Meghan Markle’s brand celebrates her birthday despite

Meghan Markle is celebrating her birthday, and her brand, As Ever, has posted a tribute.

The Duchess of Sussex is popping 45 on Tuesday. Her lifestyle brand, As Ever, posted a carousel of photographs on Instagram with the caption, “Happy birthday to our founder, @meghan / Lighting No. 084 to celebrate!”

The photographs included a portrait of Meghan, a product shot of As Ever jam, a throwback picture of younger Meghan, and a card with the phrases “A birthday worth celebrating.” But the brand not too long ago confronted a latest setback at a Los Angeles retailer.

Reports recommend that months after the Duchess’s As Ever merchandise have been prominently showcased across a number of cabinets and tables at Godmothers in Los Angeles, the former royal’s lifestyle brand has been downsized to a single show in the retailer with restricted inventory of honey, dried edible flower tins, and scented candles.

The store reportedly has no plans to restock Meghan’s merchandise. This comes as the Duchess is seeking to enter new markets, which some specialists say speaks volumes about the brand’s place in the U.S.

Earlier this 12 months, Meghan filed for an As Ever trademark in Australia. Celebrity PR specialist Kayley Cornelius told Page Six, “Meghan Markle filing a trademark for her As Ever lifestyle brand in Australia feels like a very deliberate move, but it also points to a bigger picture when it comes to how the brand is currently performing in the U.S.”

A DailyMail report claims As Ever might also face a $5 million loss of revenue with the jams alone if the Duchess of Sussex does not discover a solution to offload her inventory before it goes out of date. That deadline might be next summer season, when the jams will not be sellable.

If she will be able to’t promote her edible flower sprinkles as properly, that loss might be even greater.

As Ever first launched in 2025, the place she rapidly offered out of her product, including jams, teas, crepe and cookie mixes and flower sprinkles. After the success, she reportedly restocked two months later with 10 instances the quantity of product, which also offered out.

That’s when she amped up the quantity of inventory. She told Bloomberg, “Suddenly the conversation goes from, at the start of this year, talking about a few thousand jars and lids, to we need to do a purchase order of a million. That’s a huge jump in just a few months of starting a business.”

At the start of 2026, Meghan’s reputation in the U.S. began to dip. Newsweek analyzed polling and internet site visitors data, discovering that opinions on the duchess diminished at the same time as visits to her web site. “Correlation does not imply causation, and the overlap may be coincidental,” the publication writes.

Official figures haven’t been launched, and a spokesperson for Markle has hit again at the claims.

A rep for Markle told Page Six, “The problem with all of these repetitive Alison Boshoff Daily Mail ‘As ever’ doom stories are that they’re like Groundhog Day: the same prediction, the same unnamed sources, the same certainty, and somehow we’re still waiting for the apocalypse they promised in 2024.”