Meghan Markle Offers a Glimpse Into Upcoming Valentine’s Day Plans
Meghan Markle has already set the tone for Valentine’s Day. Her lifestyle brand, As Ever, is at the center of the special day meant to celebrate romance, ritual, and togetherness. Despite the holiday being weeks away, the Duchess has already started to tease what appears to be a carefully thought-out rollout tied to love, gifting, and slow mornings at home. It is very telling of the fact that this year, her Valentine’s Day plans are as much about storytelling as they are about warmth.
On January 27, Markle’s As Ever brand announced its first-ever launch of the “Valentine’s Day Collection” on Instagram. The post featured strawberry- and raspberry-flavored fruit spreads and announced they were now available. The video also showcased a pair of hands undoing a box tied with a red ribbon. The caption said, “Thoughtfully made for sharing, gifting, and slow mornings at home with loved ones.” It directly put the launch at the center of Markle’s broader Valentine’s Day narrative rather than a standalone product release.
The holiday theme of the Duchess’s As Ever product launch was similar to a more personal tradition she had earlier shared with the viewers. Last year on Valentine’s Day, she had shared a sweet glimpse of a celebratory breakfast with her kids, Prince Archie and Princess Lilibet. The song “L-O-V-E” by Nat King Cole played in the background as Markle sliced strawberries into heart shapes and laid them on a red bagel with pink spread in the video, along with red and pink decorations all around. She had to spend the special day of love apart from Prince Harry, as he was in Canada for the Invictus Games’ first winter edition. She still marked the day with a grayscale image of the couple locking lips, as she wrote, “Back home and taking care of our babies.”
The launch on Valentine’s also ties back to the origins of Markle’s lifestyle venture. Before officially introducing As Ever, she had sent out jars of limited-edition strawberry jam under the American Riviera Orchard name to well-known celebrities like Kris Jenner, Mindy Kaling, and Chrissy Teigen in 2024. Along with this, she had also shared videos of making fruit spreads by herself in the kitchen and described the activity as the start of her lifestyle brand “adventure,” laying emphasis on hands-on creation and personal involvement.
Markle’s supporters already had a hunch that she would be announcing something major for Valentine’s Day. On January 26, As Ever's official instagram handle shared 8 pictures with a video of her hand lifting a strawberry from a silver platter alongside the brand’s signature jam, croissant, and white roses at the center. The video then depicted the strawberry returning with a bite missing. The caption said, “Tomorrow, we revisit something sweet. One flavor worth the wait. Another worth returning for. Sign up so you don’t miss it.” The carousel also featured a black-and-white image of Meghan laughing with a bunch of balloons. It had a gold “press for jam” button along with a spread of chocolate, berries, red roses, and bubbly. The slide also contained the timing, “Tue, 27 Jan, 09:00 PT,” highlighting how this moment was carefully strategised.