Meghan Markle’s foray into the lifestyle industry continues to draw scrutiny, as royal commentator Daniela Elser outlines the Duchess of Sussex’s rocky road of launches, pauses, and pivots, most recently seen with her latest venture, As Ever.
In a candid column for News.com.au, Elser took a comprehensive look at the Duchess’s pattern of high-profile project announcements followed by abrupt shifts or slowdowns. Her analysis paints a picture of what she describes as a “bumpy ride” through the world of celebrity entrepreneurship.
“At this point, it’s hard to keep abreast of where things stand with the duchess’ move into the lifestyle space,” Elser wrote, emphasizing the lack of consistency in Markle’s business rollouts. “It’s been a long, bumpy ride to even get to this point.”
The commentary comes after Meghan’s interview with Fast Company, where she discussed her evolving vision for As Ever, a brand initially positioned as a lifestyle and wellness platform. In the interview, she explained that the current direction is more reflective and research-based.
“A step back, gather data from the launch, and figure out exactly what As Ever could be,” she said, hinting at a potential shift toward the hotel and hospitality space. But to Elser, the messaging sounded all too familiar. She compared it to a recent bonus episode of Markle’s podcast, Confessions Of A Female Founder, featuring Tina Knowles, Beyoncé’s mother.
In that episode, Meghan spoke about “pausing” the brand — a term Elser views as a recurring theme. “She sounded like the duchess was singing from a similar songsheet,” Elser noted, drawing parallels between this move and previous halts in Meghan and Prince Harry’s media ventures, including the short-lived Spotify deal and uncertain Netflix output.
Elser humorously summed up the journey by writing, “As far as births go, the lifestyle brand’s has been a long and painful one without an epidural.” The commentary adds to the chorus of critics and observers closely watching the Sussexes’ post-royal ventures, many of which have faced public scrutiny for underdelivering on initial promises.
Despite the setbacks, Meghan remains a figure of global intrigue, and her next move with As Ever is highly anticipated. Whether the brand finally finds its footing or becomes another unrealized chapter in the couple’s portfolio remains to be seen. What is certain, however, is that the public — and the press — are watching every step.