A quiet shift has occurred behind the scenes, revealing a new chapter for the Duchess of Sussex and her lifestyle brand, As ever. Insiders suggest a sense of liberation within the duchess’s team, a feeling of finally being able to chart their own course after a period of perceived constraint.
The decision to move As ever independently from Netflix wasn’t born of conflict, but rather a strategic desire for complete control. Sources describe a “mutual” parting, emphasizing the continued positive relationship between Meghan and key figures at the streaming giant, including CEO Ted Sarandos. It appears the timing was ideal, fueled by recent successes and a clear vision for the future.
As ever, launched alongside the Netflix series *With Love, Meghan*, is now poised to flourish as a standalone global brand. The initial partnership with Netflix served its purpose – a launchpad for introducing the brand and its ethos of elevating everyday moments. Now, the focus shifts to independent growth and an exciting year of planned expansions.
Netflix itself acknowledged the natural progression of the partnership, expressing gratitude for the opportunity to help bring Meghan’s vision to life. The streaming service will continue to collaborate with the Duke and Duchess of Sussex through their Archewell production company, retaining the first look on future film and television projects.
For Meghan, this move feels remarkably aligned with her past. Before stepping into royal life, she cultivated a successful lifestyle blog, *The Tig*, a platform where she effortlessly shared recipes, conversations, and a personal connection with her audience. *With Love, Meghan* and As ever represent a return to that authentic space, a place where she appears genuinely at home.
The series wasn’t about reinvention, but about reshaping her public image. It was a deliberate transition – a farewell to the constraints of royal protocol and a warm embrace of her identity as a lifestyle entrepreneur. The brand currently features curated collections including honey, tea sets, and artisanal jams, offering a glimpse into the world she’s building.
This isn’t simply a business decision; it’s a reclaiming of creative freedom. It’s a story of a woman stepping back into a role that feels intrinsically hers, a space where she can connect with others through shared passions and a celebration of simple joys.
