Meghan Markle’s new lifestyle brand, As Ever, has been selling out almost immediately after each launch. The second batch reportedly vanished within minutes, which some interpret as a sign of strong demand. But others see something different: a lack of confidence in scaling the business. The limited releases, they argue, reflect hesitation more than hype.
Quality Over Quantity, But at What Cost?
Sources close to the project say Meghan’s focus on premium, small-batch items has slowed her ability to meet growing demand. While high standards can build a loyal customer base, an inability to scale may limit the brand’s momentum. One branding expert noted that despite Meghan’s global reach—thanks in part to her Netflix presence—she might need to rethink suppliers and production strategies if she wants to build a reliable, consistent brand.
Personal Doubts, Public Pressure
Meghan opened up about her struggles with self-doubt on her podcast, Confessions of a Female Founder. She admitted questioning whether her brand would work, especially under intense public scrutiny. She emphasized the importance of seeking honest feedback from trusted colleagues rather than showing fear to her team. The launch did sell out in about 45 minutes, which helped boost her confidence—but not before serious internal doubts surfaced.
Branding Challenges: Identity, Trademark, and Comparison
This isn’t Meghan’s first time navigating a brand pivot. Her original label, American Riviera Orchard, faced trademark complications, prompting a rebrand to As Ever in early 2025. Even then, criticism followed. The brand’s new logo—a palm tree with two birds—drew attention for resembling a small town’s coat of arms in Mallorca, sparking both legal and design concerns.
Bigger Picture: Brand Strategy or Scattergun Ambitions?
Critics say Meghan has launched too many ventures without establishing a clear path forward. From a podcast to a Netflix show to her jam line and now this lifestyle brand, the efforts feel unfocused. Branding analyst Nick Ede called out the inconsistent identity. He said the brand feels caught between trying to be aspirational and being relatable, with messaging that’s all over the place. That lack of clarity could explain the growing perception that Meghan hasn’t locked in a long-term strategy.
Tina Brown, former editor at Vanity Fair, was even more blunt. She said Meghan looks “panic-stricken in her business model,” rapidly launching new ideas without building them out. Brown suggested the pace might be driven more by insecurity than confidence, possibly an attempt to follow in the footsteps of public figures like Michelle Obama or Beyoncé—without the support systems that those figures have in place.
What This Really Means: Potential With Room to Grow
Here’s the thing: Meghan clearly has influence. The moment she wears or endorses something, it sells. That kind of pull is rare. But influence alone can’t carry a brand for the long haul. If As Ever is going to last, it needs more than buzz. It needs stronger infrastructure, a reliable product pipeline, and messaging that aligns with who Meghan is and what she stands for. The potential is there—what remains to be seen is whether the follow-through will match.
