Meghan Markle’s new lifestyle brand, As Ever, has come under fire from experts who say it’s sending confusing signals to fans and customers.
The Duchess of Sussex recently hinted she’s planning to pause and rethink the future of her brand, sparking concerns that without a clear direction, people might lose interest altogether.
Experts Say As Ever Lacks Clear Identity and Confuses Consumers
Branding specialists told MailOnline that Meghan’s brand risks losing consumer trust if it doesn’t have a solid sense of what it’s actually offering.
One expert joked that As Ever feels like “Martha Stewart’s child meets Goop crashing a royal garden party” — a quirky way to describe how it mixes luxury lifestyle vibes with wellness trends, but struggles to land a clear message.
Launch Products Sold Out Quickly but Restocks Are Now Delayed
When As Ever launched on April 2, products like raspberry jam, honey, and herbal teas sold out in just 45 minutes.
But nearly two months later, these popular items haven’t been restocked.
Meghan told the business magazine Fast Company she plans to “step back” and gather data to figure out what the brand’s next moves should be — with no new products expected before early 2026.
Mixed Signals About Product Restocks Add to Consumer Confusion
Just hours after Meghan’s interview was published, insiders told MailOnline that jam restocks might actually be coming soon.
This conflicting information is adding to the confusion around what the brand really stands for and when customers can expect new offerings.
PR Experts Describe As Ever as More About Vibes Than Clear Strategy
Mark Borkowski, a leading UK PR guru, described As Ever as an “aesthetic experiment” with “mood over message.”
He criticized the brand’s unpredictable shifts—from jam to vague talk of fashion—saying it feels more like theatrical showmanship than a well-planned business.
Borkowski said the brand has “all the trimmings of curated luxury” but no clear focus, making it “a scented candle of confusion.”
Brand Consultant Warns Fans Might Soon Lose Interest
Nick Ede, a brand and culture expert who knew Meghan from her Suits days, echoed concerns about the lack of consistency.
He warned that shoppers want brands with a clear identity, and if As Ever doesn’t provide that, fans might start looking elsewhere.
Ede suggested the brand should be a broader lifestyle hub reflecting Meghan’s interests in food, fashion, and lifestyle — but right now, it feels scattered.
Meghan Hints at Expanding into Fashion and Hospitality
Despite the criticism, Meghan revealed she’s considering expanding As Ever into fashion down the line and wants to focus heavily on hospitality.
She described her brand as rooted deeply in her love of home and garden, suggesting new product lines might grow from that foundation.
Netflix Partnership Supports Meghan Having Her Own Storefront
Meghan also shared that Netflix agreed it made more sense for her to run As Ever’s online shop independently rather than selling products through Netflix’s own store.
Netflix already offers merchandise for shows like Stranger Things and Squid Game, but Meghan’s brand stands apart.
Meghan Reflects on Her Identity and Role as a Business Owner
In the interview, Meghan also admitted she struggles to define herself professionally.
“If I had to write a résumé, I don’t know what I would call myself,” she said, pointing to the complexity of juggling multiple roles.
Marketing expert Lydia Berman said Meghan’s uncertainty about her own identity inevitably affects how people see her brand, making it harder to build a strong, consistent presence in the market.
Parenting Moments Inspire Meghan’s Drive to Succeed
Amid all this, Meghan shared some personal moments, like helping her son Archie lose his baby teeth and becoming the tooth fairy.
She said those “mom moments” motivate her to be a better founder and employer, balancing family life with business ambitions.