Netflix staff working with Meghan Markle on the rollout of her lifestyle brand, As Ever, are reportedly fed up with what they describe as a chaotic and frustrating process.
On Wednesday, the Duchess of Sussex, 43, finally unveiled her long-delayed business project, sharing promotional videos across social media to mark its official launch. While Markle appeared excited in the videos, sources say that behind the scenes, the mood among Netflix staff is anything but celebratory.
“There’s constant drama surrounding this launch, and internally, the team is already exhausted before it’s even off the ground,” a source told the Daily Mail. They described the brand’s rollout as a “logistical nightmare,” with the buying team unsure how much consumer interest to expect.
Insiders also shared that Markle has enlisted her celebrity friends to promote the products online, seeding influencers with samples like jars of jam to flood social media with positive buzz around the launch.
Complicating matters further, Markle made a last-minute decision to scrap the original brand name, American Riviera Orchard, causing additional headaches for the team working on logistics.
To maintain secrecy, Markle reportedly had her team sign NDAs preventing them from disclosing the origins of the products, including her line’s debut “fruit spread.”
Despite the internal challenges, Markle has expressed confidence in her collaboration with Netflix, calling it a strong fit for her vision. “Honestly, the original business plan was very different,” she told Inc. “But Netflix’s reach, paired with my vision, felt like the ideal combination.”
Josh Simon, Netflix’s VP of Consumer Products, echoed that sentiment, saying the company was eager to support Markle’s ideas. “Meghan’s approach to making everyday moments feel special really aligned with what we wanted to help bring to life,” he said.
As Ever’s initial product launch includes artisanal goods such as fruit preserves, a $28 wildflower honey with honeycomb, $12 herbal teas (in hibiscus, peppermint, and lemon ginger), $14 crêpe mix, and shortbread cookies topped with floral sprinkles. Also in the lineup: $15 edible flower sprinkles for decorating dishes and desserts.
