Meghan Markle's lifestyle brand has been ridiculed by some of Prince William and Princess Kate's friends, who allegedly dubbed it "embarrassing" and "rushed" after giving it a brutal nickname. The Duchess of Sussex launched her lifestyle brand, As Ever, back in March, which she renamed from American Riviera Orchard after facing various trademarking setbacks since last year.
As Ever has launched one full collection of products featuring jam, cookie and crepe mixes, teas, honey, and edible flower sprinkles, another limited edition spread and honey a couple of months later, and two different rosé wines. And despite the so-called "peace talks" between the Sussex camp and that of the King taking place last month in London, new reports suggest the rift between Prince Harry and Meghan and the Prince and Princess of Wales is far from being on the mend.
A new report claims that some of William and Kate's friends were very candid about Meghan's latest business venture when she announced her brand's new name earlier this year.
According to Bella magazine, the friends reportedly called As Ever "As If" hinting to "as if it will take off".
A source told the outlet, "It's caused quite a bit of laughter within the group. WhatsApp messages have been going back and forth.
"It's all very budget and rushed. Embarrassing, really."
Meghan's As Ever products have received mixed reviews from fans and royal watchers, with some people liking them and others rating them very low.
Her latest offering, a Napa Valley Rosé 2024 - described as evoking the same "soft notes of stone fruit, gentle minerality, and a lasting finish" was released last Tuesday.
It came just over a month after the previous rosé was launched and sold out in less than an hour.
Meghan's launches for As Ever had raised eyebrows after all releases sold out within minutes, prompting fans and royal watchers to question the amount of stock available.
But the Duchess managed to address the issue with the latest launch, as nearly one week later, her wine is still in stock.
