Expert says As Ever name and design miss the mark
Meghan Markle has been urged to rethink her lifestyle brand, As Ever, after turning 44 and entering a new chapter of her life with Harry.
The Duchess of Sussex launched the company in February 2025 with an Instagram video announcement. Since then, products including jam, honey, tea, and wine have repeatedly sold out within minutes, attracting strong fan interest.
But brand expert Jaimie Sarah told the Express that Meghan should focus on products that don't compete with other royal-linked or royal-founded brands. “If I were advising her, I would have suggested that she truly carve her own path,” Sarah said.
She also argued that the brand's name is “not memorable,” pointing out its similarity to the phrase “as if,” which could confuse customers. Sarah added that the name does not connect to the brand's story or the “magic” Meghan wants to bring into homes.
Questioning the design, she noticed the palm tree logo feels unrelated to the kitchen and pantry products the brand sells.
