Meghan Markle is reportedly struggling to recruit UK-based staff for her lifestyle brand As Ever, with roles including executive assistant going unfilled. A source told Rob Shuter's Naughty but Nice substack that while the duchess offers "glamorous titles", prospective staff have been put off by rumours about a difficult working environment.
Staff turnover concerns
The insider told Mr Shuter stories circulated within the industry included Meghan "exploding" at staff for not spotting an unlit gas hob in a photo from an As Ever social media campaign. Speculation about Meghan's mistreatment of staff has persisted for years, ignited by the resignation of her personal assistant after just six months in 2018, and Times journalist Valentine Lowe's reports that former staff called themselves the "Sussex Survivors Club".
It is estimated that over 20 people have stepped down from working for the Sussexes over the six years since they left the Firm, including former chief of staff Josh Kettler and Mandana Dayani, who was president of their Archewell venture.
Popularity challenges
If Meghan struggled to retain staff in California, where her sugary, woo-woo brand of wellness and self-improvement is practically the status quo, she could hardly have counted on boosting her prospects in Britain, where cynicism reigns supreme and her overall popularity hit a new low this summer.
Months ahead of the duke and duchess's surprise move back across the Atlantic, YouGov polling saw her net approval rating slip to -43 in the first quarter of 2026, a 22-point drop from the previous three months.
Brand promotion continues
The Duchess of Sussex has continued promotion for her lifestyle brand As Ever since returning to Britain with Prince Harry and their children in late August, including a collaboration announced by a strategic photo-op and a festive rollout. She announced 'chapter one' of her holiday collection this month.
She professed to feeling "very proud" of her staff while launching the brand's Holiday Collection. A post on Instagram read: "As I shared years ago [on former lifestyle blog The Tig]: 'Behind every successful woman is herself' - and that's true... but there's more: a community of love, a squad of support, an amazing team."
"As I pinch myself looking at how this brand has grown, and as we introduce our holiday collection, I feel very proud, and grateful," she added. "A huge thanks to my team at As Ever. So proud of what we are creating together. Thanks for helping bring this vision to life."
But as the duchess is quickly learning, all the glossy Instagram gratitude in the world can't convince a cynical British public - or fill a vacant job posting - if the reality behind the scenes doesn't match the filter.
