Meghan Markle shook the world when she released her lifestyle brand, As Ever, earlier this year and had her products sell out almost immediately. However, some business experts believe it’s not a reputable brand worth spending your money on, and even accused the Duchess of being a fraud.
After the Canadian native launched several lifestyle-related products through her new company, As Ever, in April, everything quickly sold out, leading many to believe it’s going to be a successful venture for her after stepping down from the royal family alongside husband Prince Harry in 2020. However, two business experts recently discussed the brand on a recent podcast episode and spoke about how they didn’t think it was sustainable.
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Business Experts Say That Meghan's New Business Is Not 'Substantial'
On their podcast, The Art of the Brand, two business experts, Phillip Millar, a Canadian lawyer, and Camille Moore, a marketing executive, went on a long rant about As Ever, the mom-of-two's latest business venture that gained a lot of attention.
In April, As Ever launched its first line of products, which included jams, cookie mixes, teas, and more. According to their website, the brand's current and future products are inspired by the Duchess of Sussex's "long-lasting love of cooking, entertaining, and hostessing with ease." It's one of the first major money-making projects she's undertaken since her Netflix projects, and it looks like she may be relying on it for support in the future, given that new reports revealed her and Prince Harry's expensive Netflix contract will not be renewed.
Once the first line of items was released on the As Ever website in April, the products sold out super quickly, with some fans of the television personality expressing frustration that the items were unavailable minutes after their launch. While some are excited by the products, on their podcast, Phillip and Camille expressed that they were not buying into it. The pair of experts accused Meghan of trying to cash out on her fame from her days with the royal family and starring on Suits, and that it's just another way to make money, versus trying to improve people's lives with the luxury lifestyle products.
After calling her business "not sustainable," according to The Daily Mail, Phillip said, "I'm agitated by her so much because it is a deliberate misrepresentation of what she is because she thinks she can pretend to be that while actually being this and sucker people into buying her stuff, and every step of the way, she's failing because it's not legitimate."
Experts Claim Meghan Is A 'Fraud' After Founding 'As Ever'
During their podcast rantings, the experienced lawyer began talking about how he felt that the advocate's business plan and brand launch didn't have any "substance," especially given there were some reported last-minute problems before her products went live, including a name-change.
"Nothing about her brand was good from the start, to a distinguishing eye," he noted, before accusing Meghan of being a "fraud," and said she was using "opportunities to advance herself."
The marketing executive began weighing in on the logistics of the Duchess's first business launch, stating that it was the "worst brand execution to date," and had a feeling that she was not as involved in its creation as some loyal fans may think.
Despite the criticism, As Ever continues to sell out and do very well, and is now expanding into other products like wine. In addition, two new jam flavors, fans of Meghan's can purchase her rosé. When it's in stock, that is. After everything sold out so quickly in April, the brand restocked its items and included the new ones a bit later, but as of right now, they've also been bought up. Still, these experts are warning and claiming that there may not be as much heart and personality in the brand as consumers may believe.
