Meghan Markle's As Ever Shop Could Have Made $4.5M in a Week

Newsweek

28-07-2025

Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources.
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Meghan Markle's audience data for her online shop As Ever hints at the potential for multimillion dollar earnings if she can increase the supply of products, Newsweek analysis shows.
The Duchess of Sussex released her first product run in April and sold out in minutes, as did a later drop in June and her first wine, a Napa Valley rosé, on July 1.
The lightning fast sales pose questions about how much Meghan could have made had the supply of produce been unlimited.
Newsweek has been told that the As Ever website had half a million page views in the week of the second launch, giving some insight into the scale of demand for her produce.
Meghan Markle is seen preparing flowers in a still from her Netflix show 'With Love, Meghan' and, inset, carrying a tray of food in a still from a clip she posted on Instagram.
Meghan Markle is seen preparing flowers in a still from her Netflix show 'With Love, Meghan' and, inset, carrying a tray of food in a still from a clip she posted on Instagram.
Courtesy of Netflix and Meghan, Duchess of Sussex/Instagram
Why It Matters
Demand appears to be far outstripping the limited number of goods available to buy currently, meaning Meghan is taking home only a fraction of what she could be earning.
What to Know
Newsweek used the page view data from Meghan's As Ever online shop to provide a rough estimate of the extent of demand.
If each of those viewers bought the cheapest product Meghan stocks, her $9 raspberry jam, then that suggests she could have earned $4.5 million in a week.
Of course, nothing in life is quite that simple and it is highly likely on the one hand that not all the half a million page views would have led to a sale.
On the other hand, it is just as likely that many of those who did buy would have purchased more than one item.
And they might also have opted for more expensive products, such as Meghan's most expensive food item, a limited edition orange blossom honey, priced at $28 a jar.
Then there's the wine, which sells at $30 a bottle with a minimum of three bottles per order, giving a final price tag of at least $90 for each customer. The first bottle, a Napa Valley rosé, also sold out in minute and she is still working on launching a follow-up sparkling wine.
Nick Ede, a U.K. based brand and culture expert, told Newsweek: "I think $4 million is a lot for what you can expect someone like Meghan to earn a week, but definitely they could be earning a million dollars a week.
"But I think the main thing is actually to get the product right. I think people are going onto her site to have a look at it, to see if there's new products available.
"That might skew those numbers a little bit. The expensive things like the wine, if she gets that right, that's where she's going to make her big bucks."
There are additional important caveats. Newsweek's figures estimate a possible revenue, but that does not account for her costs and therefore how much is left as profit.
And whatever the company does generate in profits would also be split with Netflix, who are an equity partner in the brand and would therefore be guaranteed a slice.
As Ede suggested, there might also have been an unusually high demand during the week of the product drop from people who are curious to try Meghan's range, but are not destined to become regular customers.
In other words, whatever the sales in her first week might not necessarily indicate her sales every week.
Newsweek's estimates are therefore, of course, not definitive, but they do lend additional insight into the metadata from her website and also the ongoing debate on whether Meghan's business is heading for success or failure.
Ede said he felt her greatest chance of success lay not in the food products that she originally used to launch As Ever, but rather the more recent addition of wine.
What People Are Saying
Nick Ede, a U.K. based brand and culture expert, told Newsweek: "She could at least be making millions of dollars in a week, but is that demand going to go? It's still a novelty product, not an essential product and that's what the issue is.
"Will you have repeat customers? I cannot imagine you will have people repeatedly buying crepe mix or flower sprinkles.
"And that's the biggest problem with this because the consistency isn't there. You buy one tin of tea and then think, well, actually I can get the same taste for cheaper."
Meghan's edible flower sprinkles were among the big points of debate after her With Love, Meghan cooking show, which is partnered with As Ever.
However, many mocked them on social media and they sell at $15 for an 0.18-ounce tin of flowers.
"I think the wine is actually different," Ede said, "because there's consistency there and people get a preference for a taste and a flavor and they actually like to provide that for birthdays and Christmases and also just have it in their fridge.
"If she gets that right, that's where she's going to earn her money. Focus on wine, get the supply side in place and have it available globally and have it distributed so you can go to a wine merchant and buy an As Ever wine. It doesn't necessarily have to be ordered online."
What Happens Next
Meghan is preparing to launch a new sparkling wine over the course of the summer.
Jack Royston is chief royal correspondent for Newsweek, based in London. You can find him on X, formerly Twitter, at @jack_royston and read his stories on Newsweek's The Royals Facebook page.
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