Duchess relies on royal title as experts question long-term business viability
Meghan Markle's hopes for her lifestyle brand As Ever are facing new scrutiny, as experts suggest the Duchess of Sussex may be leaning more on her royal title than on sustainable business results.
The brand’s latest summer collection sold out in under ten minutes, despite assurances that more stock had been prepared following the unexpectedly swift sell-out of the April launch. However, royal commentators argue that this burst of popularity may not be enough to sustain the grand ambitions Meghan set for herself when she stepped away from royal duties alongside Harry.
Photojournalist Helena Chard told Fox News Digital that the Duchess is “clinging” to her royal title because it gives her brand visibility and relevance. “Of course, her royal title and Sussex name are boosting her brand,” Chard said. “She will cling to this as it will help bring her more fame and fortune, which is imperative to her life.”
Chard also suggested that Meghan is likely to pursue multiple avenues to generate income, including her renewed Netflix venture, With Love, Meghan, which is confirmed for two more seasons. “She will keep her fingers in many pies and her name in lights with the hope that one or more of her ideas will bring in the much-needed hard cash,” Chard added.
Despite the rapid sales, experts believe the Duchess is unlikely to build significant wealth through her lifestyle offerings alone. “She’s not likely to amass her fortune from the sales of basic As Ever treats, however delicious they may be,” Chard said.
Meanwhile, some followers expressed frustration online after being left empty-handed once again, criticising the brand’s limited inventory as a strategy to create artificial demand — a tactic Meghan has previously been called out for.
