Sources close to Meghan Markle have expressed contentment with As Ever's trajectory as the brand celebrates its first anniversary.
The Duchess of Sussex debuted the brand on March 4, 2025, launching alongside her Netflix series With Love, Meghan.
Her product range encompasses jams, baking kits, tea, wine, candles and edible flower sprinkles.
A source connected to As Ever told the Express: "It's still early days for As Ever, but the trajectory so far gives us confidence in the long-term potential if we continue to build it in the right way.
Meghan Markle brand marks first anniversary as insider hails 'strong trajectory'
|INSTAGRAM: AS EVER
"We remain focused on growing the brand carefully and sustainably, while listening closely to the community that has shown such enthusiasm for it."
The venture has acknowledged experiencing initial difficulties during its early development phase.
However, the duchess is reportedly keen to continue refining operations and sustaining the brand's forward momentum.
Data compiled by SimilarWeb and reported by Newsweek indicates the brand's online presence expanded by 36 per cent between October and January.
The Duke and Duchess of Sussex departed Jordan on February 27 | REUTERSThe figures show visitor numbers climbing from approximately 197,000 in October to more than 268,000 by January, with December recording nearly 246,000 visits.
The brand's jam products have proven particularly popular with consumers, selling out rapidly on multiple occasions.
Last August, the duchess revealed to Bloomberg's Emily Chang that she had been forced to order one million jam jars following swift sellouts of earlier batches.
Speaking about the challenges of meeting demand, she explained: "When you sell out that quickly, it's a double-edged sword because it's an incredible thing to happen for any small business and any start-up, and at the same time, you don't get the same metrics and learnings, because it's all gone immediately."
A product available to buy on the As Ever website for $48 | AS EVERLATEST ROYAL NEWS:
A photo shared by As Ever on July 30, 2025 | AS EVERThe second seasonal release required 10 times the original inventory, yet still sold out within hours.
Looking ahead, the brand is reportedly considering physical retail opportunities, with pop-up shops among the possibilities being explored.
The duchess hosted a pop-up event in December to showcase her festive collection, and there is interest in staging further in-person experiences.
For now, As Ever's shipping remains restricted to certain areas within the United States.