activities in Montecito, California. These included rare footage of Lilibet chasing chickens and snippets of the toddler's flowing red hair. In one video, Meghan prepared a floral arrangement while Prince Harry praised her efforts, calling it 'beautiful' and referring to her as a 'babe'.
Other clips showed Meghan picking wisteria and the family's chickens roaming freely. The Duchess also revealed she is currently reading a poetry book about motherhood titled The Bloom Because of You by New Zealand-based author Jessica Urlichs, adding a personal touch to her lifestyle brand's narrative.
