MONTECITO — In celebrity entrepreneurship, the leap from a successful domestic launch to a global brand is often where partnerships are truly tested. For Prince Harry and Meghan Markle, that moment has reportedly arrived — and it is exposing a growing divide behind the scenes.

As Meghan prepares to push her lifestyle brand, As Ever, into international markets, reports from British media and industry insiders suggest Harry has become increasingly wary of the pace and scale of the expansion. His caution, sources claim, is quietly clashing with Meghan’s determination to turn early sell-outs into a lasting global enterprise by 2026.

A Fundamental Split on Risk

At the core of the tension lies a difference in risk appetite. Meghan, buoyed by rapid sell-outs and strong online engagement, reportedly sees As Ever as a once-in-a-generation opportunity to cement her status as a serious lifestyle entrepreneur. To her, momentum must be seized.

Harry, by contrast, is said to be acting as the internal brake — questioning whether aggressive scaling could stretch finances, strain logistics, and expose the brand to a very public stumble. Insiders describe him as increasingly concerned that one miscalculated move could undo years of reputation-building.

The Hidden Cost of Going Global

The disagreement sharpens around the realities of international logistics. Meghan is reportedly keen to establish As Ever as a player in the British luxury market, positioning her signature jams and home goods alongside heritage brands with decades of trust behind them.

But industry analysts note that in 2026, global retail expansion is no longer just about viral launches. Cross-border shipping, warehousing, regulatory compliance, and returns infrastructure demand deep capital reserves and patience — especially for a celebrity-led brand under constant public scrutiny.

Harry’s hesitance, sources say, is informed by timing. With several of the couple’s high-profile media deals approaching transition or restructuring, he is reportedly uneasy about committing substantial resources to what critics might dismiss as an over-leveraged lifestyle gamble.

Mogul Versus Guardian

The tension also reflects how the Sussexes’ roles have evolved since relocating to California. Meghan has fully embraced the identity of founder and mogul, viewing As Ever as her clearest path to independence and long-term wealth. From that perspective, Harry’s caution can feel less like partnership and more like doubt.

Harry, however, appears to be operating from a different instinct — that of guardian. Raised inside the most powerful legacy brand in the world, he understands how easily prestige can be diluted through over-commercialization. Insiders suggest he favors a slower, boutique-style growth strategy that protects long-term credibility over short-term domination.

The UK: Opportunity or Minefield?

Nowhere is the divide more pronounced than in the decision to target the UK market. For Meghan, success in Britain would be symbolic — proof that her brand can thrive in the country where she once faced intense scrutiny.

For Harry, the UK remains a reputational minefield. Marketing experts warn that a poorly calibrated launch could revive accusations of “selling royalty back to the public,” a narrative he is reportedly desperate to avoid.

Sources describe increasingly “frosty” strategic discussions at their Montecito base, as Meghan pushes forward with production timelines while Harry urges restraint.

A Defining Test

The debate over As Ever is no longer just about jam jars and candles. It has become a stress test of the Sussexes’ post-royal model — one that demands alignment as they shift from storytelling to retail, from symbolism to balance sheets.

Meghan’s ambition may be the engine of their commercial future. Harry’s caution may be the safeguard against overreach. Whether those forces can coexist — or collide — will determine whether As Ever becomes a global success story or a cautionary tale of celebrity expansion.

In high-end retail, fortune favors the bold.
In royal reputations, it often favors the wise.