Ambitious Meghan Markle is forging ahead with her plans to expand her lifestyle venture, As Ever, despite facing public mockery and initial skepticism. The Duchess of Sussex, 44, launched As Ever in April 2025, offering curated home and food products that quickly gained viral attention. While exact sales figures remain undisclosed, recent web traffic data shows a steady increase in interest, with site visits rising from 196,831 in October to 268,200 in January.
Currently, As Ever only ships within the United States, but the brand is contemplating broader expansion if the positive momentum persists. Meghan is reportedly confident that the brand will win over critics as it continues to grow and evolve. She believes in the power of steady progress and quality products to silence early doubters.
Meghan’s strategy for As Ever is focused on slow and sustainable growth, with a keen eye on reshaping public perception over time. She is committed to nurturing the brand through consistent quality, thoughtful product development, and a clear identity. The Duchess sees the current phase as part of a long-term learning process, ensuring each stage of development is sustainable before moving forward.
Despite Meghan’s unwavering determination, Prince Harry is said to be concerned about the escalating costs associated with expanding As Ever globally. The Duke of Sussex, 41, supports Meghan’s aspirations but is apprehensive about the financial resources required for international growth. The prospect of investing in international manufacturing, shipping, marketing, and distribution has left Harry feeling overwhelmed at times.
As the couple navigates the challenges of scaling As Ever into a worldwide lifestyle brand, they face the daunting reality of substantial investments and infrastructure development. While Meghan remains optimistic about the brand’s potential, Harry grapples with the financial pressures of expanding on a global scale. Despite the financial concerns, both Meghan and Harry are dedicated to building As Ever into a successful and impactful venture.
