Meghan Markle's lifestyle brand As Ever, launched in 2025, could be doomed unless she mends her relationships with the Royal Family, according to royal biographer Ingrid Seward. The brand sells homeware and food items including candles, jam, wine, chocolate boxes, and tea.
Royal Expert Warns of Symbiotic Relationship
In an interview with New Magazine, Seward stated: “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.”
Meghan and Prince Harry stepped down from royal duties in 2020 and now live in Montecito, California, with their two children, Archie (seven) and Lilibet (five). The couple have not had a public reconciliation with the Royal Family since their departure.
Declining Sales and Traffic
Despite being described by InStyle as one of Meghan's “most successful” ventures, a report from the International Business Times reveals that website traffic and sales for As Ever have declined, raising concerns about the brand's future. The brand's website describes it as “more than a brand - it’s a love language” and a collection inspired by Meghan's love of cooking, entertaining, and hosting.
Upcoming UK Visit Amid Reconciliation Rumors
In July 2026, Prince Harry is set to return to the UK with Meghan and their children for the first time in four years, sparking rumors of a potential reconciliation. The visit is seen as a possible opportunity for Meghan to rebuild ties with the Royal Family, which Seward argues is crucial for As Ever's success.
As Ever is one of several ventures Meghan has pursued since leaving royal duties, including a Netflix deal and a podcast. However, the brand's reliance on her royal connection may prove unsustainable without a positive relationship with the monarchy.
