In a twist that’s sending shockwaves through the celebrity business world, Meghan Markle’s highly anticipated lifestyle brand, now rebranded as **As Ever** (formerly American Riviera Orchard), is facing a glaring problem despite glowing reports from her inner circle. Insiders close to the Duchess of Sussex insist the team is “extremely satisfied” with the brand’s progress, touting steady organic growth and long-term potential. Yet fresh data paints a far more troubling picture: the vast majority of visitors to the As Ever website are leaving empty-handed, unable to complete a single purchase.
The brand, which officially launched products in early 2025 alongside Meghan’s Netflix series *With Love, Meghan*, has seen traffic surge in recent months—particularly since late 2025. Sources describe this as a positive sign of building momentum, with one As Ever insider telling the Daily Express: “It’s still early days for As Ever, but the trajectory so far gives us confidence in the long-term potential if we continue to build it in the right way.” The team reportedly remains optimistic about expansion, viewing current developments as ironing out the inevitable “gremlins” of a new venture, including supply chain tweaks and scalability improvements.
But here’s where the story takes a dramatic turn. New research reveals a huge “issue” at the heart of the operation: most people browsing the site simply cannot buy the products. Whether due to limited stock, shipping restrictions (currently only to select parts of the US), high demand causing instant sell-outs, or technical glitches, the end result is the same—shopping carts abandoned and fans frustrated. Reports indicate that while some items fly off the virtual shelves within minutes when restocked, the overall conversion rate is alarmingly low, leaving the majority of eager visitors disappointed and walking away without making a purchase.
This contradiction has fueled intense speculation about the true health of Meghan’s entrepreneurial pivot. Launched initially as American Riviera Orchard in March 2024 with teaser jam jars sent to celebrity friends like Mindy Kaling and Chrissy Teigen, the brand faced early hurdles including trademark disputes that forced a name change to As Ever in February 2025. Meghan explained the rebrand as a way to broaden the scope beyond Santa Barbara-specific products, allowing for everything from home decor and pet items to cookbooks and entertaining essentials—echoing the spirit of her beloved former blog, *The Tig*.
Despite the positive spin from her camp, critics point to a pattern of overpromising and underdelivering. The Netflix tie-in was meant to be a game-changer, with the show *With Love, Meghan* (delayed from January to March 2025 due to LA wildfires) positioned as the perfect platform to showcase the brand’s lifestyle ethos. Yet even with the exposure, the e-commerce side appears stuck in neutral for many would-be customers.
Industry watchers note that while sell-outs create buzz and exclusivity, they can backfire if potential buyers feel perpetually shut out. One retail analyst commented that “limited availability might drive hype in the short term, but sustained growth requires actually letting people buy the products consistently.” The restricted shipping zones further compound the problem, alienating international fans who have followed Meghan’s journey from royal life to California entrepreneur.
Meghan’s supporters argue this is all part of a deliberate, measured rollout—focusing on quality over quantity and building a loyal base organically rather than flooding the market. The insider emphasis on being “extremely satisfied” suggests internal metrics are trending upward, perhaps in audience engagement, social buzz, or backend operations rather than raw sales volume.
Still, the optics are tough: a brand promoted as accessible, joyful, and rooted in everyday hosting and thoughtful living is ironically inaccessible to most of its audience right now. Social media is buzzing with mixed reactions—some praising the “smart scarcity” model that mirrors luxury brands, while others mock the gap between the team’s satisfaction and fans’ empty carts.
As As Ever eyes future expansion, the pressure is on to resolve this core purchasing hurdle. Will Meghan’s team turn the tide with wider availability, more stock, and smoother checkout? Or will the “huge issue” of fans unable to buy become the defining story of her business venture?
One thing is clear: in the cutthroat world of celebrity brands, satisfaction behind closed doors means little if the public can’t get their hands on the goods. Meghan Markle’s As Ever may be on an upward trajectory according to those in the know—but for now, that path feels blocked for the very people it’s meant to serve.
Stay tuned as this royal-turned-entrepreneur navigates her next move. In Hollywood and Montecito alike, the stakes for this lifestyle empire have never been higher.
