In a recent Bloomberg interview, Meghan admitted that Netflix’s proposal to support her business was too persuasive to refuse. “I thought it would be great just to build out my own team and do it purely on my terms, but then Netflix made a really compelling sell,” she said.

However, insiders claim the Duchess’s control over the company may be far less than it appears.

“Lost” in the Business World

A source close to the Sussexes told the Daily Mail that Meghan feels “lost” trying to expand As Ever and has been disappointed by its slow progress. “At the moment she is literally lost because the whole jam-making business did not work out in the way she thought it would,” the insider revealed.

“Nobody has seen any figures, but I don’t think they are that good. I know they just released a Sauvignon Blanc, but it’s not going to make her lots of money because Netflix owns the business.”

Outsourced Operations Raise Questions

Adding to the uncertainty surrounding the brand, the As Ever website and all its order fulfillment are managed by a Cincinnati-based company called Snow Commerce. A disclaimer on the website reads: “Snow Commerce is the seller of all merchandise and is solely responsible for all aspects of your purchase.”

With the Duchess’s latest product launch struggling to gain traction and questions lingering about her role in the business, it remains to be seen whether As Ever can live up to its ambitious beginnings — or if Meghan’s lifestyle venture will quietly fade from the spotlight.