Writing for the Daily Mail, columnist Jan Moir didn’t hold back, describing Meghan Markle’s lifestyle venture As Ever as a confusing mix of “jams, marmalade, teabags, candles, honey, chocolate, flower sprinkles, pancake and shortbread mixes, wines and chocolate”—items she likened to those “found on the twee shelves of a tourist gifte shoppe.”
And then came the headline-grabbing line:
“‘More coming soon,’ it says on the website—and it sounds more like a threat than a promise.”
This isn’t just about product selection. At the heart of the critique lies a deeper uncertainty: What is As Ever actually trying to say?
Nine months after launch, despite an initial wave of fanfare and claims that products “sold out instantly,” concrete data remains absent. How many bottles of Meghan’s Californian rosé actually sold in July? Two hundred—or two hundred thousand? No one knows.
Meanwhile, comparisons to King Charles’ official royal websites—selling honey from Balmoral or preserves from Highgrove—highlight a stark contrast: heritage-backed authenticity versus a brand still searching for its soul.
Expert alleges that without clarity, consistency, or transparency, As Ever risks becoming less a movement and more a marketplace of curated contradictions.
The real issue isn’t the price point (many items are indeed inexpensive to produce) but the messaging. When a global figure steps away from the Royal Family to “build something meaningful,” the public expects intention—not inventory.
Yet, as Moir notes, “Following a few misfires and a troubled launch dogged with copyright issues, one even struggles to see what the As Ever products have in common—except perhaps that they are all relatively cheap to produce.”
This raises uncomfortable questions: Is this a passion project? A revenue stream? A lifestyle manifesto? Or simply celebrity branding dressed in earth-toned packaging?
When Meghan Markle issues statements about mindfulness, intentionality, and “elevating the everyday,” but offers no verifiable impact or cohesive vision, skepticism grows—even among supporters.
Critics argue that the Royal Family once provided Meghan with a platform rooted in duty. Now, operating independently, she carries that influence—but without the accountability that came with royal titles.
The public, increasingly savvy about greenwashing and “purpose-washing,” isn’t buying vague slogans. They want substance.
And when a brand teases “more coming soon” without context, community, or cause, it’s easy to see why an expert alleges it feels less like an invitation—and more like an imposition.
Language shapes reality. Saying “more coming soon” might seem innocuous, but in a climate of consumer fatigue and celebrity over-saturation, tone is everything.
Instead of inspiring excitement, the phrase—paired with unclear brand values—fuels doubt.
Is Meghan building a legacy? Or just a shelf?
Until As Ever clarifies its mission beyond aesthetics, the narrative will remain vulnerable to critics who see Meghan Markle issues not as visionary—but as transactional.
Final Thought:
Perhaps the harshest truth isn’t in the critique—but in the silence that follows. Meghan Markle has yet to publicly address these concerns, choosing discretion over defense.
But in today’s world, silence can be louder than slogans.
If As Ever is to survive beyond trend cycles, it must evolve from a collection of products into a clear promise—one that aligns action with intention, and words with worth.
Otherwise, “more coming soon” might just echo as the sound of missed opportunity.
