Meghan Markle has set royal watchers abuzz after appearing to suggest that her lifestyle brand As Ever could soon make its way to the United Kingdom.
The Duchess of Sussex has so far kept her new business focused solely on the U.S. market, where her curated range of luxury items — including rosé wine and artisanal flower sprinkles has been aimed at high-end consumers. But a recent post from the official As Ever Instagram account has sparked excitement among her fans in Britain.
Brand and culture expert Nick Ede recently told Express UK that he believed Meghan had deliberately avoided targeting the UK, claiming that she no longer holds the same “star power” there as she once did during her time as a senior member of the royal family.
“I don’t think the UK is a focus for the As Ever brand,” he explained. “It’s driven by popularity, and at the moment Meghan doesn’t have the star power in the UK that she once had.”
He also suggested that some of her products may not translate well to the British market, adding, “The idea of buying flower sprinkles is a bit alien to UK consumers. There’s already a huge choice of rosé wines here, from Kylie Minogue to Lady A, so another brand won’t automatically drive the volume or demand they would need to be successful.”
However, Meghan’s latest move appears to hint otherwise. In a stylishly minimalist Instagram post, the Duchess shared a shadowy photograph of herself holding a wine glass, accompanied by the playful caption: “Oh, we see you too!”
The message continued, “Australia, UK, Canada – love to see how you’re finding a way to get your As Ever products,” which fans interpreted as a nod to her awareness of overseas demand and perhaps a sign of future shipping plans.
She ended the caption with the words, “You have good taste…and good friends,” a remark that many saw as a subtle wink at her loyal supporters who have been finding creative ways to get her products abroad despite current shipping limitations.
At present, As Ever ships only to U.S. addresses, but reports suggest that Meghan and her team are exploring international expansion in the near future. Such a move could be a significant business step for the Duchess, who has been carefully crafting her post-royal brand image since stepping back from official duties alongside Prince Harry in 2020.
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The lifestyle venture, launched earlier this year, has already attracted major attention from both fans and critics, with Meghan positioning herself in a competitive celebrity-led market that includes names like Gwyneth Paltrow and Kourtney Kardashian.
While some critics in the UK remain skeptical about her ability to recapture her former popularity there, others argue that curiosity and global name recognition could work strongly in her favor. The Duchess of Sussex still has a dedicated fanbase in Britain, and the exclusivity of her products could make them even more desirable once available.
The timing of this possible expansion is notable, as Meghan and Prince Harry have been focusing heavily on building their U.S.-based projects, from their Netflix deal to philanthropic work with the Archewell Foundation. A move into the UK market could signal a strategic shift, potentially rekindling commercial ties with the country they once called home.
Observers have also pointed out that Meghan’s post was shared without any formal announcement, keeping the conversation and speculation alive without committing to a timeline a marketing tactic she has successfully employed in the past.
If As Ever products do become available in the UK, it would not only mark a new chapter for Meghan’s business but also spark fresh media attention, particularly given her complex relationship with the British press and royal family.
For now, Meghan Markle’s subtle tease has left her followers guessing, but one thing is clear that whether loved or criticized, she knows exactly how to keep her name, and her brand, in the headlines.
