It has been more than 300 days since Meghan, Duchess of Sussex, launched her As Ever lifestyle brand. The journey since has felt both fleeting and interminable, marked by a confusing identity, a troubled launch, and the fundamental question of whether a brand built on a royal connection can find lasting commercial success.
A Pop-Up in California and a Branding Enigma
Last November, the As Ever range received a rare physical showcase at the Godmothers store in Summerland, California, a short drive from the Sussexes' Montecito home. Shoppers buzzed with recognition, crowding around displays of jam, scented candles, teas, and the now-signature flower sprinkles. The presentation was undeniably stylish, evoking a blend of country house elegance and modern boutique. Yet, despite the initial excitement, an observer noted that purchases were scarce.
The core problem remains: what is As Ever truly about? Even after nine months, the brand's purpose is elusive. Following a launch hampered by copyright issues, the product line seems a disparate collection of items—jams, marmalades, candles, wines, baking mixes—united perhaps only by their relatively low production cost and their typical placement in tourist gift shops. The website promises "more coming soon," a statement that feels more ominous than enticing.
The Commercial Reality: Sales, Strategy, and Scrutiny
As Ever initially celebrated products selling out, but provided no concrete sales figures. The critical question of scale—whether 200 or 200,000 bottles of wine were sold—remains unanswered. This opacity exists against a challenging US retail backdrop where, in 2024, online shopping still only accounts for 16% of retail revenue, with most purchases happening in physical stores. Furthermore, inflation and economic caution have made consumers highly price-sensitive, casting doubt on the demand for a £22 jar of "limited edition" honey or a $64 candle.
The brand has leveraged significant promotional power, notably through two series of Meghan's Netflix show, With Love, Meghan, and a Christmas special. However, the content has faced criticism for perceived inauthenticity. Advice on hospitality and "elevated gestures of care" from a figure publicly estranged from both her husband's and much of her own family struck many as hollow. In today's media landscape, audiences increasingly demand genuine connection over curated perfection.
Flower Sprinkles and Fierce Competition
As Ever's marketing leans heavily on a aesthetic of elevation, encouraging customers to use its products to transform the mundane. This often involves the prolific use of flower sprinkles, scattered on everything from lattes to cheeseboards. Influencers have been enlisted to promote this vision, yet some suggestions, like using £68 sparkling wine to make a mimosa with the brand's marmalade, seem detached from reality.
The brand faces an immense challenge in a saturated market. It must compete with established celebrity empires like Gwyneth Paltrow's Goop, Rihanna's Fenty, and the Kardashians' ventures, all of which boast distinct identities and deep audience loyalty. New entrants, from Jennifer Aniston's haircare to Drew Barrymore's homeware, continue to raise the bar. Compared to these, As Ever's identity is fuzzy, its connection to consumers largely mediated by the fading glow of a royal title rather than a compelling product story.
The future is uncertain. Can As Ever endure, or will it fade once the novelty of its royal provenance wears thin? With the public appetite for Netflix-driven promotion likely limited, the brand must quickly define itself beyond the Duchess's name and a shower of flower petals. The next year will be a decisive test of whether As Ever has built a sustainable business or merely curated a fleeting moment.
