Meghan's 'As ever' brand: Can it thrive solo?

Meghan Markle's lifestyle brand, As ever, is now operating independently following the end of its partnership with Netflix. Launched in 2025, As ever is described by the Duchess of Sussex as an extension of her passions, including food, gardening, and entertaining. The brand's initial collection, released in April 2025, sold out rapidly, indicating strong initial demand.

However, this independence comes amid reports of other ventures facing challenges. Meghan's Netflix series 'With Love, Meghan' and her podcast 'Confessions of a Female Founder' are not expected to return for new seasons. Brand and culture expert Nick Ede suggests that Meghan's success hinges on developing a more relatable persona and implementing a more strategic rollout for her ventures.

Ede points to a perceived lack of consistency and preemptive launches, such as releasing a show before products were available, as potential missteps. He highlights Meghan's earlier ShopMy page and her lifestyle blog, The Tig, as examples of initiatives that successfully connected with consumers by offering a more personal touch. To achieve lasting success, Ede advises Meghan to embrace her entrepreneurial spirit and focus on authentic connection, rather than relying solely on her royal title.