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5 Surprising Ways Meghan Markle Is Using Her Local Bookstore To Launch 'As Ever' (Latest 2025 Updates)

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The Duchess of Sussex, Meghan Markle, has strategically placed a local bookstore at the center of her latest business venture, 'As Ever,' sparking both intrigue and controversy among royal watchers and business analysts as of December 22, 2025. While rumors of her owning a bookshop have circulated, the reality is a more calculated move: using her neighborhood's beloved literary hub, Godmothers Bookstore in Summerland, California, as a high-profile, community-focused launchpad. This tactic provides a personal, approachable backdrop for her revamped lifestyle brand, which has faced scrutiny since its initial announcement as American Riviera Orchard. This deep dive examines the most recent updates from late 2025, revealing the surprising ways Meghan is integrating the world of books with her commercial ambitions, leveraging her personal connections and the Montecito community's support to shape the narrative around 'As Ever.' Her appearances alongside figures like Prince Harry and Oprah Winfrey at the small shop have turned a quiet local business into a global talking point, demonstrating a clear, if debated, strategy for her post-royal career.

The Godmothers Bookstore Connection: A Local Hub for the Duchess

Meghan Markle’s association with Godmothers Bookstore is not a coincidence; it is a carefully chosen, highly visible show of community support that doubles as a business platform. The store, located in Summerland, not far from her Montecito home, has become a focal point for the Duchess of Sussex's public life.
  • The October 2025 Surprise Visit: In a highly publicized event on October 23, 2025, Meghan made a surprise appearance at the bookstore. The visit was to support her long-time friend and former sorority sister, Courtney Adamo, who was hosting a book event.
  • A 'Demystifying' Persona: During her visit, the Duchess shared a rare insight into her personal life, including a comment about her daughter, Lili (Lilibet), and spoke about how these interactions "demystify" her public image. She noted that people who walk in feel a connection, saying, "Oh, she's in this with me."
  • Royal and Celebrity Backing: The store has also been the setting for other high-profile appearances, including one with Prince Harry and even Oprah Winfrey, further cementing its status as a key location for the Sussexes’ ventures. Prince Harry is even said to have inspired the name behind Godmothers Books.
The choice of a local, independent bookshop over a grand commercial launch venue underscores a desire to project an image of authenticity and community engagement, a stark contrast to the formality of her previous life in the Royal Family.

'As Ever' and the Bookstore Controversy: Selling Lifestyle Products on Literary Shelves

The most contentious aspect of Meghan’s bookstore involvement is the direct link to her rebranded lifestyle venture, 'As Ever.' This new business, which was initially announced as American Riviera Orchard, is reportedly using the small bookshop to sell its products. The 'As Ever' brand is an ambitious undertaking, with trademark filings covering a vast array of products far beyond the scope of a traditional bookstore. The expected product lines include:
  • Cookbooks and food items.
  • Servingware and home decor.
  • Stationary and pet food.
  • Yoga gear and wellness products.
This has led to significant criticism. Some critics have openly "ridiculed" Meghan Markle for using the bookshop to sell merchandise from what they perceive as a "struggling" lifestyle brand. The debate centers on the appropriateness of mixing literary culture with commercial lifestyle products, suggesting a blurring of lines between genuine community support and business promotion. The initial launch of the brand has been described as facing a number of setbacks, adding pressure to the new 'As Ever' rebranding. However, the bookstore provides a tangible, physical location for the brand's debut collection, offering a unique retail experience that bypasses traditional, large-scale department stores.

From 'The Tig' to 'As Ever': Meghan's Evolving Brand Strategy

The strategic use of a community bookstore is a modern evolution of the brand-building blueprint Meghan Markle established years ago with her successful lifestyle blog, *The Tig*. *The Tig*, which she ran before becoming the Duchess of Sussex, was a celebrated lifestyle site that covered food, travel, fashion, and beauty. It built a loyal following by offering a curated, aspirational, yet personal view of her life. The new 'As Ever' venture is a direct, commercialized successor to this concept. The bookstore appearances are a key part of this ongoing strategy: 1. Re-establishing Authenticity: By appearing at a small, local shop, Meghan is attempting to recapture the personal, relatable connection she had with her audience through *The Tig*. This contrasts with the highly formal and often distant image of the Royal Family. 2. Targeting the Affluent Market: Montecito and Summerland represent a highly affluent, wellness-focused demographic in California. Launching products in a neighborhood bookstore caters directly to this desired customer base for high-end home and lifestyle goods. 3. Harnessing Literary Credibility: By associating her brand with books and a literary environment, she subtly elevates the perceived quality and thoughtful curation of her 'As Ever' products, from stationary to home goods. The journey from a lifestyle blog to a global commercial brand has been complex. In 2019, Meghan even revealed she felt "uncomfortable" sneaking into a New York City bookstore, highlighting the challenges of maintaining a normal life while being a global figure. Her current, open support of Godmothers Bookstore shows a significant shift, demonstrating a new comfort and calculated confidence in leveraging her celebrity for her entrepreneurial goals. The 'As Ever' brand, which was announced on March 14, is expected to roll out its products in the months following a Netflix project, suggesting a highly coordinated media and retail strategy.

Future Ventures and the Power of the Local Launchpad

As of late 2025, the focus remains on the full launch of 'As Ever,' with the Godmothers Bookstore serving as a crucial, physical anchor. This local launchpad gives the Duchess of Sussex a unique advantage: a place where she can control the narrative, offer a personal touch, and generate organic, high-profile media coverage simply by showing up. The debate over whether this is a stroke of genius or a sign of a "struggling" brand will continue to dominate headlines. However, the move is undeniably strategic. By supporting a local business and hosting events with high-profile friends like Oprah and Courtney Adamo, Meghan Markle is not just selling products; she is selling an entire California lifestyle—the very essence of her post-royal brand. This blend of community, celebrity, and commerce ensures that 'As Ever' will remain a topic of intense global discussion well into 2026.
meghan markle bookstore
meghan markle bookstore

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