It has been more than 300 days since Meghan, Duchess of Sussex, launched her As Ever lifestyle brand. The venture, which trades on her royal title and global fame, has navigated a turbulent first year marked by copyright issues, a confused identity, and questions about its long-term viability in a crowded celebrity marketplace.
A Pop-Up Experience in California
Last November, the brand held a pop-up at the Godmothers store in Summerland, California, a short drive from the Sussexes' Montecito home. Shoppers were initially excited to see the range, which is typically only available online. The display featured jams, marmalade gift sets, scented candles, teas, and tins of flower sprinkles, all presented with gold velvet ribbons on silver salvers. Despite the buzz, the journalist noted being the only customer making a purchase at the time.
The core challenge for As Ever remains its ambiguous identity. Even after nine months, the brand's purpose is unclear. Its product line is an eclectic mix of jams, marmalade, teabags, candles, honey, chocolate, flower sprinkles, baking mixes, and wine. The website promises "more coming soon," but the lack of a cohesive theme makes the brand difficult to define beyond its royal connection.
Marketing, Pricing, and Audience Disconnect
The brand's digital marketing relies on soft jazz, sunny visuals, and influencers to promote a message of "thoughtful, small moments." Products like a £22 jar of "limited edition" wildflower honey or a $64 candle are positioned as tools to "elevate" everyday experiences. However, this conflicts with a current consumer trend towards authenticity and value, especially in a US market where inflation has made shoppers more price-sensitive.
Sales tactics have shifted. During the last festive season, As Ever offered free shipping and a free jar of marmalade with every order, hinting at potential market jitters as the initial novelty faded. The brand also benefited from promotional appearances in two series of Meghan's Netflix show, With Love, Meghan, including a Christmas special. Yet, the show's heavily staged nature—filmed in a kitchen that wasn't hers, with friends she'd just met—drew criticism for being inauthentic.
The Stiff Competition in Celebrity Commerce
Meghan is not the first royal to leverage her status for commercial gain, but she is entering an arena dominated by established celebrity moguls. Successful figures like Gwyneth Paltrow with Goop, Rihanna, and the Kardashians have built distinct brands with deep audience connections. New entrants like Jennifer Aniston's LolaVie and Drew Barrymore's Beautiful are also gaining traction.
In contrast, As Ever's products have been criticised for their quality and bizarre usage suggestions. Online advocates have proposed using the raspberry jam in a martini or making a vinaigrette with the marmalade. The much-promoted flower sprinkles are scattered over everything from lattes to cheeseboards, with one critic noting the effect looked like a "bug zapper was emptied on top."
Perhaps the most significant hurdle is the perceived hypocrisy. The brand's core message of "elevated gestures of care" and fostering traditions rings hollow to some, given Meghan's very public estrangement from both her own and her husband's family. This disconnect challenges the authenticity modern consumers crave.
As Ever's future is uncertain. With no new Netflix series confirmed to boost sales, and a public possibly weary of the curated narrative, the brand must find a clearer identity and a genuine connection with its audience. The question remains: can a brand built on royal cachet and sprinkled flowers survive in a market demanding substance? Only time will tell if As Ever can last beyond the next Christmas season.
