Meghan Markle put her heart and soul into her lifestyle brand, but it doesn’t seem like that was enough, according to a friend, because the brand isn’t profiting, which is a problem.
Meghan’s lifestyle brand isn’t going as planned, says a friend, but it’s still early, it has even been a year yet (Image: Bloomberg)
Meghan Markle is reportedly “literally lost” after her lifestyle brand, As Ever, didn’t pan out as she had hoped, according to a source. The Duchess of Sussex launched As Ever earlier this year, after months of anticipation and sending out jam jars to various friends and influencers.
Inspired by the jams and spreads she made in her own kitchen, Meghan famously announced As Ever’s name back in February, stating: “I think we’re all clear here that jam is my jam.”
However, a source claims things haven’t been going smoothly in Montecito with regards to the progress of As Ever, reports Daily Express UK.
READ MORE: Meghan Markle’s As Ever products are missing one key marker as expert reveals ‘people will lose interest’READ MORE: Meghan Markle makes embarrassing mistake in marketing email launching product line
Since its launch in April, the brand has released a variety of products, including wine, with several collections selling out within minutes. Yet, no official sales figures have ever been disclosed.
A friend close to the Duchess told the Daily Mail: “At the moment she is literally lost because the whole jam-making business did not work out in the way she thought it would.”
Meghan’s As Ever products have been selling out, but unfortunately, they haven’t been able to keep up with demand, it’s been reported (Image: As Ever)
“Nobody has seen any figures, but I don’t think they are that good. I know they just released a Sauvignon Blanc, but it’s not going to make her lots of money because Netflix owns the business.”
Netflix is a partner in As Ever, with Alison Boshoff from the outlet stating: “This would be disputed by Meghan, but certainly the streamer is an investor and will be taking a big slice of any profits.
“It is also heavily involved in running the business as Meghan, despite her talk of being a ‘female founder’, is entirely inexperienced in commerce.”
Meghan is disappointed in success of lifestyle brand, says friend
During an interview with Bloomberg this summer, Meghan stated that Netflix is her only partner and investor in As Ever.
When asked about her vision for her brand, she responded, “I don’t want it to feel generic, cookie-cutter, or phoned in.”
It sounds like she wants to throw in the towel
She added: “Because I know how much time I spent on it from soup to nuts. But I want it to be something that people feel excited to have in their home. And especially that people feel excited to gift.”
However, a friend of the Duchess told the outlet: “She just wants to make money, she wants to be a billionaire.”
“The trouble is, she doesn’t know how.”