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Meghan Markle's ambitious lifestyle brand, 'As Ever,' is reportedly facing significant challenges, according to a recent source who claims the company has spent 'millions on PR' with little to show for it. This follows a rebranding effort earlier this year, when the company transitioned from its initial name, 'American Riviera Orchard,' to 'As Ever'. While the new aesthetic was intended to revitalize the brand, insiders suggest it hasn't been enough to turn the business around.

Markle launched 'American Riviera Orchard' in February, aiming to offer a curated selection of luxury goods, including candles, stationery, and potentially food products. The name was seen as a nod to her life in Montecito, California, and a reflection of her aspirations for a sophisticated, California-chic brand. However, the swift pivot to 'As Ever' raised eyebrows, and now, reports of substantial PR expenditure and struggling sales are casting a shadow over the venture.

The source, speaking on condition of anonymity, described the situation as a 'disaster,' alleging that the brand has poured considerable resources into public relations without achieving the desired results. This has led to concerns about the long-term viability of 'As Ever' and whether Markle’s vision for the brand can be realized.

What's Gone Wrong?

Several factors could be contributing to the reported struggles. The luxury market is notoriously competitive, and establishing a new brand requires more than just a beautiful aesthetic. Experts suggest that building a loyal customer base takes time, strategic marketing, and a compelling value proposition. There's also the added scrutiny that comes with being associated with a high-profile figure like Meghan Markle. Every decision, from product selection to marketing campaigns, is subject to intense public and media attention.

Furthermore, the initial product offerings were limited and primarily focused on luxury candles. While these items garnered some initial interest, they may not have been enough to sustain the brand's growth. A broader range of products and a more comprehensive marketing strategy might be needed to appeal to a wider audience.

The PR Spending Question

The reported millions spent on public relations raise questions about the brand's overall financial strategy. While PR is an essential component of any brand launch, excessive spending without a clear return on investment can be detrimental. It suggests a potential disconnect between the brand's marketing efforts and its core business strategy.

Looking Ahead

The future of 'As Ever' remains uncertain. Markle has a proven track record of success in various ventures, but building a sustainable lifestyle brand requires a different set of skills and a long-term commitment. Whether she can overcome these challenges and turn 'As Ever' into a thriving business will depend on her ability to adapt, innovate, and connect with consumers on a deeper level.

The situation highlights the difficulties of launching a luxury brand in today’s market, even for someone with the profile and resources of Meghan Markle. It serves as a cautionary tale for entrepreneurs and a reminder that even the most well-intentioned ventures can face unexpected hurdles.