Kathrine Frich
Cisitor traffic to the official As Ever website fell by 33 percent between January and April
Starting a new business is a high wire act. Even the most famous faces cannot guarantee instant retail success when launching a fresh brand. A beautiful aesthetic only takes a company so far.
A royal pivot
Since stepping back from official duties, Meghan Markle and Prince Harry have built a new life in California. They live in a sprawling Montecito estate and often share glimpses of their sunny surroundings.
But creating an independent income stream is complicated. After several large corporate deals fizzled out, observers are now questioning the health of their lifestyle brand, As Ever.
An unnamed source recently told Women’s Day that the situation behind closed doors is tense. The insider claimed the couple feels massive pressure to maintain their lifestyle.
“The atmosphere in Montecito is strained right now. The financial reality has finally hit home and Meghan is in panic mode,” the source told the publication.
Expiring pantry goods
The informant alleged that the money is simply not rolling in like it used to. The brand must generate serious revenue to keep the lights on.
“While they look like millionaires on paper with that $60 million net worth, their actual liquid cash appears to be dwindling,” the insider stated.
Data indicates that visitor traffic to the official As Ever website fell by 33 percent between January and April. Royal expert Alison Boshoff also pointed out another practical hurdle.
The company sells perishable items like jams, teas, and tins of flower sprinkles. Those products have looming expiration dates, and moving them quickly is essential.
Pushing back hard
“Unless she and Harry have some miracle up their sleeve, there might be no saving this business,” the insider told Women’s Day.
Despite the gloomy outlook, the brand is fiercely defending its position. A company representative firmly rejected the bankruptcy rumors in a statement to the Daily Express.
“Recent claims suggesting that As ever is facing financial difficulties or bankruptcy are entirely false and based on speculation rather than fact,” the spokesperson said.
The representative called the rumors tabloid conjecture and insisted the business has an exciting pipeline of future products.
“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,” the spokesperson concluded.
Sources: Daily Express, Women’s Day
