Meghan Markle is gearing up to launch her highly anticipated lifestyle brand, As Ever, but some bumps in the road suggest a lack of strategic planning in the process. The brand, which features homeware products like candles, edible flowers, tablecloths, wine, jam, and honey, will be officially launched in conjunction with the debut of her Netflix series, With Love, Meghan. However, despite the clear connection to her product range, the show does not mention or promote any of the items viewers could purchase from her collection.
Sources who previewed the show reveal that, while Meghan can be seen cooking, lighting candles, and setting tables with the aforementioned items, there is no on-screen reference to where these products can be bought. This omission raises questions about the planning and timing of the brand’s launch, as the filming for the show took place before the development of the product line.
Meghan has shared that the brand’s name has evolved from American Riviera Orchard to As Ever. The name change comes after a setback with the original branding, which faced trademark issues as geographic names cannot be registered. Additionally, Meghan’s logo has faced scrutiny for resembling the coat of arms of a town in Majorca, and her product range’s potential conflicts with another brand are being looked at by lawyers.
Despite these challenges, Meghan explained that As Ever is an extension of her personal passions for cooking, crafting, and gardening, which she has embraced since the early days of her blog, The Tig. Though the brand is set to go live soon, it’s clear that the marketing and merchandise integration could have benefited from more strategic planning to ensure a smoother rollout.
This marks just the latest chapter in Meghan’s post-royal endeavors, and her ability to balance personal projects with commercial ventures remains under scrutiny as she seeks to carve a new niche in the lifestyle market.
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