Machibet BetIs Meghan Markle competing with King Charles III? Her brand ‘As Ever�?mirrors Royal luxury line | - The Times of India

Is Meghan Markle competing with King Charles III? Her brand ‘As Ever�?mirrors Royal luxury line

TOI Lifestyle Desk / etimes.in / Updated: Apr 10, 2025, 17:33 IST
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Meghan Markle's lifestyle brand, 'As Ever,' has launched with premium, handcrafted products, drawing comparisons to King Charles's Royal label due to its luxury pricing. The debut raspberry jam, priced at $9, mirrors costs at the Highgrove Estate. Despite stepping back from royal duties, Markle navigates a blend of royal association and independence, evident in her brand's aesthetic and pricing strategy.
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Credits: Richard Pohle /(Newsweek.com)
Meghan Markle, the Duchess of Sussex, has launched her own lifestyle brand named 'As Ever'. Sober and sleek branding with handcrafted, curated, artisanal products has triggered a ripple among the citizens not just for its products but for the pricing it has�?which many believe is anything but coincidental.
A closer look at her premium products, which customers say are priced similarly to those sold under King Charles’s Royal label. Experts believe this to be a strategic royal family move.
A jar of raspberry jam—the first-ever product launched, priced at $9, matching the cost of high-end luxury products offered by King Charles�?Highgrove Estate. Items such as wildflower honey ($28), flower sprinkles ($15), and herbal tea ($12) reflect a top-tier packaging and pricing structure in line with luxury gifting trends and, notably, royal product ranges.
As cited in various media reports, sources say that the Duchess of Sussex did not want her products to be ‘bargain-bin,�?hence the higher pricing to match the level of royal family goods.
Meghan Markle and Prince Harry, after stepping back from their duties in 2020, remain in the public spotlight, navigating a fine line between royal associations and independence.
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Do you believe Meghan Markle's branding is influenced by her royal background?

Meghan Markle’s brand, aesthetically pleasing and perfectly hand-curated products, appears to be at the toe of this fine line collection. Her brand, ‘As Ever,�?aligns with the royal standards of monarchy, even without being formally tied to them.
Her brand, ‘As Ever,�?started with a different name: American Riviera Orchard. However, it faced legal complications, such as challenges over the trademark rights, prompting a more rebranding effort. Now the brand resembles a more British yet minimalist approach that seems to gel well with the audience's preferences. Within hours of its release, the debut jam was out of stock, though it was sold in very limited quantities.
Critics say Meghan Markle is simply using this cultural capital she earned while working with the royals to now explore independent creative ventures. Lastly, Ever's judicious pricing, targeted release, and luxury positioning are all obvious proof of Meghan Markle's savvy branding. As either a nod to her past or a declaration of her new status, Markle seems to be constructing a lifestyle empire merging royal majesty with California friendliness—a jar of jam at a time
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TOI Lifestyle Desk

The TOI Lifestyle Desk is a dynamic team of dedicated journalists who, with unwavering passion and commitment, sift through the pulse of the nation to curate a vibrant tapestry of lifestyle news for The Times of India readers. At the TOI Lifestyle Desk, we go beyond the obvious, delving into the extraordinary. Consider us your lifestyle companion, providing a daily dose of inspiration and information. Whether you're seeking the latest fashion trends, travel escapades, culinary delights, or wellness tips, the TOI Lifestyle Desk is your one-stop destination for an enriching lifestyle experience.

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