‘Not a long-term strategy': Meghan Markle's As Ever company slammed by industry experts in scathing review
The Duchess of Sussex has spent the last two years working on a lifestyle brand and has earmarked plans to sell a range of products include homewares, cooking utensils, make-up and even pet food.
Markle originally called the venture American Riviera Orchard and soft launched a line of strawberry jams before scrapping the ARO moniker and re-launching as 'As Ever' in February.
The former working royal has since sold limited runs of a variety of conserves as well as a line of wines through the As Ever website.
Industry insider Phillip Millar and Californian marketing executive Camille Moore, who have advised top brands such as Dior and Mercedes-Benz, recently examined Markle's business acumen to date.
'I feel like she's doing such a brutal or good job, depending on how you're looking at it, of getting this like free PR and then absolutely s****** the bed,' Ms Moore said while speaking on The Art of the Brand podcast.
Mr Millar agreed, suggesting As Ever was merely a way of 'maximising the value from her fame that came from Suits and being a part of the Royal Family'.
"They're just milking that for everything they can,' he said.
'You can make short-term money from it, but it's not a long-term strategy.'
The experts also took aim at Markle's boasts about 'selling out' her jams and wines on her website without disclosing how many units she produced.
'Confectionery scarcity doesn't matter,' Mr Millar said.
The harsh feedback comes after Markle reportedly drew the ire of Buckingham Palace after posting a note reading "With the Compliments of HRH The Duchess of Sussex" to promote her brand on social media.
The move appeared to directly contravene the Sussexes' commitment not to use the HRH in commercial or public settings after stepping back as working royals in 2020.
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