Meghan Markle faces claims of using a typical marketing trick to boost her ‘As Ever’ lifestyle line, which sold out quickly. The Duchess of Sussex launched her long-awaited products, first hinted at in 2024, under a different name. This move is part of her effort to rebrand her image as a ‘domestic goddess’.
The range features wildflower honey with honeycomb for $28 (£21.60), flower sprinkles at $15 (£11.60), and raspberry jam priced at $14 (£10.80). The Duchess’s lifestyle line also features shortbread and crepe mixes, both priced at $14, along with various herbal tea mixes for $12 (£9.30) each.
When these products were launched in the US in April 2025, they sold out in just minutes, disappearing within half an hour, much to the surprise of many including Stake Casino app players. Despite this fast sell-out, some people question the real success of the 43-year-old royal’s new venture.
A source claimed the items were offered in small amounts and quickly labelled as sold out to create buzz, noting this is a typical marketing tactic. In a social media post, Meghan shared that the ‘As Ever’ collection was now available and expressed her joy about it.
She mentioned that she had put a lot of care into the line. It was also noted that there would be limited amounts for each seasonal release. In a newsletter about the launch, Meghan described her range as more of a ‘love language’ than a brand. She welcomed everyone to ‘As Ever’, emphasising that this was just the start.
This venture follows the recent debut of her new TV show, ‘With Love, Meghan’. Netflix, which produces her series, will partner with her to sell her lifestyle range in two major malls in the US later in 2025.
However, some sources have indicated that the launch has faced challenges, with Netflix staff reportedly feeling frustrated with the process. An insider reported that the start-up has become a ‘logistical nightmare’ due to a last-minute name change from American Riviera Orchard.
Those involved in the retail project are said to be wary of the ongoing issues linked to the Duchess of Sussex and Prince Harry, who is currently facing scandal related to his Sentebale charity. It was noted that team members have been requested to sign non-disclosure agreements (NDAs) to keep details about the production of her ‘fruit spread’ confidential.
‘There is so much drama surrounding them once again that internally the team are over it before it’s even launched. ‘It’s been a logistical nightmare and the buying team is having an issue as they can’t work out what the demand will be, if any’, the source has claimed.
An insider suggested that despite the social media excitement, there are ongoing concerns about the success of Meghan’s new brand. This has captured the curiosity of fans, including those who Stake Casino register when the brand was released.
The Sussex team reportedly arranged for well-known personalities and influencers to promote sales on launch day. It was indicated that they should share images of their jam jars, aiming to create a buzz on social media with positive messages.
Branding Changes
The Duchess launched her lifestyle brand as American Riviera Orchard in 2024, sending 50 jars of jam to friends for a soft launch. The nickname ‘American Riviera’ refers to Santa Barbara, where Meghan lives with Prince Harry and their kids, Prince Archie and Princess Lilibet.
However, she had to make a quick name change after US officials informed her that geographical names couldn’t be trademarked, leading to the rebranding as ‘As Ever’. Meghan announced this new name in a video on Instagram, shared with her 2.2 million followers.
Despite a new name, the rebranding faced issues when it was discovered that an established clothing brand in New York already used the name. The Duchess also became involved in a plagiarism controversy over the ‘As Ever’ logo with a small town in Majorca.
Even with the drama surrounding Meghan and her line, it’s evident that ‘As Ever’ has captured the attention of many lifestyle enthusiasts. It’s only a matter of time to know whether or not the brand will sit well with lifestyle critics.