A deep-dive brand audit of Meghan Markle’s lifestyle venture and the strategic framework it needs to succeed

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When As Ever sold out in less than one hour during its April 2025 launch, it proved something crucial: there’s genuine demand for what Meghan Markle is building. But as reviews have been brutal and the brand struggles with consistency, it’s clear that initial excitement isn’t enough to sustain long-term success.

As a brand strategist, I see As Ever differently than the critics do (listen, I am ALLLLLL about this brand and the asthetic it is trying to convey. 100000%). This isn’t a vanity project or royal cosplay, it’s a brand with genuine potential trapped in strategic confusion. And luckily, it’s fixable.

Here’s what’s really happening with As Ever, why it matters, and exactly how Ridge Ln. would approach fixing it.

The Brand Audit: What’s Actually Working

Let’s start with what As Ever gets right, because there’s more than people realize (or gives credit for):

Market Timing Is Perfect

The lifestyle space is primed for disruption. Consumers are moving away from mass-produced, well…everything and toward brands that feel personal, seasonal, and intentional. Sustainability is now a central aspect of any modern brand strategy, and As Ever’s small-batch, artisanal positioning hits this perfectly.

The Aesthetic Foundation Is Strong

The visual identity (insert chef’s kiss here) – watercolor palette, handwritten typography, delicate packaging, creates immediate emotional connection. It whispers “slow living” and “quiet luxury” in ways that feel authentic to California and ‘Royal-core’ creating a space in the middle that turns into a new lifestyle culture.

Demand Validation Is Proven

Selling out in under an hour despite high prices isn’t luck. It’s proof that the target audience exists and is willing to pay premium prices for the right experience.

Product Quality Exists

While reviews are mixed, the actual products — from eight products that Meghan personally developed over the past year — show real development effort, not just branded commodities.

The Strategic Gaps That Are Killing Growth

But here’s where As Ever falters, and why even loyal Meghan fans are frustrated:

1. Identity Crisis at the Core

Visit asever.com and you’ll see the problem immediately. The brand describes itself as “a collection of products, each inspired by her long-lasting love of cooking, entertaining, and hostessing with ease.” That’s not a brand promise: it’s a hobby description. (Sorry, not sorry.)

The Problem: As Ever doesn’t know if it’s a food brand, a lifestyle brand, or a luxury goods company. Without category clarity, customers can’t understand when or why to choose it.

2. No Content Ecosystem

For a lifestyle brand launched by someone with Meghan’s storytelling background, As Ever is remarkably silent. There’s no blog, no recipe content, no behind-the-scenes story development. The Instagram exists but feels more like product announcements than lifestyle inspiration. This is what intrigued people from the get go (well, intrigued me for sure). I saw a brand that was beautiful and asthetic and made me feel like I want to romanticize little aspects of my life more (like the homepage image, envisioning myself carrying a basket of a beautifully labeled bottle of rose with oranges and flowers…you get the idea.).

The Problem: Lifestyle brands live or die on aspiration and education. As Ever provides neither consistently.

3. Authenticity Questions Undermine Trust

The early legal issues around naming rights and logo similarities created unnecessary doubt about the brand’s thoroughness and authenticity. In lifestyle branding, trust is everything.

The Problem: When customers question whether the founder actually uses the products, premium pricing becomes impossible to justify. As well as if the brand should be trusted.

4. Distribution Strategy Lacks Logic

Selling exclusively through periodic drops creates artificial scarcity but also massive customer frustration. Recent restocks suggest the brand is trying to solve this, but without clear communication about availability or future plans.

The Problem: Drop culture works for streetwear and limited fashion. For pantry staples like jam and honey, it creates more problems than excitement. People will grow more frustrated and will start to fall off as brand followers.

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The Strategic Framework As Ever Actually Needs

If Ridge Ln. were brought in to course-correct and lend our skills to As Ever, here’s the strategic approach we’d take:

Phase 1: Brand Foundation Reset (Months 1-3)

Define the Core Promise As Ever needs to own one clear territory: “The art of intentional hosting.” Not cooking, not luxury goods, not lifestyle everything — hosting. This gives the brand:

• Clear category positioning against Martha Stewart (too corporate) and Ina Garten (too casual)
• Natural expansion path into table settings, linens, and seasonal food items
• Built-in content strategy around occasions, recipes, and hosting tips
• Direct connection to Meghan’s actual expertise and interest

Restructure the Product Architecture Instead of random artisanal items, organize everything around hosting occasions:

• Seasonal Collections: Spring garden party, summer evening, autumn harvest, winter gathering
• Occasion Bundles: First dinner party, holiday hosting, intimate brunch
• Host Essentials: The basics every intentional host needs in their pantry

Build Content Infrastructure Launch “The Intentional Host” — a content platform featuring:

• Seasonal hosting guides and occasion planning
• Simple, beautiful recipes using As Ever products
• Table styling and entertaining tips from Meghan
• Guest contributor features (established lifestyle voices)
• Behind-the-scenes content showing real product development

Phase 2: Market Position & Messaging (Months 2-4)

Reframe the Narrative Position As Ever as the bridge between “throwing something together” and “perfect Pinterest party.” The message: hosting should feel effortless, not stressful.

Develop Brand Voice & Values

• Voice: Warm, knowledgeable, encouraging (not aspirational or intimidating)
• Values: Quality over quantity, seasonal awareness, genuine connection
• Differentiator: Takes the guesswork out of gracious hosting

Create Customer Journey Mapping Map every touchpoint from discovery to repeat purchase, ensuring each interaction builds trust and provides value beyond product sales.

Phase 3: Experience & Distribution (Months 3-6)

Fix the Availability Problem Move away from drop culture toward:

• Core collection always available
• Seasonal limited editions clearly marked and explained
• Pre-order system for popular items to manage supply/demand
• Transparent communication about production timelines

Develop Retail Strategy

• Start with direct-to-consumer foundation
• Expand to select specialty retailers (Williams Sonoma, local gourmet shops)
• Eventually explore grocery placement for core items (Target, Whole Foods, etc…)

Build Community & Advocacy

• Host customer events (virtual and in-person)
• Develop affiliate program with food and lifestyle creators
• Create user-generated content campaigns around real hosting moments

The Competitive Opportunity

Here’s what makes this strategy viable: there’s a genuine gap in the market.

Martha Stewart owns authority but feels corporate and intimidating. Ina Garten has warmth but limited product extension. Gwyneth Paltrow’s Goop has lifestyle breadth but wellness focus. Magnolia has expansion success but rustic positioning.

As Ever could own: Accessible luxury hosting for the modern entertainer.

Implementation Timeline & Metrics

90-Day Sprint:

• Brand foundation documentation and messaging framework
• Content calendar and first quarter of educational content
• Product catalog reorganization and seasonal planning
• Website redesign focused on education and community

Success Metrics:

• Customer lifetime value increase (target: 40% improvement)
• Average order value growth through bundling
• Content engagement rates and email subscriber growth
• Customer satisfaction scores and repeat purchase rates

Why This Matters Beyond As Ever

This brand audit isn’t just about fixing one lifestyle venture, it’s about understanding how celebrity brands can succeed in 2025’s market reality.

Brand trustworthiness is more important to consumers than ever as choices multiply and the influencer era remains strong. The brands that win will be those that provide clear value, consistent experience, and authentic connection with their consumers.

As Ever has all the raw materials for success. It just needs the strategic framework to organize them.

Ready to Transform Your Brand?

Whether you’re launching a lifestyle brand, pivoting an existing business, or trying to break through in a crowded market, the strategic principles that could fix As Ever apply to your challenges too.

At Ridge Ln., we specialize in turning brand potential into market reality through:

• Strategic brand positioning and messaging
• Content ecosystem development
• Customer experience optimization
• Go-to-market strategy and implementation

Want to see how all of this could work for your brand? Let’s talk.

This analysis is part of our new ongoing Brand Audit series, where we examine high-profile brands through a strategic lens. Follow Ridge Ln. for more insights on building brands that matter.

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