The Duchess of Sussex remains unfazed by recent global trade developments as she launches her new lifestyle venture. On April 2, Meghan Markle debuted her As Ever brand with an inaugural collection of eight artisanal products – from raspberry spread to wildflower honey with honeycomb – all of which sold out within their first hour of availability.
The timing coincided with President Trump’s announcement of sweeping new tariffs, including a 10% baseline rate on imports to the U.S.
When questioned by Fortune about potential impacts to her new business, the 43-year-old entrepreneur revealed a strategic advantage: “At the moment, all of our products are currently made in the U.S.”
This domestic production approach insulates her brand from the immediate effects of the international trade policies targeting what the White House called “worst offenders” like China and the EU.
Beyond geographic immunity, Meghan emphasized her brand’s value proposition during uncertain economic times. “I wanted to create products that look more prestige, but are more accessible and affordable,” she explained. “I think during any time of recession, people still want to find creature comforts, items that can bring them joy.” The collection’s pricing – ranging from $12 for flower sprinkles to $28 for limited-edition honey – reflects this accessibility philosophy.
The former actress turned royal turned businesswoman has been transparent about the learning curve involved in launching her lifestyle brand. In a March interview with PEOPLE, conducted alongside promotion of her new Netflix series With Love, Meghan, she acknowledged the iterative process:
“There were tons of twists and turns — even with the name. I was figuring it out in real-time.” She expressed gratitude for those who allowed her space to navigate the entrepreneurial journey, saying “It’s a learning curve.”
Currently shipping domestically across all 50 states, As Ever has announced plans for international expansion – a move that may eventually require navigation of the very trade policies Meghan currently avoids.
For now, the brand’s made-in-America approach and mid-range pricing position it as both tariff-resilient and recession-conscious in an uncertain economic landscape.
