Honestly, if you look at the headlines today, you’d think there are two different women named Meghan Markle. One is a calculating "dictator in high heels," as a particularly nasty 2024 Hollywood Reporter headline once claimed. The other is a woman just trying to sell you some high-end jam and a leather bookmark while living a quiet, sun-drenched life in Montecito.
So, which one is it?
The truth about the Meghan Markle Duchess of Sussex is usually a lot more boring than the tabloids want you to believe, but it’s also way more interesting from a business perspective. We’re currently in January 2026, and the "Sussex brand" is in the middle of a massive pivot. It’s not just about royal drama anymore. It's about a very specific kind of California-cool entrepreneurship that has people either reaching for their wallets or rolling their eyes.
The As Ever Era: Why the name change mattered
You probably remember when she first announced American Riviera Orchard back in early 2024. It was all very gold-embossed and mysterious. But then, things got quiet. Real quiet. Behind the scenes, there were trademark headaches and "notices of irregularity." Basically, the name was too geographic. It limited her.
By February 2025, she rebranded to As Ever.
It was a smart move, really. A name like American Riviera Orchard keeps you stuck in Santa Barbara. As Ever? That can go anywhere. And it has. Just this week—January 13, 2026—she dropped a limited-edition leather bookmark. It’s handmade in the U.K. (a little wink to her past life, maybe?) and has "Fell asleep here" stamped in her signature gold calligraphy.
People are buzzing. Is an $18 bookmark a bit much? Maybe. But for the "BookTok" crowd and the people who want a piece of that Duchess lifestyle without buying a $14 million mansion, it’s exactly the kind of "affordable elegance" her team is banking on.
The $36 Million Jam "Glitch"
We have to talk about the website glitch from a few days ago. It was wild. For a brief window, the back-end of the As Ever site was visible to anyone with a browser and some curiosity.
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Social media users on Reddit and X went into a frenzy. The leaked data showed stock levels that suggest this isn't some small "hobby" business. We're talking:
- Over 220,000 jars of fruit preserves.
- Roughly 70,000 bottles of wine (including a 2021 Napa Valley Brut).
- Nearly 90,000 candles.
If you do the math—and people have—the projected value of that inventory is somewhere north of $36 million. That’s not a "failed" business. That’s a massive retail operation preparing for a global rollout. It turns out "Scam Jam" (as the critics called it during early shipping delays) might actually be a gold mine.
What it’s actually like to work for her
This is where the narrative gets messy. There’s been a lot of turnover. PR chiefs like Meredith Maines left late last year. Critics say she’s a "dictator." Friends like Mindy Kaling say she’s just... normal.
Kaling recently did an interview where she laughed off the idea of Meghan being "fussy." She described going to Montecito during her maternity leave and Meghan just cooking for her and sending her home with a basket of hot sauce and produce.
There is a clear divide here. There's the professional Meghan, who apparently struggles to delegate because she’s a perfectionist, and the personal Meghan, who likes chickens and calligraphy.
The Netflix Strategy: Beyond the Docuseries
Remember that $100 million Netflix deal? People thought it was dead. It isn't. In late 2025, she and Harry extended their partnership. But the vibe has shifted. They aren't just making documentaries about themselves anymore.
They’ve moved into scripted content and lifestyle programming:
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- With Love, Meghan: This is her unscripted series. Think gardening, cooking, and talking to friends. Season two dropped in August 2025 and actually did pretty well in the Top 10.
- The Wedding Date: They’re currently producing an adaptation of the Jasmine Guillory novel.
- Meet Me at the Lake: This one is still in the works, but it shows they are leaning hard into the "rom-com" and "feel-good" space.
It feels like they’ve realized that people are tired of the grievances. They want the aesthetic. They want the "lifestyle."
The Archewell Reset
Philanthropy looks different for them now too. They recently rebranded the Archewell Foundation to Archewell Philanthropies.
It’s more than just a name change. They’ve moved to a "fiscal sponsorship model." In plain English? They are letting an established non-profit handle the boring paperwork and finances so they can focus on the actual projects.
They’ve been spotted lately working with Our Big Kitchen Los Angeles, often with Archie and Lilibet in tow. Archie is 6 now, and Lili is 4. They’re becoming part of the "family brand." It’s a calculated move to show they are building a legacy, not just a media empire.
Misconceptions and the "Human" Factor
One of the biggest things people get wrong about Meghan Markle Duchess of Sussex is the idea that everything is a PR stunt.
In a 2022 Variety interview that people still quote, she talked about how she "didn't grow up pretty"—she was the "smart one." That insecurity still seems to drive her. She wants to be taken seriously as a founder and an entrepreneur, not just a former actress or a royal-by-marriage.
The criticism she faces is often contradictory. If she stays quiet, she’s "calculating." If she speaks up, she’s "attention-seeking." If she sells jam, she’s "grifting."
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But the numbers don't lie. Selling out of product in under an hour (as she did during her spring 2025 drop) proves there is a massive market for what she’s selling, whether the British press likes it or not.
What’s next for the Duchess?
If you're following her journey, 2026 is going to be the "make or break" year.
She’s reportedly launching a cookbook this spring to tie in with her Netflix show. There are also rumors of "pop-up" experiences in London and New York. Yes, London. Despite all the drama, the data shows that the U.K. market still has a massive appetite for her brand, even if the tabloids pretend otherwise.
Actionable Insights for the "Sussex Watcher"
If you want to understand the actual trajectory of the Duchess of Sussex, ignore the "sources" and look at the business filings and output.
- Watch the Rebrand: The shift from American Riviera Orchard to As Ever signals a move toward a global, scalable retail model.
- Track the Media: Her move into producing scripted fiction (like The Wedding Date) suggests a long-term play in Hollywood that doesn't depend on her being on camera.
- Observe the Philanthropy: The "fiscal sponsorship" model for her charity work suggests a more streamlined, professionalized approach to giving that is less about "activism" and more about community impact.
Meghan is no longer just a member of the Royal Family or a star of Suits. She is a founder. And like any founder, she’s going to have wins and losses. But based on those leaked inventory numbers, she’s playing a much bigger game than most people realize.
To stay ahead of her next move, keep an eye on the As Ever global expansion and the release of her upcoming cookbook this spring. These will be the true indicators of whether her "lifestyle empire" has staying power beyond the initial hype.