The Duchess of Sussex last week (2 April) unveiled her eagerly awaited As Ever brand.
In response to Donald Trump’s recent international tariffs, Meghan Markle has now voiced her concerns about the potential effects on her company.
When the 43-year-old Duchess of Sussex debuted her As Ever brand last week (2 April), a number of her items quickly sold out to consumers worldwide.
But the launch coincided with the 78-year-old Republican leader’s “Liberation Day” event, during which he revealed the list of reciprocal tariffs that Trump plans to slap on other countries around the United States.
As Ever sells a limited-edition wildflower honey with honeycomb (worth $28) and a variety of hibiscus, peppermint, and lemon ginger herbal teas ($12 each), Meghan talked candidly about whether she believes Trump’s controversial economic decisions will impact the company in an interview with Fortune five days after the tariffs were announced on Monday, April 7.
“All of our products are currently made in the United States,” she informed the outlet.
The mother-of-two continued: “But as we look at the larger context of how this is going to affect the consumer day to day, I’m very grateful that in part of the conception of this brand, I wanted to create products that look more prestige, but are more accessible and affordable.”
Meghan also discussed how she believes a recession resulting from the tariff move may affect her brand.
“I think during any time of recession, people still want to find creature comforts, items that can bring them joy,” she said.
As Ever currently ships to every state in the union, but it intends to grow globally as well.
The brand’s pricing has drawn criticism, with some items being priced between $9 and $28, although Meghan correctly noted that the majority of our SKUs are around $20.
“From our standpoint, certainly for me, even in the expansion of the brand, things should still feel accessible.”
The first episode of Meghan’s new podcast, Confessions of a Female Founder, was released yesterday, April 8, so her current endeavours aren’t limited to her Netflix lifestyle series, which debuted last month (4 March).
“I’m talking about what I’m going through as I’m going through it, not with reflection after some time, not with that different vision you can have when you think about hindsight 20/20,” she stated to the publication.
“While it created a very, very tight schedule… it just felt like the right move to do the storytelling justice.”
