What is 'thoughtful living', as Meghan launches new brand As Ever
Meghan Markle, the Duchess of Sussex, has announced the launch of her new lifestyle brand, As Ever.
The royal took to Instagram to introduce her fans to As Ever, which is a rebrand of Meghan’s previous lifestyle label, American Riviera Orchard. It comes after Meghan’s trademark application for American Riviera Orchard was rejected last summer.
In a video shared on Tuesday 18 February, the duchess wore a loose white linen shirt over blue jeans as she spoke about As Ever for the first time. Her husband, Prince Harry, could be heard off-camera telling her she was being recorded.
"I’m shocked we’ve kept this a secret for so long," she said. "In two weeks, my [Netflix] show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about.
"Last year, I had thought, 'American Riviera, that sounds like such a great name'. It’s my neighbourbood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.
"I’ve been waiting for a moment to share a name that I secured in 2022, and this is the moment, and it’s called As Ever."
In her caption, Meghan said: "'As ever' means 'as it’s always been' or some even say 'in the same way as always'. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me.
"This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish - food, gardening, entertaining, thoughtful living, and finding joy in the everyday.
"I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love…"
Meghan says her brand will encompass "thoughtful living", but what does that actually mean? And how does one do it in practice? We turn to Janice Cowin, senior psychological wellbeing practitioner from Living Well UK, for answers.
What is 'thoughtful living'?
The idea of "thoughtful living" may sound confusing. After all, aren’t we thinking constantly as we live and breathe?
But Cowin explains that this concept is more about "moving through life with greater awareness, intention and care for ourselves, others and the world around us".
"It involves making conscious choices that align with our values rather than simply reacting to external pressures or habits."
She continues: "Thoughtful living isn’t about perfection; rather, it’s about pausing to consider the impact of our actions, whether that’s in how we communicate, consume, or care for our wellbeing.
"In an increasingly fast-paced world, this way of living fosters deeper connections, personal fulfilment and a greater sense of purpose."
There are some areas of life that could really benefit from thoughtful living, including mental health, relationships and sustainability. Cowin goes so far as to say this way of living can be "transformative" in these areas.
"When we take a more intentional approach to self-care, we become better at recognising our needs and setting boundaries, reducing stress and burnout," she tells Yahoo UK.
"In relationships, thoughtful living means being present, actively listening, and engaging with empathy - qualities that strengthen our connections."
In terms of sustainability and our relationship with the planet, thoughtful living can encourage us to be more mindful consumers and to adopt sustainable habits that will benefit us, the Earth, and future generations.
"Essentially, any area where impulsivity or unconscious habits dominate can be improved instantly by bringing in a more thoughtful approach to the table."
What’s stopping us from thoughtful living right now?
The idea of thoughtful living seems to make plenty of sense, given the benefits. So why aren’t most of us living like this right now?
Modern life is one of the biggest barriers, Cowin says. The fast-paced nature of the way we live today stops us from slowing down and thinking about our choices.
"We are often encouraged to prioritise efficiency over reflection, leading to autopilot behaviours that may not serve us well," she explains.
"Digital distractions, social expectations and the pressure to always be 'doing' can make it difficult to slow down and engage more meaningfully with our choices."
If you’re interested in thoughtful living, you can start by reflecting on the areas in your life where you feel rushed or disconnected, Cowin advises.
"Small practices, such as taking a mindful pause before making decisions, questioning whether certain habits align with personal values, or setting aside tech-free time, can create space for greater awareness."
This doesn’t mean you have to change everything about your life - in fact, small changes are a great place to start. "Thoughtful living doesn’t require a complete lifestyle overhaul - it starts with small, intentional steps that bring more clarity and purpose into everyday life."
Read more about mental health:
Four grounding techniques to reduce stress, as The White Lotus’ Aimee Lou Wood opens up on mental health (Yahoo Life UK, 5-min read)
‘Embracing slow living might just be the next revolution’ (Women's Health, 5-min read)
Digital mindfulness could help reduce the effects of technostress at work (The Conversation, 4-min read)
