The Duchess of Sussex has expressed pride in her lifestyle brand As Ever as it launches its Holiday Collection, which includes a luxury wicker hamper priced at £195. In a video montage shared on Instagram, Meghan said: "I pinch myself looking at how this brand has grown."
New holiday items and prices
Following the reveal of her £112 luxury advent calendar last week, Meghan introduced three limited-edition baskets: the Pantry Basket at £195, a Parlour Basket for £182, and a Hostess Basket for £159. Each basket contains a different selection of As Ever essentials, with the priciest option featuring a trio of jams, two honey pots, flower sprinkles, three herbal teas, a hot toddy mulling spice kit and a spiced cider version.
Additional items include a Treasures of the Orchard chocolate covered fruit gift box for £56.
Personal footage and reflections
The montage included previously released material from 2025 showing Princess Lilibet helping with jam-making and remarking in an American accent: "I think it's beautiful." The Duke of Sussex appears in one photograph wearing shorts and a T-shirt, with his hands on his hips and grinning, while Meghan kneels to examine an As Ever hamper. Clips from 2018, posted by her makeup artist Daniel Martin, show Meghan eating raspberries from her fingertips, along with early photos and footage of her jam being potted at a production facility, all set to The Cranberries' track Dreams.
Meghan, who relocated to the UK from California in August, reflected on her entrepreneurial beginnings, recalling how she sold homemade scrunchies for one dollar, Girl Scout biscuits, and ran lemonade stalls. "My entrepreneurial spirit was always there," she said.
Gratitude to team and fans
Referring to the Instagram profile @thetiglets and her former lifestyle website The Tig, she added: "As I shared years ago on The Tig (PS, love you ladies @thetiglets): 'Behind every successful woman is herself' – and that's true... but there's more: a community of love, a squad of support, an amazing team.
"As I pinch myself looking at how this brand has grown, and as we introduce our holiday collection, I feel very proud, and grateful. A huge thanks to my team at @aseverofficial". She concluded: "So proud of what we are creating together. Thanks for helping bring this vision to life."
