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Duchess Meghan’s new business venture likely won’t be affected by President Donald Trump’s global tariffs.
In a recent interview with Fortune, the Duchess of Sussex revealed that she doesn’t expect Trump’s newly-imposed tariffs—which set a universal 10 percent tariff on all countries importing goods into the U.S. starting on April 5—to affect the cost of her lifestyle brand, As Ever. Meghan officially launched As Ever’s debut collection on April 2, and its eight inaugural products ended up selling out within one hour.
“As we look at the larger context of how this is going to affect the consumer day to day, I’m very grateful that in part of the conception of this brand, I wanted to create products that look more prestige, but are more accessible and affordable,” Meghan told the outlet. “I think during any time of recession, people still want to find creature comforts, items that can bring them joy.”
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The As Ever drop included products like raspberry spread, cookie and crepe mix, tea assortments, and wildflower honey. The prices ranged from $12 to $28. Currently, As Ever is only available to shop within the U.S. “You’ll see the bulk of our SKUs are under $20,” Meghan continued. “From our standpoint, certainly for me, even in the expansion of the brand, things should still feel accessible.”
The duchess shaped the enterprise with a “high-low” approach. “At [As Ever’s] conception, I had thought about the interest that people seem to have in my fashion, for example, what I would wear,” she said. “I think there’s a parallel here, always the ‘high-low.’ I always loved things that present beautifully, but didn’t break the bank.”
Meghan, who just launched her new female entrepreneur podcast yesterday, opened up about her decision to create As Ever in an Instagram post shared earlier this year. “As Ever essentially means as it’s always been. And if you’ve followed me since 2014 with the Tig, you know I’ve always loved cooking and crafting and gardening,” she said. “This is what I do and I haven’t been able to share it with you in the same way for the past few years but now I can.”
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