In a remarkable debut that has captured the attention of consumers and industry insiders alike, Meghan Markle’s lifestyle brand, As Ever, has officially entered the market. The launch, which took place this week, featured a collection of nine home goods priced between $14 and $28, all of which sold out within just one hour. This swift success underscores the growing influence of the Duchess of Sussex in the lifestyle sector.
Insights into the brand’s development
In an exclusive interview with Inc., Markle shared her journey in developing As Ever, initially named “American Riviera Orchard.” The name change, she explained, was a natural part of the entrepreneurial process, a sentiment echoed by her friend Whitney Wolfe Herd, the founder of Bumble. “Even though we’re close friends, I had no idea that Bumble was originally called Merci,” Markle remarked, highlighting the common challenges faced by entrepreneurs.
Markle’s partnership with Netflix’s Consumer Products Group has significantly shaped her vision for As Ever. She noted that her initial business plan evolved dramatically after collaborating with Netflix, which provided a broader reach and resources. “The reach from Netflix, coupled with my vision for the brand, felt like it was going to be a really perfect match,” she stated, expressing gratitude towards Netflix executives for their support.
Community support and product reception
The launch of As Ever has not only garnered attention from consumers but also from notable figures in the entertainment industry. Friends and influencers, including Abigail Spencer and Kelly McKee Zajfen, have praised the products, particularly the raspberry spread featured on Markle’s show, With Love, Meghan. The positive reception was further amplified when celebrities like Kris Jenner and Zoe Saldaña showcased the brand on their social media platforms, sharing their experiences with the products.
Designer Anine Bing even shared a delightful moment of her son enjoying crepes made with the As Ever mix, stating, “Benji says these taste better than the ones we get when in Paris.” Such endorsements not only highlight the quality of the products but also reflect the brand’s ability to resonate with a diverse audience.
The future of As Ever
As As Ever continues to make waves in the lifestyle market, Markle’s approach appears to be focused on authenticity and personal connection. She emphasizes that her brand is an extension of herself, aiming to reflect her values and vision. “I hope that people see that reflected in whatever it is that I’m creating and putting out there,” she said, reinforcing her commitment to creating meaningful products.
With a dedicated team of ten employees and a clear vision for the future, As Ever is poised for continued success. As the brand evolves, it will be interesting to see how Markle navigates the challenges of entrepreneurship while maintaining her unique identity in the competitive lifestyle industry.
