Meghan Markle's lifestyle brand, As Ever, may leverage her anticipated return to the UK to expand its narrative and product offerings. Branding experts suggest that while the brand will likely remain US-led, Britain could serve as a new backdrop for storytelling, potentially incorporating British heritage ingredients and collaborations.
As Ever, which has focused on a California-inspired aesthetic featuring food, entertaining, and gardening, already has UK trademark protection across various categories, according to Jordan Baker, founder of Fair Public Relations. This existing protection allows for the introduction of British elements without necessitating a complete overhaul of the business's operational structure. Experts envision potential for limited-edition English preserves, teas, or seasonal homeware, possibly accompanied by marketing campaigns that evoke a British countryside setting.
"I could absolutely see limited-edition English preserves, teas, seasonal homeware or collaborations with British makers because those products would immediately give the brand a new story... a Cotswolds photoshoot with a basket of damsons and a linen apron practically writes itself!" Baker told the Daily Mail.
Rebecca May, a PR expert, suggested that a move to the UK aligns perfectly with As Ever's established themes of tea, jam, and country living, potentially making the brand feel more regal and appealing to American consumers. May speculated about the possibility of an artisan café, farm shop, or even events like flower nurseries and craft classes, transforming the brand into a broader lifestyle destination.
Michael Fahey, Founder and CEO at Fahey Communications, views the potential move as a significant branding opportunity. He noted that Britain could allow As Ever to evolve from a "Meghan’s California lifestyle" brand to simply "Meghan’s lifestyle," making it more portable and globally scalable. However, he also cautioned that the brand's close association with Markle means personal decisions can have business implications.
"California gave Meghan reinvention. Britain gives her a homecoming story. From a marketing standpoint, that's an incredibly powerful narrative if she handles it carefully," Fahey stated.
Evan Nierman, Founder and CEO of Red Banyan, highlighted a potential challenge: As Ever currently ships only within the United States, despite significant website traffic from overseas. Living in the UK while being unable to serve British customers presents a market gap that may need to be addressed.
Recent speculation suggests Prince Harry and Meghan may have secretly stayed in the Cotswolds during a prior visit to the UK, indicating interest in the region for their next home. Reports suggest the couple may have already found a residence and enrolled their children in a local preparatory school, with their relocation to the UK anticipated within the next two weeks. The exact location of their new home is being kept confidential for security reasons. This potential move to the UK could provide a new narrative chapter for As Ever, evolving its brand identity beyond its current Montecito aesthetic.