Joshua Goldman
Joshua Goldman
min read · September 6, 2025 · Entertainment

Meghan's As Ever: A Royal Brand with a Twist of Bafflement?

We finally have the measure of Meghan being her authentic self, sans tights and free of the pesky restrictions of her former royal life, says Jan Moir

Meghan's Edible Empire: A Recipe for Disaster?

As the leaves crunch beneath our feet and the temperature drops, Meghan Markle is cooking up a storm - literally! The Duchess of Sussex has launched her latest venture, As Ever, a lifestyle brand that promises to bring a touch of royal stardust to your everyday life. But is this latest attempt at fame-by-marriage just a recipe for disaster?

Meghan's brand, which debuted in April after a year of misfires and relaunches, boasts an uninspired range of products, from edible flower sprinkles to marmalade. And we're not buying it! The Duchess describes her demographic as "people who aspire" to her lifestyle - think admiring teenage girls clutching their empty jam jars in the autumn chill. But is this just a desperate cry for attention?

As Ever – which launched in April – has around ten products in its range, including a $28 limited-edition orange blossom honey

The As Ever website promises to bring "joy" and "magic" to your daily routine, with products like raspberry jam and crepe mix. But let's be real, folks - these are not exactly life-changing innovations. And at prices starting from £11 for a 5g tin of flower sprinkles, it's clear that Meghan is playing the celebrity card to cash in on her fame.

But what really gets our goat is the packaging. We're talking luxury labels featuring Meghan's rather menacing calligraphy, because nothing says "classy" like a handwritten font. And let's not forget the product descriptions, which read like they were written by a team of Hallmark-card-wielding marketing gurus.

"I'm using this as a platform to share joy," Meghan coos in an interview with Emily Chang on Bloomberg Originals. But is it really just about spreading happiness - or is there something more sinister at play? After all, we've seen the Duchess's ability to turn even the most mundane activities into Instagram-friendly events (who needs a garden party when you can have a jam-making session with your besties in a sun-drenched Californian kitchen?)

Once upon a time the Duchess of Sussex was a woman who wanted to change the world for the better. She still does, but now the focus seems to be capitalising on her fame-by-marriage

But it seems that Meghan's business sense may be lacking. The As Ever website is plagued by grammatical errors and typos, making us wonder if this is just a hastily thrown-together attempt at going global.

And what about the products themselves? We're talking jam made in Illinois by a company called The Republic of Tea - not exactly what we'd call "homegrown." When asked about the manufacturing process, Meghan proudly proclaimed that she supplies the recipe and techniques to the factory. Um, did someone say "cobbler"? It seems our Duchess has been caught out in a bit of a fib.

Meanwhile, Netflix is her partner and investor in both her TV show and brand - but does Meghan really have control over the creative decisions? She's quoted as saying that all decisions ultimately end up with her. But we're not so sure. After all, it's hard to picture the Duchess elbow-deep in jam-making equipment, perfecting her recipe for marmalade.

When she launched her ‘thoughtful’ Napa Valley Rose wine in July it sold out in 44 minutes flat – but what does that really mean?

Despite the questionable quality of As Ever's products and Meghan's dubious business acumen, the brand is still gaining traction online. But at what cost? We're talking overpriced jams and crepe mixes paired with cringe-worthy product placement - think swimming pools, sunshine, and baskets of orange blossoms. It's a recipe for disaster, if you ask us.

And let's not forget the influencer-fueled hype that surrounds As Ever. Influencers are rewarded with clammy reposts for promoting Meghan's products on their Instagram feeds. But we're starting to wonder - who really buys this stuff? And what's the real purpose behind it all?

It seems that Meghan is more concerned with building her personal brand than actually creating a successful business. After all, she's not exactly known for her entrepreneurial skills (remember the doomed bloom farm in Montecito?). But hey, at least we get to enjoy the ride.

Is Meghan seriously suggesting that she supplies the recipe and techniques for the mass manufacture of her jams and then teaches everyone in the factory what to do?

As Ever may be cooking up a storm, but it's clear that this recipe is more likely to end in disaster than success. Will Meghan finally learn from her mistakes and pivot towards something - anything - better? Only time will tell. For now, let's just say that As Ever is a culinary experiment that's left us...well, not exactly hungry for more.

Sources:

  • As Ever website
  • Emily Chang's interview with Meghan Markle on Bloomberg Originals
  • TheScholarlyNote.com

The Duchess believes passionately in her brand and what she sees as her own authenticity, but not everyone agrees

This second act in the life of the former Meghan Markle – or is it her third? – as an entrepreneur who just wants to spread joy and jam has exposed her to scrutiny like never before

As Ever likes to promulgate the fantasy that Meghan’s jam is produced in her own Montecito kitchen after the Duchess has tipped trugloads of her homegrown berries into a bubbling pot, Jan Moir writes