What started off as a buzzy lifestyle launch has quickly turned into a bit of a branding puzzle.
Meghan Markle’s new venture, As Ever, made quite a splash back in April when it debuted with a selection of curated home items—think raspberry jam, honey, and herbal teas.
The products sold out in just 45 minutes.
But nearly two months later, fans are scratching their heads wondering what exactly the brand stands for… and if it’s even coming back.
Stepping Back or Stepping Away? Meghan Leaves Fans Guessing
In a recent interview with Fast Company, Meghan, 43, revealed she’s pressing pause to “gather data” and rethink the direction of As Ever.
She even hinted that no new products would be launching until early 2026.
Naturally, this sent fans into a swirl of speculation—was this a soft rebrand, a creative reset, or a polite retreat?
Hours after her interview dropped, however, insiders told MailOnline that a jam restock was coming soon.
The mixed messaging immediately sparked concerns among brand experts who warn that the confusion could eventually turn customers away.
Critics Say It’s All Vibes and No Vision
Branding experts didn’t hold back. Mark Borkowski, a top UK PR strategist, summed it up sharply: “As Ever isn’t a business—it’s an aesthetic experiment.”
He described the brand as “mood over message,” comparing it to “the child of Martha Stewart and Goop crashing a royal garden party.”
His point? The brand might look good on the surface, but it’s unclear what it’s actually trying to sell.
He wasn’t alone. Culture and branding consultant Nick Ede, who once knew Meghan during her Suits days, said the lack of clarity could cause buyers to “fatigue and give up.”
He warned that without a consistent identity or roadmap, consumers may shift their attention to more focused brands with a stronger voice.
A Lifestyle Brand That’s Still Figuring Itself Out
Despite the sold-out products and early hype, the brand hasn’t restocked since April 2.
There’s been no clear communication to customers—only uncertainty and now, contradicting updates about whether products like the raspberry jam will return.
Ede believes As Ever has potential to unify Meghan’s passions—from food and fashion to hospitality—but right now it feels like it’s “lacking consistency and awareness.”
He emphasized that a strong brand needs transparency, something As Ever hasn’t exactly nailed so far.
Meghan’s “Meghan Effect” Is Still a Powerhouse… If She Uses It Right
To be fair, Meghan has influence. When she wore certain outfits on Suits, those items flew off the shelves.
The so-called “Meghan effect” is real, and she clearly wants to tap into that power for As Ever.
The plan, it seems, is to create a one-stop shop for all things Meghan—be it home goods, fashion, or food.
Netflix, one of her biggest business partners, supported the decision to build her own independent store rather than fold her brand into their online merch platform.
That alone shows confidence in her potential.
Could Fashion Be the Next Big Move?
Interestingly, Meghan hinted that fashion could be the next chapter.
She called it an “interesting space” and suggested it might be one of the “verticals” stemming from the heart of her brand: home, family, and lifestyle.
She described the As Ever concept as being rooted in love for home and garden, and teased that multiple business paths could grow from that.
Even Meghan’s Unsure How to Define Herself Right Now
Perhaps the most telling quote from Meghan came when she admitted: “If I had to write a résumé, I don’t know what I would call myself.”
That moment of vulnerability struck a chord with brand consultant Lydia Berman, who said the quote perfectly encapsulates what’s going wrong with As Ever.
According to Berman, “A strong brand needs a clear identity and consistent message.
If the founder doesn’t even know what to call herself, that uncertainty inevitably spills into how the brand is perceived.”
Without a Clear Strategy, Confusion Continues to Grow
Berman added that jumping between potential product categories—like fashion or hospitality—without an overarching strategy makes it hard for consumers to latch onto the brand.
The back-and-forth about whether or not jam is being restocked just adds to the confusion.
“Such inconsistencies dilute the message,” she said, making it difficult for people to grasp what As Ever actually stands for.
A Working Mom’s Drive, But Still No Roadmap
In a more personal moment, Meghan shared that her kids keep her grounded.
She spoke about her son Archie losing a tooth, and how she chose cuddles over business prep the night before a big day.
“Those mom moments energize me to be a better founder, a better employer, a better boss,” she said.
It’s a sweet sentiment—and one that reminds fans Meghan is still a mom juggling life and ambition.
But as her brand grows, experts say those heartfelt values need to be backed up with a clear plan if As Ever is to survive in a crowded market.
What Comes Next for As Ever?
While As Ever started off strong, the future is blurry.
Will it evolve into a fashion label? Will the jam ever return? And most importantly—will Meghan define what her brand truly is before consumers lose interest?
So far, As Ever feels more like a vibe than a vision.
And in today’s competitive market, that might not be enough.