Meghan Markle has come under fire after promoting her lifestyle brand, As Ever, through a small pop-up shop at her friends’ boutique in Montecito, California. The Duchess of Sussex recently shared photos on Instagram showing the display inside Godmother’s bookshop, owned and operated by her close friends Jennifer Rudolph Walsh, a literary agent, and cosmetics entrepreneur Victoria Jackson.
What might have been a quiet local launch quickly turned into controversy, as critics accused Meghan of relying too heavily on her social circle to revive her brand. Speaking to Radar Online, a public relations insider claimed the duchess was “pathetically leaning on her wealthy pals” to improve struggling sales.
“It’s classic celebrity crisis management,” the insider said. “Meghan’s sales clearly need a boost, so she’s calling in favors – famous friends, friendly stores, and Oprah’s spotlight. But instead of looking savvy, it comes off as a little desperate.”
A California-based retail consultant also criticized the move, suggesting Meghan used a “safe space” for her launch to maintain control over how it was presented. “It’s obvious she picked that shop because it’s a safe space where she controls the narrative,” the consultant told the outlet. “But consumers aren’t fooled – it feels staged, not genuine.”
The pop-up marks Meghan’s latest attempt to establish herself in the luxury lifestyle market through her brand, As Ever, which offers high-end home goods and wellness-inspired products. While some fans praised the duchess for supporting small businesses and creating a local presence, others saw the effort as a poorly timed publicity stunt.
On social media, critics mocked the duchess for what they viewed as a forced attempt to market her products. “She can’t sell her tat online, so now she’s stacking her own shelves,” one user wrote. Another added, “She’s relying on her rich friends to make her brand look relevant.”
Meghan’s supporters, however, defended her decision, arguing that the move reflected her ongoing commitment to female entrepreneurship and community partnerships. The controversy comes amid ongoing speculation about the future of Meghan and Prince Harry’s business ventures, following the couple’s departure from royal duties and mixed success with their media projects.
Despite the criticism, Meghan appears determined to keep growing. As ever, promoting it as a modern lifestyle brand rooted in wellness, sustainability, and personal empowerment. Her Montecito pop-up has ensured one thing – Meghan Markle’s latest business move is once again sparking conversation on both sides of the Atlantic.