Meghan Markle's new business thrives despite Trump's tariffs

In early April 2025, Meghan Markle faced the impact of President Donald Trump's recent tariffs, which included a substantial 10 percent baseline tariff on imports and a staggering 104 percent levy on Chinese goods. Despite these challenges, Markle remained optimistic about her business, As Ever, asserting that all her products are made in the United States. During an interview with Fortune, she expressed gratitude for making her products accessible, emphasizing the importance of comfort items during tough economic times. The inaugural collection of As Ever featured an array of budget-friendly products, including $14 crepe mixes, $15 specialized flower sprinkles, $14 raspberry jam, $28 honey, and $12 teas. However, the launch faced complications as many customers who placed orders received emails notifying them that their items were sold out. The rapid pace of orders overwhelmed the website's backend system, leading to unsatisfactory experiences for some buyers. To address this issue, customers were promised refunds for sold-out items alongside a free product of their choice as a goodwill gesture. The email response to customers highlighted the brand's commitment to rectifying the situation, with promises to replenish inventory and assure customers of priority access to future limited-edition items. Additionally, each affected customer received a signed message from Meghan expressing her gratitude and apologies for the inconvenience caused. Markle's proactive response not only showcased her dedication to her consumer base but also set a positive tone for the brand's future. With the launch of As Ever, she aimed to create products that were both stylish and affordable, countering the economic challenges posed by tariff impacts. As Ever's focus on accessibility could resonate well with consumers seeking affordable luxuries during economic downturns, establishing a path for sustained success despite external pressures.