As the Duke and Meghan prepare to leave behind Montecito, one element of their fading empire remains intact: As Ever, her nascent lifestyle brand. According to insiders, As Ever will continue to court consumers with its gauzy branding and curated jams, candles, and teas, alongside an $89 sparkling wine, even as news broke of their return to the UK.

Last year, Meghan released her Netflix series With Love, Meghan, refashioning herself from ex-royal to a domestic goddess in the vein of Gwyneth Paltrow. Alongside the show, As Ever launched spreads, lavender honey, and wines. The program served as streaming product placement, featuring items like dried “flower sprinkles” sold for $15. Though critics called it masquerading as influencer culture, every release sold out within an hour.

Although Meghan eyes an acting comeback, As Ever remains a California-based venture with global shipping ambitions. Brand consultants warn that explicitly tying a label to one person’s popularity creates vulnerability. However, preserving its effortless, elevated coastal sensibility may still attract international buyers seeking everyday magic.