Nicolai Haugsted
In just 10 years, Markle has apparently not only changed her opinion, but turned it into a profit.
Price tags attached to celebrity lifestyle brands often attract attention. Meghan Markle’s latest product launch is proving no exception.
Fresh scrutiny has emerged around the Duchess of Sussex’s lifestyle venture, As Ever, after critics highlighted remarks she made nearly a decade ago about expensive home goods and luxury branding.
Discussion centers on a 2016 appearance promoting her former blog, The Tig, shortly after her relationship with Prince Harry became public.
A Different Message in 2016
During a conference appearance in Atlanta, Meghan described her approach to lifestyle recommendations as accessible rather than exclusive.
“There are no $100 candles on my site – that’s so obnoxious.”
At the time, she said she wanted products featured on her platform to remain within reach of ordinary consumers and described the concept as aspirational while still attainable.
Remarks have resurfaced following the launch of products through As Ever, which includes fruit spreads, chocolates and scented candles.
And this new business adventure has not been well received by Express’ writer Chris Riches.
Luxury Products Draw Attention
Several candle products sold through the brand carry prices that have prompted debate online.
Individual candles are listed at $64 each, while multi-product collections can cost significantly more.
Product descriptions link various scents to personal memories, including family experiences and milestones from Meghan’s life.
Supporters view the range as a premium lifestyle collection aimed at consumers interested in luxury home goods. Critics argue that the pricing appears difficult to reconcile with her earlier comments about affordability.
Critics Point to Contradiction
Commentators have seized on the contrast between Meghan’s previous statements and her current business venture.
One critic quoted in the discussion argued: “Ironically, she is now selling candles on her website for more than $100. This is how your own words can come back to bite.”
Debate has spread across social media, where users have compared prices from As Ever with the remarks Meghan made while promoting The Tig.
Building a Lifestyle Brand
Launch of As Ever forms part of a broader effort by the Duchess of Sussex to expand her commercial and media projects.
Brand combines food products, home goods and lifestyle-focused merchandise, reflecting themes that also featured prominently on The Tig before it was closed.
Questions surrounding celebrity branding, luxury pricing and authenticity are unlikely to disappear anytime soon. For now, renewed attention on a nearly decade-old interview has added another layer to the conversation surrounding Meghan’s latest business venture.
