First Brick-And-Mortar Hub For Meghan Markle's As Ever Quietly Humbled Her With Just 7 Words
In 2025, Meghan Markle made some major strides with her latest business venture. As Ever's rollout initially faced some hiccups, but the Duchess of Sussex managed to move it from an online-only business to a brick-and-mortar store in November of that year — just in time for the holiday season. Godmothers bookstore in Summerland, California, agreed to stock her products, and As Ever's fruit spreads ended up on Oprah Winfrey's holiday must-haves list. All was well. But since Prince Harry and Meghan's shocking return to the U.K., things look a little different, and the brand's first physical hub appears to have quietly humbled the duchess.
Shortly after they landed in the U.K. in late August 2026, Caroline Graham, the Daily Mail's U.S. editor paid a visit to Meghan and Harry's Montecito neighborhood to gauge how folks felt about their departure (hint: they didn't care), as well as Godmothers, to have a look at the former "Suits" star's products. Only, there were none. The signs that used to advertise the As Ever section were gone, as were all of the flagship products, save for three tins, of which Graham didn't specify the contents. She asked a shop assistant about the lack of As Ever products, and they were momentarily confused, before admitting to Graham, "I don't think I know that company?"
When she clarified it was Meghan's brand, they replied, "Oh, we don't stock it any more." Given Godmothers is owned by two of the duchess's friends, that must sting. Still, there's no telling whether the decision not to stock the products was Meghan's or the store's. The general consensus among the Sussexes' former neighbors, however, is that they're glad to see the back of them. "No one cares. They came and they've gone. We're indifferent," one clothing store assistant told Graham.
Meghan Markle is trying to launch As Ever in the U.K.
As Ever might not have left much of an impression stateside, but its founder is nothing if not resilient. While Prince Harry and Meghan Markle's major priority after their U.K. return is their two kids, Prince Archie and Princess Lilibet, the Duchess of Sussex has carved out some time to orchestrate a launch for her brand. Rumors swirled that she would continue building As Ever despite the big move when news of the Sussexes' departure from the U.S. broke. Those stories were confirmed in October 2026 when The Sun reported that Meghan would be selling As Ever-branded scented candles, tea tins, and limited-edition bookmarks adorned with phrases in her handwriting in the U.K.
As Ever's signature product — its variety of jams — will not be available, however. This is because of the import and export regulations that are in place for produce. As such, for the foreseeable future, As Ever will stake a claim across the pond without its flagship product. Marie Claire argued that the brand simply doesn't pack the same punch without its variety of spreads. Meanwhile, Hello! magazine's royal editor, Emily Nash, warned during an episode of the "A Right Royal Podcast" that Meghan is in dire need of creating "other revenue streams" for her products after her "With Love, Meghan" Netflix lifestyle show, which also promoted the products, fell flat.
Still, the former "Suits" star has made it clear she's proud of what she's built, despite all the challenges As Ever has faced along the way. "As I pinch myself looking at how this brand has grown, and as we introduce our holiday collection, I feel very proud, and grateful," Meghan gushed in an Instagram post announcing its 2026 seasonal selection.