Meghan Markle, Duchess of Sussex, has expanded her entrepreneurial efforts with the launch of her new lifestyle brand, As Ever, following her previous media projects under Archewell Productions and her philanthropy with the Archewell Foundation. The brand aims to showcase artisanal goods, culinary items, and lifestyle products curated with a personal touch.

While the launch has been met with strong sales, it has also sparked critical discussion about common practices in the premium goods industry—particularly private labeling and sourcing transparency. This article provides a clear, factual overview of As Ever, its early product lines, and the public discourse surrounding its strategy, drawing on reputable and publicly available information.

Launch of As Ever

Meghan Markle officially introduced her lifestyle brand As Ever in 2024. According to the brand’s launch materials, the name “As Ever” was chosen to reflect a personal, handwritten sign-off Markle uses in notes and letters. The brand’s aesthetic emphasizes warmth, hospitality, and thoughtful design.

As Ever’s initial product offerings include small-batch gourmet items such as jams, honey, teas, and baking mixes, presented in minimalist, elegant packaging. The website states that the brand seeks to evoke a sense of connection and joy through “small, meaningful gestures.”

Source: People Magazine, April 2024

The Orange Blossom Honey Discussion

One of the earliest As Ever products to sell out was its limited-edition orange blossom honey, which drew special attention online. The honey was offered in 255-gram jars for approximately $28. Critics on social media highlighted that Savannah Bee Company, a respected U.S. producer of specialty honey, sells a similar orange blossom honey in 340-gram jars for about $18.

Factually, there is no evidence that As Ever misled consumers about the honey’s origin. The As Ever website lists the product as its own brand but does not specify in-house manufacturing. Industry experts note that private-label sourcing—where brands purchase products from third-party suppliers and sell them under their own branding—is a long-standing and widely used practice across the retail sector.

For example, Williams Sonoma sells a Bridgerton-branded orange blossom honey produced with Savannah Bee Company for approximately $23 per jar, demonstrating how brand licensing and premium packaging can justify higher prices.

Sources:

• Savannah Bee Company
• Williams Sonoma Bridgerton Honey
• Business of Fashion

Industry Context: Private Label and Co-Branding

The private-label model is neither uncommon nor hidden in premium retail. It is a standard approach used by many luxury and specialty brands to curate consistent quality without owning manufacturing facilities.

According to Harvard Business Review, private labeling allows brands to control design, packaging, and pricing while outsourcing production to trusted suppliers. It’s also a typical strategy in the food industry, where even high-end retailers partner with specialty producers for artisanal goods.

This practice supports local suppliers and gives consumers access to curated selections, albeit at premium prices that reflect brand positioning, packaging, and perceived exclusivity.

Source: Harvard Business Review

Claims About As Ever’s Teas

Early critics also compared As Ever’s herbal teas to those sold by The Republic of  Tea, a well-known American  tea company that supplies products to various retail partners, including Netflix’s Bridgerton and Downton Abbey themed lines.

Again, there is no evidence of deception here. The Republic of Tea has a documented history of co-branding and wholesale partnerships, which is standard in the specialty tea industry. Private-label sourcing means multiple brands may sell similar or identical teas under their own labels.

Such arrangements benefit both supplier and retailer. Suppliers gain larger distribution channels, while brands offer exclusive packaging and marketing tailored to their audience.

Source:

• The Republic of Tea Official Site
• Forbes on Private Label Partnerships

Pricing Strategy and Perceived Value

Criticism of As Ever’s pricing highlights a broader truth about luxury retail: premium prices often reflect branding, storytelling, packaging, and limited-edition scarcity rather than strictly raw materials.

For example, a 255-gram jar of honey at $28 is positioned as an artisanal, giftable item with carefully designed packaging and limited inventory. This approach targets consumers who value design, brand association, and exclusivity over commodity pricing.

This is consistent with strategies used by Williams Sonoma, Harrods, Fortnum & Mason, and many other upscale retailers.

Source: McKinsey & Company on Luxury Goods Pricing

Logo Design Controversy

As Ever also faced scrutiny over its logo, which some observers in Spain noted resembles the coat of arms of Porreres, a town in Mallorca. In March 2024, Porreres’ mayor Xisca Mora publicly noted the similarity, pointing out that while the birds and colors differ, the overall shield shape and design appeared close to the town’s historic emblem.

No formal legal action was reported as of publication. The incident illustrates how brand design can unintentionally resemble existing symbols, especially with heraldic imagery that shares common motifs.

Sources:

• Majorca Daily Bulletin
• BBC News

Sales and Consumer Response

Despite online criticism, As Ever’s products reportedly sold out quickly, underscoring demand among fans and consumers looking for carefully branded, limited-edition lifestyle goods.

Such rapid sales reflect both Meghan Markle’s celebrity influence and consumer interest in premium, small-batch culinary items.

This sales pattern is typical in celebrity-backed brands, where initial inventory is kept deliberately low to maintain exclusivity and manage production risk, a common strategy in direct-to-consumer retail.

Source: Harvard Business School Working Knowledge

Conclusion

As Ever represents a classic modern lifestyle brand launch. It leverages private-label sourcing, artisanal aesthetics, and personal storytelling to position its products in the premium market.

While criticisms about pricing and sourcing are valid points of consumer debate, the brand’s practices align with standard strategies in the luxury and specialty food industries.

The early controversies highlight the intense scrutiny faced by celebrity entrepreneurs, especially those with highly publicized personal histories. But they also illustrate how transparent sourcing, thoughtful design, and careful branding can create compelling products for a willing audience.