The Duchess of Sussex, Meghan Markle, is riding high on another business success this week, but a branding expert has issued a stark warning that her triumph could be short-lived without significant changes.
Success and Confusion for As Ever
Meghan's lifestyle brand, As Ever, launched two new products that sold out rapidly. The items were a £13 bookmark and a £47 bundle featuring the bookmark alongside honey and peppermint tea. This follows a series of popular releases since the brand's debut in April 2025.
However, Renae Smith, founder of PR firm The Atticism, highlighted significant confusion surrounding the brand's operations. She pointed to a pattern of products selling out, promises of no more stock, followed by new drops, website glitches, and inconsistent messaging about inventory.
The Core Branding Problem
"Meghan does have the potential to actually have a really good brand," Smith told the Independent. "But she either has no understanding of what she wants the brand to be, or she has very poor advisors in that space."
Smith suggested this issue might stem from an unwillingness to listen, noting that the Sussexes have lost 11 publicists in five years, with the most recent, Meredith Maines, departing after less than a year.
Comparing As Ever to Gwyneth Paltrow's highly successful Goop, valued at around $250 million, Smith observed a crucial difference. "Goop had a plan from the beginning, it was neat, it was structured," she said. "Meghan doesn't stick to a lane; she'll go and be an influencer for a bit, then she goes back on TV and does something weird, then she does a podcast, which was also weird."
A Call to 'Hone' Her Image
The expert advised Meghan to commit to a clear, consistent public image to strengthen her brand. "If you're going to be the next Martha Stewart, just do that," Smith continued. "Don't take photos of yourself near the bridge where Diana died or even go to Paris for a Balenciaga show, commit! Hone [your image]: 'My husband's a prince and I love staying at home with my children,' whether it's true or not, who cares? But she won't."
This critique comes amid speculation about a potential return to the UK for Meghan, her first since the Queen's funeral in 2022. With reports that Prince Harry may soon have his police security reinstated, a family visit could be on the cards.
Some commentators, like Daily Mail's Sarah Vine, argue a UK return could provide a commercial boost by refreshing Meghan's royal connection. Conversely, PR consultant Mayah Riaz told the Mirror such a move would be "high risk, high noise", likely reigniting old media narratives rather than creating positive new ones for her brand.
