Meghan, Duchess of Sussex, has opened the next chapter of As ever’s holiday season, and the collection is leaning firmly into luxury gifting.
The brand’s holiday push now includes the previously announced $148 Advent Calendar alongside a wider range of gift sets, candles, tea-focused bundles and other seasonal offerings. For shoppers watching the prices, several of the current sets land well into three figures.
The prices definitely caught our attention
As ever’s official shop currently lists The Signature Scent Collection at $256, The Heritage Library Set at $174, The 2026 As ever Holiday Advent Calendar at $148, The Golden Hour Set at $137, and The Evening Ritual at $110. A smaller tea-and-reading bundle, The Pause and Pour Set, is listed at $48.
That puts much of the holiday collection squarely in premium gift territory rather than casual stocking-stuffer territory.
The $148 Advent Calendar remains a centerpiece
The 2026 As ever Holiday Advent Calendar, created with Los Angeles chocolatier Compartés, remains one of the most talked-about pieces in the collection at $148.
The calendar contains 24 chocolates and was designed with imagery inspired by Meghan and Prince Harry’s Montecito home and gardens. It also features handwritten-style numbers recreated in edible gold.
Meghan is tying the launch to her personal story
Meghan also marked the holiday launch with a new Instagram reel that looks back at her entrepreneurial streak, mixing childhood memories with current As ever imagery and family moments.
The new video gives the launch a more personal feel than a standard product drop. It connects the brand to Meghan’s own story of selling scrunchies and Girl Scout cookies as a child, then brings the timeline forward to As ever’s present-day growth.
Luxury gift or holiday splurge?
As ever still sells lower-priced individual products, including fruit spreads and flower sprinkles, but the holiday bundles make the brand’s premium positioning especially clear.
A $256 fragrance collection or $174 gift set will not be an impulse purchase for many shoppers. That may be exactly the point. The presentation, bundling and holiday storytelling are designed to turn familiar As ever products into more substantial gifts.
And because the holiday rollout is being presented in chapters, there may still be more to come.
What do you think?
Would you spend more than $150 on an As ever holiday gift set, or is that beyond your Christmas gifting budget? Join the conversation below.
Sources: As ever Gifts & Sets; PEOPLE.
