Privacy Policy » Meghan Markle Hopes Her Products Would Bring ‘Joy’ Amid A ‘Recession’

In a new interview, Meghan Markle discussed her lifestyle brand As Ever, which she launched in partnership with streaming giant Netflix.

Designed to offer affordable luxury during economic uncertainty, the debut collection sold out within an hour.

Now, according to Meghan Markle, her As Ever products have the potential to weather the current tariff storm and bring “joy” to her customers.

During a chat with Fortune Magazine, Meghan opened up about her new lifestyle brand, As Ever, describing it as a source of “comfort” and “joy,” especially in what she called a “time of recession.”

The brand’s debut collection, which launched last Wednesday, sold out within an hour, despite coinciding with President Trump’s announcement of new import tariffs.

Still, the Duchess of Sussex remains optimistic, emphasizing that As Ever is uniquely positioned for uncertain economic times thanks to its U.S.-based production and is insulated from the direct impact of international trade levies.

“At the moment, all of our products are currently made in the US, so we don’t anticipate tariffs affecting us directly,” she explained.

Meghan acknowledged growing concerns over a potential economic downturn, comparing current conditions to the 2007–2009 financial crisis.

She noted that As Ever was thoughtfully designed with affordability in mind, stating: “As we look at the larger context of how this is going to affect the consumer day to day, I’m very grateful that in part of the conception of this brand, I wanted to create products that look more prestige, but are more accessible and affordable.”

The Duchess added that she believes “during any time of recession, people still want to find creature comforts, items that can bring them joy.”

Meghan also highlighted that most of As Ever’s product line is affordable, with most items retailing for under $20.

“From our standpoint, certainly for me, even in the expansion of the brand, things should still feel accessible,” she said, per the Daily Mail.

Among the bestsellers were a $14 jar of jam and a curated range of herbal teas, floral garnishes, and artisanal honey, all of which quickly sold out following the launch.

While the brand hasn’t disclosed the number of units sold, a spokesperson confirmed that orders reached “tens of thousands.”

Several of these products also make appearances in Meghan’s cooking and lifestyle series “With Love, Meghan” on Netflix.

The show, which premiered on March 4, faced mixed critical reception but still managed to rank as the platform’s tenth most-watched program.

It’s now been confirmed for a second season, marking a pivotal moment for the Sussexes, who signed a $100 million deal with Netflix in 2020.

In her conversation with Fortune, Meghan shared how her partnership with Netflix for As Ever came to life.

She revealed that for years, she had been sending homemade jams to Netflix executives, including Chief Content Officer Bela Bajaria and Co-CEO Ted Sarandos.

It was Bajaria who encouraged her to share her culinary talents with a broader audience, telling her, “You need to teach people how to do this.”

Meghan shared that “from that moment,” she was very excited about the “possibility of a show.”

Bajaria then introduced her to Netflix’s consumer products team, where Meghan connected with Josh Simon, the platform’s Vice President of Consumer Products.

This connection laid the foundation for a deeper collaboration between Netflix and As Ever.

While Meghan didn’t disclose the full details of the agreement, she emphasized that both sides are aligned in their vision.

“We are very, very much in harmony on how we see the growth of this, and the trajectory over the next five to seven years,” she said.