In a surprising turn of events, Meghan Markle, the Duchess of Sussex, has announced a temporary halt to restocking her lifestyle brand, As Ever, following substantial financial losses. Launched with high expectations in April 2025, the brand initially captivated consumers, selling out its debut collection of jams, teas, and baking mixes in under an hour. However, behind the scenes, the venture has faced significant challenges, prompting Meghan to reassess her strategy and unveil a daring new business plan that aims to redefine her place in the competitive lifestyle industry. This move has sparked widespread discussion, blending admiration for her resilience with skepticism about the brand’s future.

The Rise and Rapid Sell-Out of As Ever

Meghan introduced As Ever as a rebrand of her earlier venture, American Riviera Orchard, which encountered trademark issues in 2024. The new name, inspired by her former lifestyle blog, The Tig, symbolized a return to her roots in cooking, crafting, and entertaining. The brand’s debut collection, launched alongside her Netflix series With Love, Meghan, featured affordable yet aspirational products like raspberry spread, herbal teas, and wildflower honey, all priced under $30. The collection’s aesthetic—muted pastels, delicate florals, and a focus on intimate, everyday rituals—resonated with consumers seeking small luxuries in uncertain economic times.

The launch was a triumph, with products selling out in just 45 minutes, and the $28 limited-edition wildflower honey disappearing in five. Social media buzzed with fans sharing recipes inspired by Meghan’s Netflix show, where she demonstrated gardening hacks, hosting tips, and personal anecdotes. The brand’s emotional pitch, emphasizing comfort and connection, seemed to strike a chord, particularly with younger millennials and Gen Z, who are increasingly drawn to affordable indulgences like gourmet jams and artisan teas.

Financial Losses and Operational Challenges

Despite the initial success, As Ever’s rapid sell-out exposed critical operational flaws. The brand’s e-commerce platform struggled to handle the surge in traffic, leading to overselling of high-demand items like the wildflower honey. Customers who purchased out-of-stock products received apologetic emails, but the incident damaged the brand’s polished image. Reports suggest that the costs of producing small-batch, high-quality products, combined with logistical issues and an imperfect rollout, contributed to significant financial losses.

Meghan’s decision to pause restocking, announced in June 2025 on her podcast Confessions of a Female Founder, reflects a strategic retreat to address these challenges. She acknowledged the need to “step back, gather data from the launch, and figure out exactly what As Ever could be.” This pause has fueled speculation about the brand’s viability, with some critics on platforms like X labeling it a “vanity project” marred by incompetence and arrogance. Others, however, view the pause as a pragmatic move, given the complexities of scaling a consumables business under intense public scrutiny.

The financial strain is not entirely surprising. Lifestyle brands, even those backed by celebrities, require substantial investment in product development, testing, and distribution. Meghan emphasized the rigorous testing her products underwent to meet FDA standards, a process that likely inflated costs. Additionally, the brand’s reliance on Netflix as a key investor, while providing capital, may have added pressure to align the launch with the streaming giant’s consumer products strategy, potentially rushing the rollout.

A Bold New Business Plan

Undeterred by setbacks, Meghan has outlined a bold new direction for As Ever, focusing on hospitality and seasonal offerings. In interviews, she expressed her intent to pivot toward creating experiences rather than just products, with a potential expansion into home decor, cookbooks, and even fashion at a later stage. This vision aligns with her passion for curating meaningful moments, as seen in her Netflix series, where she transforms simple tasks like making crepes into nostalgic, shareable experiences.

The new plan also emphasizes understanding customer needs seasonally, suggesting limited-edition releases that capitalize on trends like holiday hosting or summer gardening. Meghan’s interest in hospitality could manifest in pop-up dining experiences, curated home entertaining kits, or partnerships with local artisans, leveraging her Montecito network. Her trademark filings from 2024, which include a wide range of products from yoga gear to jewelry, indicate an ambitious scope for As Ever’s future.

Meghan’s pivot has drawn comparisons to lifestyle moguls like Martha Stewart and Gwyneth Paltrow, who have successfully blended accessibility with aspiration. However, PR experts note that Meghan faces unique challenges in a crowded market. Unlike established brands with loyal customer bases, As Ever must carve out a distinct identity while navigating Meghan’s polarizing public image. Her royal background, while a selling point for some, risks alienating others who perceive her as inauthentic or overly privileged.

Navigating Public Perception and Brand Identity

The As Ever launch has not been without controversy. The brand’s logo, featuring a palm tree flanked by hummingbirds, sparked accusations of plagiarism from a Spanish village claiming it resembled their historic coat of arms. Additionally, two independent businesses—one a New York clothing label and the other an Arizona photography company—raised concerns about sharing the “As Ever” name, highlighting the difficulties of branding in a global marketplace. These missteps, coupled with a typo in an early newsletter, have fueled perceptions of a rushed launch.

Public sentiment, as reflected in posts on X, is mixed. Some users criticize Meghan’s business acumen, pointing to the pause as evidence of failure, while others praise her for taking risks as a female entrepreneur. Her fan base, particularly young women and Black women, remains a strong asset, drawn to her narrative of resilience and reinvention. Meghan has leaned into this support, expressing gratitude for fans who “gave me the grace to make mistakes” as she navigates her entrepreneurial journey.

The Role of Netflix and Media Ventures

Meghan’s partnership with Netflix has been a double-edged sword. The streaming giant’s investment provided crucial funding, but the alignment of As Ever’s launch with With Love, Meghan may have contributed to the rushed rollout. The show, renewed for a second season, showcases Meghan’s lifestyle expertise but has received mixed reviews, with some calling it overly curated and others finding it relatable. The series serves as a promotional platform for As Ever, allowing Meghan to share the stories behind her products, like the raspberry spread inspired by her Montecito garden.

Her podcast, Confessions of a Female Founder, further amplifies her brand narrative, featuring conversations with successful women like Spanx founder Sara Blakely. These media ventures position Meghan as a multifaceted entrepreneur, but they also raise expectations for As Ever to deliver tangible results. The pause in restocking suggests a recalibration to ensure the brand’s long-term sustainability, possibly by streamlining operations or diversifying revenue streams.

Looking Ahead: Challenges and Opportunities

As Meghan charts As Ever’s future, she faces both opportunities and hurdles. The lifestyle industry is thriving, with consumers increasingly seeking products that offer emotional resonance and affordability. As Ever’s focus on small, joyful luxuries aligns with this trend, but scaling production without compromising quality will require significant investment and expertise. Meghan’s ability to leverage her personal story—blending her Hollywood, royal, and Montecito identities—could differentiate As Ever from competitors.

However, maintaining consistency and authenticity will be critical. The brand’s early stumbles, from technical glitches to naming disputes, underscore the need for a robust operational framework. Meghan’s decision to explore hospitality and seasonal offerings is a promising step, but it demands a clear vision and disciplined execution. Her openness about learning from mistakes, as shared in interviews, suggests a willingness to adapt, which could win over skeptics.

Conclusion

Meghan Markle’s decision to pause As Ever’s restocking reflects a strategic response to financial losses and operational challenges, but it’s her bold new business plan that’s generating buzz. By pivoting toward hospitality and seasonal experiences, she aims to redefine As Ever as a brand that’s both aspirational and accessible. While the road ahead is fraught with competition and public scrutiny, Meghan’s resilience and knack for storytelling position her to potentially transform As Ever into a lasting lifestyle empire. As she navigates this high-stakes journey, the world is watching to see if her daring vision will pay off.