Insiders describe Montecito startup as a 'logistical nightmare' despite mounting publicity
Meghan Markle’s new lifestyle brand As Ever is launching today—but according to insiders, the project has already sparked significant frustration behind the scenes, particularly among Netflix staff involved in the rollout.
The Duchess of Sussex’s Montecito-based venture, which features artisanal products like jam, honey, herbal tea, and crepe mix, is being developed alongside her upcoming Netflix series With Love, Meghan. Netflix, as a business partner, is also planning to distribute the products in two of America’s major shopping malls later this year.
However, sources close to the project have described it as a “logistical nightmare,” citing last-minute changes and internal disorganisation. The brand initially operated under the name American Riviera Orchard before undergoing a late-stage rebranding to As Ever, reportedly adding more pressure to an already overextended team.
“There’s already so much drama surrounding the project that the team is over it before it has even launched,” a source told the Daily Mail.
Despite the internal concerns, Meghan, 43, is said to be enlisting the support of celebrity friends to promote the brand online, hoping to build social media buzz and visibility. Still, doubts remain within the team about whether As Ever can break through commercially in a crowded lifestyle market.
In a recent newsletter, Meghan described the launch as a “pivotal moment,” signalling her personal investment in the brand’s success—though its early turbulence suggests the road ahead may not be entirely smooth.
