PR Expert Warns That Meghan Markle Brand UK Launch Faces a 'Very Different Test' Like 'Tuesday'

Meghan Markle could face a 'very different test' if she expands her As ever lifestyle brand into Britain, according to New York-based PR and brand communications consultant Sam Gauchier. His comments come amid reports that Meghan and Prince Harry returned to live in the UK with Prince Archie, 7, and Princess Lilibet, 5, in late August.

As ever has not announced a British launch, and there is no confirmed timetable for an expansion into the UK. The brand's official website currently states that orders are shipped only within the 50 US states and that international delivery is not available.

Meghan first introduced American Riviera Orchard in March 2024 before announcing on Feb. 18, 2025, that the venture had been renamed As ever. The brand released its first collection on April 2, 2025.

As ever UK Expansion Would Enter a Familiar Market

Before the first As ever collection went on sale, Meghan distributed a batch of 50 hand-numbered jars of strawberry jam to friends and public figures. Several recipients later shared images of the product on social media, helping generate attention before the wider commercial launch.

Among those publicly associated with the early jam promotion were Mindy Kaling, Kris Jenner, Tracee Ellis Ross and Chrissy Teigen.

The As ever range has since expanded to include fruit spreads, honey, herbal teas, flower sprinkles, candles and wine, among other products. However, the company's official shipping policy means those products are not currently sold directly to customers in Britain through its website.

In comments to Express US, Gauchier said Meghan's name and public profile could generate strong initial curiosity if As ever entered the British market. He argued, however, that the more significant commercial question would be whether first-time customers returned to buy again.

Gauchier said he had seen what he characterised as mixed reactions to the brand in the United States, with some consumers responding positively to its presentation and others questioning elements such as price, texture and distinctiveness.

He also noted that As ever does not publicly disclose detailed sales figures or the amount of stock made available for individual product releases. In his view, selling through an initial batch can demonstrate interest but does not by itself show whether demand will remain strong over time.

As ever UK Launch Would Test Brand Appeal Beyond Curiosity

Gauchier said Britain would present a different commercial environment because products such as tea, jam and other country-lifestyle goods are already familiar to UK shoppers.

'I also think the UK is a very different test,' he said.

He suggested that As ever's branding may carry a different cultural meaning in the United States, where British-inspired lifestyle imagery can appear more distinctive or aspirational. In Britain, he said, similar products and aesthetics are already commonplace.

'In the UK, it's like... Tuesday,' Gauchier said.

He also argued that public attitudes towards Meghan could shape some early purchasing decisions. Supporters might be interested because of her involvement, while people who view her less favourably could avoid the products. He presented that divide as a potential challenge for a celebrity-led company seeking to turn attention into repeat custom.

The consultant said British consumers already have access to established brands selling comparable categories of goods, often across a wide range of price points. That, he suggested, would make product quality, value and distinctiveness more important once the initial publicity surrounding any launch had faded.

Gauchier's central argument was that Meghan's profile could help attract first-time buyers, but repeat purchases would depend more directly on whether customers considered the products worth buying again.

For now, any British expansion remains hypothetical. As ever has made no public announcement confirming a UK launch, and the company's current shipping policy continues to limit direct orders to customers in the United States.