Meghan Markle doesn’t seem too worried about how President Donald Trump’s tariffs might affect her lifestyle brand, As Ever. The Duchess of Sussex’s brand launch fell on the same day as Trump’s “Liberation Day.” The new tariffs led to concerns about a possible recession.
Meghan seems confident in her brand despite looming questions about the economy.
During a conversation with Fortune, Meghan explained that she remains optimistic.
“At the moment, all of our products are currently made in the US, so we don’t anticipate tariffs affecting us directly,” Meghan told Fortune.
She expects her products to remain affordable to people.
In the event of a recession, Meghan believes that people would still be able to afford her products. She believes that even during tough times, people still want to indulge in nice things or buy products that help lift their spirits. At the same time, she has been focused on trying to make her products more “accessible” to people.
“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,” she explained to Fortune. “I think during any time of recession, people still want to find creature comforts, items that can bring them joy.”
Meghan told the publication that most As Ever products are priced at under $20. “From our standpoint, certainly for me, even in the expansion of the brand, things should still feel accessible,” she added.
When Meghan launched her first collection of products, they sold out within an hour.
Shortly after Meghan announced that As Ever products were finally available for purchase, she revealed that they had already sold out. “Our shelves may be empty, but my heart is full!” she wrote on Instagram to celebrate the successful launch. “We sold out in less than one hour and I can’t thank you enough … for celebrating, purchasing, sharing, and believing.”
Per Fortune, it’s unclear exactly how many products were available during the brand’s first drop, but it was reportedly “tens of thousands.”
Meghan recently explained why she is moving forward with all of these projects.
In addition to launching her lifestyle brand, Meghan has been busy promoting her Netflix show, With Love, Meghan, and her new podcast, Confessions of a Female Founder. During a recent interview with the New York Times, Meghan explained her reasoning for pursuing these projects: “I need to work, and I love to work.”
She added that these particular projects make sense for her as a mom to two young children. “This is a way I can connect my home life and my work,” she said.
