Meghan Markle at a ‘real crossroads’ as Duchess’s future in doubt

Meghan Markle was said to be “at a real crossroads” regarding her brand strategy, as a PR expert weighed in on her future with her lifestyle brand, As Ever. The Duchess of Sussex launched her highly anticipated lifestyle brand last year, releasing various products ever since.

As Ever has sold a number of products, including jams, honey, teas, candles, wine and most recently, a leather bookmark. The brand’s success has been at the centre of discussion for many commentators, with some criticising it and saying it’s out of reach for the general public, and others praising her for her success.

But a PR expert has issued a warning ahead of any future launches for the brand this year, as rumours of the Duchess working on a new cookbook have started swirling.

Renae Smith, founder of The Atticism, told the Express: “Looking ahead to 2026, Meghan Markle is at a real crossroads in terms of brand strategy.

“She’s clearly pivoting away from the high-gloss, purpose-led public image we saw during the early Sussex years and leaning more into lifestyle, personal branding, and curated content.

That’s not inherently a bad move (as I’ve said before), and frankly, it feels more genuine for her. But right now, it’s inconsistent and underdeveloped.”

Ms Smith added that Meghan’s core focus is going to be her brand solely, as it has been let known by sources close to her, she needs to “professionalise” it and give it a structure.

She explained: “Seasonal drops are fine, but not when they’re surrounded by long silences or conflicting statements. She needs a clear calendar, consistent storytelling, and a stronger sense of what the brand stands for beyond aesthetic nostalgia.

“A lifestyle brand without a lifestyle point of view doesn’t go far, at least not in any meaningful way.”

The PR expert advised the Duchess to “stop thinking in moments” and build a narrative which will result in “brand rhythm and strategy”.

She concluded: “To turn the tide in 2026, she needs to lead with clarity, show consistency in her messaging, and decide whether this next chapter is about commerce, culture, or personal reinvention, because trying to do all three at once simply isn’t working.”

It comes as the Duchess of Sussex launched a £13 ($18) bespoke leather bookmark which is made in the UK and is said to be “a small reminder that rest is part of the ritual”.

The limited-edition product was made in collaboration with a New Forest-based workshop and features a gold inscription of “Fell Asleep Here” in Meghan’s handwriting.