August M
Building a global brand from scratch takes a massive amount of time, money, and thick skin.
When a high-profile celebrity steps into the business world, critics watch their every move, waiting for the slightest misstep. According to The Daily Express, a sudden wave of rumors has forced one famous entrepreneur’s team to step in and clear the air
Rough waters ahead
The Duchess of Sussex launched her lifestyle brand, As Ever, in 2025 alongside her Netflix cooking show, With Love, Meghan. The Daily Express revealed that the business website originally enjoyed an impressive 36 percent growth in traffic.
But the good news did not last. Recent reports suggested that online traffic dipped during the first three months of the year, with critics tying this slump to a drop in her US popularity.
Some sources even claimed the brand might collapse before December due to slow moving stock.
Entirely false claims
Representatives for the Duchess quickly hit back. A spokesperson addressed the financial gossip directly, stating that the claims are “entirely false and based on speculation”.
The team expanded on this in a statement to the Daily Express. They wrote: “Recent claims suggesting that As Ever is facing financial difficulties or bankruptcy are entirely false and based on speculation rather than fact.”
The statement continued: “As Ever continues to grow as an independent business, supported by a strong customer community and an exciting pipeline of future products. As with any growing brand, we make decisions based on long-term planning and customer demand, not tabloid conjecture.”
They concluded: “The continued appetite for As ever products speaks for itself, and we remain focused on what matters most: delivering quality products and building a brand that our customers love.”
Expiry date drama
Newsweek also gathered web traffic data and looked at a new YouGov survey. The outlet’s royal editor, Jack Royston, noted: “There appears to have been a decline in her US popularity at broadly the same time as a significant drop in US visitors to her website.”
Meanwhile, Daily Mail columnist Alison Boshoff warned that expiry dates on the brand’s jams and teas are fast approaching. She claimed there was more chance of King Charles “taking a swim in a pool of Meghan’s homemade conserve than her selling all her stock” before time runs out.
A source speaking to Woman’s Day echoed those fears, warning that “Unless she and Harry have some miracle up their sleeve, there might be no saving this business.”
Sources: The Daily Express, Newsweek, Daily Mail, Woman’s Day
