Importance Score: 57 / 100 🔵
Meghan Markle Confident in ‘As Ever’ Brand Amid Economic Uncertainty
Meghan Markle, the Duchess of Sussex, is confident that her new lifestyle brand, As Ever, will attract consumers despite economic headwinds, including potential tariffs and recession concerns. In a recent interview with Fortune magazine, Markle asserted that her venture is well-positioned even amidst current economic uncertainties.
Tariffs and Accessibility
“Currently, As Ever products are manufactured in the United States, mitigating the immediate impact of tariffs,” Markle stated. “Considering the broader economic climate and its effect on everyday consumers, I strategically designed this brand to offer items that possess a premium aesthetic yet remain accessible and affordable.”
Recession-Proof Comfort
The Duchess suggested that even during an economic downturn, individuals seek small indulgences and pleasures that provide contentment.
Royal Expert’s Skepticism
However, British royal commentator Hilary Fordwich, speaking to Fox News Digital, argued that Markle’s remarks revealed a disconnect with economic realities. Fordwich acknowledged the accuracy of Markle’s tariff assessment but characterized her recession commentary as “out of touch and dismissive,” particularly given the financial challenges faced by many consumers, including some within her own fanbase.
Fordwich elaborated that while consumers may seek comfort during difficult economic periods, non-essential goods become largely the domain of affluent individuals. She suggested that such remarks risk alienating everyday consumers, indicating that even among Markle’s existing supporters, the message may lack resonance with their lived experiences.
Successful Product Launch
As Ever, Meghan Markle’s lifestyle brand, launched its first line of products for sale on April 2nd.
According to the company, the initial inventory comprised “tens of thousands” of units. The product range, featuring items such as raspberry preserve, teas, and baking mixes, reportedly sold out within an hour.
Markle highlighted the affordability of her offerings, stating, “The majority of our product SKUs are priced below $20. It’s crucial to me that as As Ever grows, the products remain accessible to a broad audience.”
Notably, a limited-edition wildflower honey, priced at $28, sold out in less than five minutes, indicating strong initial consumer interest.
Branding Expert’s Perspective
Doug Eldridge, a branding expert and founder of Achilles PR, commented to Fox News Digital that Markle’s assertions were unsurprising, observing that “relatability has never been her strong suit.”
Eldridge emphasized the nature of Markle’s products, stating, “Meghan must recognize she is marketing ‘wants,’ not ‘needs.’ She is not selling essential goods, but rather discretionary items. Her messaging and marketing strategy must reflect this reality.” He added, “While aesthetic appeal is initial draw, the brand must pivot to emphasize the practical and pragmatic value of the items, especially during uncertain times, highlighting the accessible price point and overall utility.”
Eldridge cautioned, “…For Meghan to achieve sustained financial success, particularly potentially during the onset of a global recession, maintaining consistent and disciplined messaging is imperative. As a new venture in the non-essential goods sector, As Ever lacks the established brand loyalty that typically sustains companies through economic downturns.”
Netflix Investment and Future Plans
Despite external commentary, Markle appears confident in her brand’s positioning.
Fortune magazine reported that Netflix has invested significantly in As Ever in 2024. Markle and her husband, Prince Harry, have maintained a substantial production agreement with the streaming platform since 2020, reportedly valued at $100 million.
The Netflix Connection
According to the report, Markle cultivated relationships with Netflix executives, notably sending homemade preserves to Netflix Chief Content Officer Bela Bajaria and Co-CEO Ted Sarandos during holiday seasons. “[Bajaria] suggested I should teach others how to do this,” Markle recounted, sparking the initial concept for a show. “Recognizing the strategic business acumen of my partners, [Bajaria] proposed exploring a partnership with Netflix’s consumer products division, alongside the show.”
Markle subsequently connected with Josh Simon, Netflix’s VP of Consumer Products. She affirmed that aligning with Netflix was strategically “the right move for the global expansion we envision.” “While I cannot disclose the specific terms of the agreement,” Markle stated, “we share a unified vision for the brand’s growth trajectory over the next five to seven years.””
Long-Term Sales Questioned
British broadcaster and photographer Helena Chard previously told Fox News Digital that while initial sales driven by Meghan Markle’s fanbase were anticipated, the long-term sales sustainability remains uncertain. “Meghan is not a trained chef or a culinary professional,” Chard commented. “She is embodying a persona.”
Background: From Royal to Entrepreneur
Meghan Markle assumed the title of Duchess of Sussex upon marrying Prince Harry in 2018.
In 2020, the Duke and Duchess of Sussex relinquished their roles as senior working royals, citing excessive media intrusion and insufficient support from Buckingham Palace.
Seeking financial independence, the couple reportedly expressed frustration with restrictions from Buckingham Palace that limited the development of their “Sussex Royal” brand, according to the BBC. They subsequently relocated to California and are currently raising their children, Prince Archie and Princess Lilibet.
In March 2024, Markle debuted her lifestyle brand, initially named American Riviera Orchard, which was rebranded as “As Ever” in February due to trademark challenges. Her Netflix series, “With Love, Meghan,” centered on her passion for cooking and hosting, premiered on March 4th.
Concerns Over Target Audience
Fordwich previously questioned the target demographic for As Ever, stating, “Those with limited financial resources likely cannot afford these items. The ‘keepsake packaging’ and aspirational marketing approach appear disconnected from the average consumer. It projects an image of inauthenticity, suggesting the brand primarily appeals to individuals with a highly privileged lifestyle, rather than the broader consumer market.”
The raspberry preserve, presented in ‘keepsake packaging,’ retails for $14. ‘Flower sprinkles,’ or edible flowers, are priced at $15.
Markle’s Perspective
The New York Times, which previously interviewed Markle at her Montecito residence, highlighted criticism of her Netflix program as being perceived as unrelatable and inauthentic. Markle explained to the publication her return to the public eye, stating, “I need to work, and I enjoy working.” She noted that she has been employed since the age of 13. “This venture allows me to integrate my home life and professional pursuits,” she explained, referencing the demands of raising two young children.
According to the report, Meghan and Harry’s current production agreement with Netflix is set to conclude this year. Their previous Netflix documentary projects centered on polo and Prince Harry’s Invictus Games were reportedly unsuccessful.
Moving Forward
Despite ongoing economic uncertainties, Markle appears to be adopting a resilient approach. New episodes of “With Love, Meghan” are scheduled for release in the autumn.
As Ever’s website indicates that its $9 jam offering is “coming soon.”