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5 Shocking Truths Behind Meghan Markle's 'As Ever' Business Relaunch: Is She Chasing Billionaire Status?

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The Duchess of Sussex, Meghan Markle, is currently navigating the most pivotal phase of her post-royal career, launching a new, ambitious business empire that is constantly evolving. As of December 22, 2025, the central pillar of this strategy is her lifestyle brand, now known as 'As Ever,' a swift rebrand from its original name, American Riviera Orchard. This venture, alongside a significant new podcast deal, represents a comprehensive and aggressive push to solidify her financial independence and media influence, moving past the high-profile but ultimately terminated deals with Spotify and other media giants. The world is watching closely to see if this pivot can truly establish her as a global entrepreneurial force.

This deep dive explores the strategic moves, the controversies, and the ultimate financial goals driving Meghan Markle's evolving business ventures, revealing the five major truths behind her 'As Ever' relaunch and her quest for a billion-dollar brand.

Rachel Meghan Markle: A Complete Professional Profile

Rachel Meghan Markle was born on August 4, 1981, in Los Angeles, California.

Her parents are Doria Ragland, a clinical therapist and yoga instructor, and Thomas Markle, a former television lighting director.

She attended Northwestern University, where she double-majored in Theatre and International Relations.

  • Full Name: Rachel Meghan Markle
  • Born: August 4, 1981 (Age 44 as of late 2025)
  • Birthplace: Los Angeles, California, USA
  • Parents: Doria Ragland (Mother), Thomas Markle (Father)
  • Spouse: Prince Harry, Duke of Sussex (Married 2018)
  • Children: Prince Archie and Princess Lilibet
  • Former Occupation: Actress (Best known for playing Rachel Zane on the TV series *Suits* from 2011 to 2018)
  • Pre-Royal Business: Founder of the lifestyle blog *The Tig* (2014–2017)
  • Current Title: Duchess of Sussex
  • Estimated Combined Net Worth (with Prince Harry): Approximately $60 million (as of 2025)

1. The Strategic Rebrand: From American Riviera Orchard to 'As Ever'

The biggest and most recent development in Meghan Markle's business journey is the complete overhaul of her new lifestyle brand.

The venture was initially launched in March 2024 under the name "American Riviera Orchard," a nod to the couple's home base in Montecito, California.

However, the brand quickly underwent an awkward, yet strategic, rebrand, changing its name to the more concise "As Ever."

The Problem with the First Name

The original name, American Riviera Orchard, was widely criticized for being a "word salad"—too long, too convoluted, and difficult to trademark and market globally.

The Duchess herself reportedly acknowledged the issues, leading to the swift decision to simplify the brand identity.

The new name, 'As Ever,' is viewed by branding experts as a cleaner, more elegant, and more scalable option for a luxury lifestyle brand.

The Initial Product Line and Controversy

The first product to be rolled out was a limited-edition jar of strawberry jam, which was sent to a select group of influencers and friends.

The strategy was to build exclusivity and buzz through word-of-mouth marketing before a full public launch.

However, the brand has already faced controversy. There was a report of a "business mishap" where the Duchess had to issue refunds to customers for a certain product being sold under the 'As Ever' banner.

Furthermore, the brand was reportedly "slapped with a ban" on marketing clothing due to its resemblance to another, budget-friendly Chinese fashion brand with a similar name, forcing a potential narrowing of the product scope.

2. The Media Pivot: From Spotify Exit to Lemonada Media Power Play

Meghan and Prince Harry's initial post-royal plan relied heavily on massive, multi-year media deals, most notably the $20 million podcast deal with Spotify.

That deal ended prematurely in 2023, with a Spotify executive suggesting the partnership "didn't work" because it failed to "make consumers happy."

This failure triggered a complete re-evaluation of her media strategy, leading to a significant pivot in early 2024.

The New Podcast Home

In February 2024, the Duchess of Sussex announced a new podcast partnership with Lemonada Media.

Lemonada is a well-respected independent podcast network known for its focus on women's voices and social impact.

This move is highly strategic, as it allows Meghan to distribute her existing "Archetypes" podcast and launch a brand new show focused specifically on women in business.

The Focus on Female Entrepreneurship

The new podcast, set to launch its first season in 2026, will center on female entrepreneurs and business leaders.

This directly ties into and cross-promotes her 'As Ever' brand, positioning the Duchess not just as a celebrity endorser but as a thought leader in the business world.

This dual-pronged media and commerce approach is a classic celebrity-to-mogul strategy, aiming to build topical authority and trust with her target demographic—affluent, socially conscious consumers.

3. The Billionaire Ambition: Chasing the Gwyneth Paltrow Model

Royal commentators and business analysts widely report that Meghan Markle's ultimate goal with the 'As Ever' brand is to achieve the coveted "billionaire status."

The entire business model is a clear attempt to replicate the success of other celebrity-founded lifestyle empires, most notably Gwyneth Paltrow's Goop.

The Goop Blueprint

Like Goop, 'As Ever' is focusing on high-end, aspirational lifestyle products that blend modern elegance with a sense of personal, curated luxury.

The initial trademark filings for American Riviera Orchard were extremely broad, covering everything from kitchenware, gardening tools, and pet products to stationery, jams, and clothing—a clear intention to build a sprawling lifestyle conglomerate.

This extensive product list signals a long-term vision to monetize her personal brand across multiple high-margin categories.

The Financial Context

While the combined net worth of the Duke and Duchess of Sussex is estimated at $60 million, this wealth is largely tied to their initial media deals and inheritances.

Achieving billionaire status requires a massive, successful commercial venture, which is what the 'As Ever' business is designed to become.

The intense scrutiny and constant re-launching—including the trademark extensions and name changes—highlight the extreme pressure to make this venture a colossal commercial success.

4. The Archewell Connection: Integrating Philanthropy and Commerce

The 'As Ever' business is not operating in a vacuum; it is strategically linked to the couple's overarching organization, Archewell.

Archewell, which encompasses their non-profit foundation and their production/media arm (Archewell Productions), provides a philanthropic and values-driven framework for all their commercial activities.

A Values-Driven Brand

By integrating the lifestyle brand with Archewell's mission of community and compassion, Meghan can position 'As Ever' as a values-driven brand.

This allows her to appeal to a consumer base that prioritizes ethical sourcing, social impact, and conscious consumption—a key demographic for luxury lifestyle goods.

The content from the Lemonada podcast will further reinforce this narrative, creating a seamless loop between her media persona, her philanthropic work, and her commercial products.

5. The Future Outlook: What Success Looks Like for 'As Ever'

The success of Meghan Markle's 'As Ever' business will be measured by its ability to move beyond initial hype and establish itself as a sustainable, high-revenue brand.

The next 12-18 months will be critical, focusing on a few key areas:

  • Full Product Rollout: Moving beyond the initial jam and limited-edition gifts to launch a full, curated line of home goods, kitchenware, and potentially fashion accessories.
  • E-commerce Platform: The successful launch and scaling of a robust e-commerce platform that can handle high-volume sales and international shipping.
  • Media Synergy: The new Lemonada podcast must generate significant listenership and positive buzz, effectively serving as a marketing engine for the 'As Ever' products.
  • Trademark Resolution: Successfully navigating the trademark filing for 'As Ever' to ensure the brand has legal protection across all desired product categories, especially following the reported "clothing ban."

The Duchess of Sussex is clearly committed to building a lasting business legacy. Despite the early stumbles and the intense public scrutiny, the strategic rebrand to 'As Ever' and the calculated media pivot demonstrate a determined entrepreneurial spirit, one that is focused on turning her global fame into a multi-million-dollar, and perhaps eventually, a billion-dollar enterprise. It is a high-stakes game of business and branding, and the world is eagerly awaiting the next chapter.

meghan markle as ever business
meghan markle as ever business

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