Meghan Markle’s As Ever brand launched in 2025, but a royal expert has warned it could be in trouble. As Ever is a lifestyle brand which sells homeware items and food such as candles, jam, wine, chocolate boxes and tea. Royal biographer Ingrid Seward says that unless Meghan repairs her relationships with the Royal Family, her brand may not succeed.
In New Magazine, Seward says: “The business and her relationships with the Royal Family are sort of symbiotic. Her branding is built on a Hollywood idea of royalty; it’s regal by Hollywood standards. It’s also a sort of influencer brand, so she needs to be an influencer with royal connections. She can’t be that unless she has some sort of relationship, ideally a good one, with the Royal Family.”
The pair have been living in Montecito, California, where they have raised their two children, Archie, seven, and Lilibet, five.
In July, Prince Harry is set to make a return to the UK with Meghan and their two children – and rumours of reconciliation are swirling.
The visit marks the first time the prince has visited the UK in four years.
Meghan’s brand is one of the many areas the Duchess has dabbled in since leaving her royal duties.
On the As Ever website, a description of the brand says: “As ever is more than a brand – it’s a love language.
“Created by Meghan, Duchess of Sussex, As Ever welcomes you to a collection of products, each inspired by her long-lasting love of cooking, entertaining, and hostessing with ease. This curated collection has been crafted to elevate your everyday and inspire moments of joy.”
InStyle says the brand is one of Meghan’s “most successful” ventures, but a report from the International Business Times says there are concerns about the brand’s future.
It revealed that website traffic and sales have declined, which poses challenges for the brand.