The latest business venture of Meghan Markle began with something as simple as homemade jam, but it has now turned into a far more complicated story behind the scenes.
What once looked like a promising partnership with Netflix has quietly unraveled, leaving her lifestyle brand at a crossroads.
With shifting dynamics, mixed results, and growing industry skepticism, Meghan Markle now faces a moment that could redefine both her business ambitions and her long-term place in entertainment.
Meghan Markle’s Lifestyle Brand Took Shape From A Simple Idea
Before becoming a business, Meghan Markle’s As Ever brand had modest beginnings rooted in creativity during the pandemic.
What started as making jam at home soon evolved into something much bigger after a basket reached a top Netflix executive.
That moment sparked the idea for a show, even though Meghan initially had reservations. “I hadn’t at the onset thought that was something I wanted to share in that way,” she admitted per the Daily Mail, when reflecting on the moment the concept of a show was introduced.
Still, the concept moved forward, eventually leading to the television series “With Love, Meghan” and a holiday special released across 2024.
The brand followed shortly after, expanding from jam into a range of products including teas, candles, wine, and more. There were even plans to grow further through partnerships, including a luxury floral service.
At the time, Netflix stood as a key commercial partner, backing both the content and the business.
However, although the rollout appeared ambitious on the surface, deeper issues were already taking shape.
Meghan’s Netflix Partnership Fell Apart Behind The Scenes
Despite early optimism, Meghan Markle and Netflix’s partnership did not last as expected. The collaboration was originally intended to continue until the brand became profitable, but that plan quickly shifted.
Tensions reportedly began building by late 2025, long before the official split. When the partnership ended, both sides attempted to frame it positively.
A spokesperson for As Ever claimed at the time, “We have experienced meaningful and rapid growth and As Ever is now ready to stand on its own.”
Netflix responded with a carefully worded statement, emphasizing support while signaling distance.
“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently,” they noted.
Behind the scenes, however, the reality appeared less smooth. Sources suggested that enthusiasm within Netflix had faded significantly, with insiders claiming the company was effectively “done” with the venture tied to As Ever.
Meghan Markle’s Brand Struggled With Sales And Direction
At the center of the fallout was a fundamental issue: performance. While the brand launched with a wide range of products, it failed to generate the expected demand.
One insider told the Daily Mail about the core problem, saying, “The issue was sales in the end. The product was not taken up in the way that people had hoped.”
Another added that the concept itself became symbolic of its struggles. “The jam thing became totemic. There was just all this jam,” they said.
Reports suggested that unsold inventory reached significant levels, with excess products even made available internally.
Creative differences also played a role. Netflix reportedly had a long-term vision that included expanding into homeware, retail spaces, and publishing.
However, Meghan Markle was not aligned with that direction and instead chose to bring in her own creative leadership, signaling a shift away from Netflix’s influence.
Those decisions ultimately contributed to the breakdown, as the partnership failed to find a unified path forward.
Meghan’s Relationship With Netflix Executives Has Shifted
As Meghan Markle’s business struggles became more apparent, so too did a noticeable change in her relationship with some of Netflix’s most powerful figures.
At one point, the 44-year-old had strong backing from top leadership. Netflix co-CEO Ted Sarandos had publicly praised her, even referring to her as “the rock star” during the height of their collaboration.
His support went beyond business as he and his wife, Nicole Avant, were said to be personally close to Meghan and Prince Harry, even hosting them at their home during a transitional period.
Creative chief Bela Bajaria was also instrumental in bringing Meghan’s early ideas to life. However, that enthusiasm appeared to cool.
Behind the scenes, insiders suggested tensions had grown, though public statements remained carefully supportive.
Bajaria maintained a diplomatic stance, telling Variety, “Archewell has been a thoughtful and collaborative partner, and we’ve really enjoyed working with Harry and Meghan.”
At the same time, other reports painted a more complicated picture of internal dynamics, including claims about communication challenges during meetings.
Those allegations were strongly denied, with a legal response stating, “This is blatantly false.”
Meghan Markle’s Future With Netflix Now Hinges On What Comes Next
With the As Ever partnership now behind her, Meghan’s broader deal with Netflix faces increased scrutiny.
While she still has a first-look agreement through Archewell Productions, its future depends on whether new projects are approved.
Her previous content delivered mixed results. The first season of “With Love, Meghan” performed modestly, but its follow-up saw a significant drop in viewership.
The disconnect between her shows and her product line also raised questions about the overall strategy.
Behind the scenes, there are growing doubts about long-term viability. As one insider put it, “I don’t think anyone is going to be killing themselves with an effort to work with them at this point.”
With the entertainment industry becoming increasingly competitive, Meghan’s next move will be critical not just for her brand but also for her standing in the streaming world.