Duchess Meghan plans to continue running As Ever from her ‘international bases’

The Duke and Duchess of Sussex plan to temporarily move to the UK for at least one school year. Their children are already enrolled in a British school and will begin attending that school in September. We learned all of this yesterday, when People Magazine and several British outlets all broke the story at 5 pm EST. There was something I missed in all of the hubbub, because I was so focused on the shock of it all: Meghan still plans to operate As Ever. From People Mag:

While the family’s longer-term residential plans remain unclear, PEOPLE understands Meghan will continue leading As Ever from the couple’s international bases, while Harry will be able to spend significantly more time supporting U.K.-based charities and patronages.

[From People]

Yeah, As Ever has been sending out promotional emails this week, and Meghan just introduced a new seasonal jam flavor (blackberry) this month. Incidentally, I got my blackberry jam last week and I ate some last night, completely shellshocked by this news. So, Meghan plans to continue As Ever at least. It would be hysterically funny if this move back to the UK was at least partially about Meghan prepping As Ever’s international launch.

Considering the As Ever brand is so tied to California, I wonder if Meghan will gently expand the imagery and vibe around As Ever. One of the ways she could do that? By having a home in the Cotswolds, one of the most lush and beautiful parts of the UK. The Sussexes have emphasized that they’re maintaining their Montecito mansion, and they’re buying or leasing some place outside of London. A lot of people are theorizing that they’ll end up based in the Cotswolds. I also think that would make a lot of sense, more sense than having a place in Windsor or Norfolk or wherever. Originally, back in 2017-2018, they leased a home in the Cotswolds as well. Like, that was their original plan, to have a country home in that area.

Oh, and Meghan better maintain her personal Instagram AND As Ever’s Instagram. If they force her to give up her personal IG, I will be very upset.

Photos courtesy of Meghan’s Instagram and As Ever’s Instagram.

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23 Responses to “Duchess Meghan plans to continue running As Ever from her ‘international bases’”

  1. Chenni says:

    I hope they thought this because Uk and Europe is not that much market friendly in usa. I don’t know I’m sad meghan mental health was good in usa but this time I hope she gets lots of support.

  2. Nancy says:

    Can they force a private person ( is she even a UK citizen?) to give up her Instagram? It’s not like before when she was a working royal.

    • Beth says:

      Nope. The only way the palace could have any control at all is if the Sussexes were half-in/half-out. But The Firm messed up by refusing to play ball, so that ship has sailed, lol!

  3. E.A says:

    There God after 6 years they haven’t learned anything, no spokeperson clear statement, explaining why. Just let news write about them, patheic. I honestly believe Meghan lives in the cloud probably why she could marry a man like Harry. your friends warned you, married him the family clearly they didn’t want you, racism, misgyongy. Your mother in law having dinner with people who abused you on a daily. All of this for a man who couldn’t affort to provide for you, his father a king that currentley pays for his brother and clearly does not care for the safety of you or your children. But hey love wins and all of that

    • Tessa says:

      Camilla is stepmother in law. Diana would have been her mother in law.

    • Elizabeth says:

      They don’t owe anyone an explanation of why they are moving back to the UK.

    • Jais says:

      Can I live in the clouds with her then? A hot husband and who adores her. Cute children and dogs. Close friends. A house in Montecito, Portugal and now the uk. Please please can I live in those clouds too.

  4. Lady Esther says:

    I’d guess first out of the gate is expansion to English speaking countries (Australia, the UK and Canada) because H&M have a handle on all three countries and their media. Then the rumoured expansion into housewares….

    Then Meghan has to accept her Emmy…

    Then she supports the Oscar run for Cookie Queens…

    She’s going to be a busy bee for at least the next six months, all of which she can handle with Zoom calls and her usual travel..And she’s still repped by WMA so who knows how much other stuff she’s got in the pipeline ; my bet is something fashion related…

    Then Inviticus UK! And that’s not even including her own charity work!

  5. Brassy Rebel says:

    I’m sorry to say I fear that being forced to give up her IG will be the least of Meghan’s problems.

  6. Amy Bee says:

    I never had any doubts about AsEver. I’m sure she’ll fly home to do promotional shoots etc. My question is what happens to her personal IG? Is she going to continue to post on it or she going to be quiet for the time she is in the UK and only post when she’s in the US? How visible is she going to be in the UK?

    • Lurker says:

      Why would she give up her IG? The Palace has no hold over her. They don’t come back as working royals. She simply has to adjust her working hours for her FaceTime meetings.

      As for the dogs, they will bring them. Remember when they went on vacation in Canada? The Queen famously said “they won’t come back, they took the dogs”. Taking the dogs on a private plane for their move makes sense if they intend to stay for a year.

      Archie will miss his chickens, I hope for photos of a lush English garden with flowers, veggies, and chickens. David Beckham has just that in the Cotswolds, hopefully H&M found a nice secluded estate offering all that, too.

  7. MelodyM says:

    I’m wondering if they’re going to bring the dogs or leave them behind for a year?

    • Amy Bee says:

      I think they’ll bring the dogs over. They did when they left for Canada in 2019.

      • North of Boston says:

        I wonder if that was more to keep the dogs safe? Weren’t there some incidents of Gus or one of the other dogs getting injured while they were away/out? I don’t think that same risk is present in Montecito.

        That being said, if it’s a year I can’t imagine them not bringing them.

        Then again, three days ago, I couldn’t imagine them ever moving back to the UK. So what do I know?

  8. LadyE says:

    I’ve probably bored everyone here atp with the stories of my jam connoisseur father and his LOVE of As Ever (80 year old who knows less than zero about the FR or royal intrigues. or who Meghan even is, vaguely aware of Harry), but point being As Ever is a GOOD product. Yay that EU and Brits get to finally try it!

    I’m very happy for Harry and Meghan. I don’t need to be on a “team” or like them because they are being mistreated and are the “victim” in a fight. I want them to be happy, at peace, and successful. I think it’s great that they are retuning to the UK. Harry and Meghan are kind, incredibly charismatic, and friendly people. They and the littles will have a lovely time wherever they live in the UK. British people are not the UK press, they’re not the Royal rota.

  9. julie says:

    As a private citizen, I don’t see how she could be forced to give up her IG account. Cotswolds seem a good guess as I believe their friend Ellen Degeneris with wife Portia De Rossi live there.

    • Amy Bee says:

      I think it’s likely they’re going to be staying at one of Ellen and Portia’s properties in the Cotswolds.

  10. LovelyRita says:

    This scares me. It’s one thing now, but when William takes over? My god. They are way braver than me.

  11. Eurydice says:

    Of course, she’ll keep running As Ever – Meghan is a planner. As for her IG, the UK is beautiful and a part of her family’s heritage and I’m sure she’ll be showcasing that.

  12. Jais says:

    Well I foresee her keeping her insta and using it to promote as ever. I’m more curious about the productions they have for netfix, book adaptations and that polo one? I’d imagine they can still do that from the uk though. I don’t think people realize how much production has left California. A lot of it’s left Atlanta too. And a whole lotta of it is now based in the uk just saying.

    • Lady Esther says:

      And H&M through Archewell are executive, not line producers so it’s not like they have to be on set every day… They can do it from anywhere

  13. Kate says:

    I’m worried about As Ever and her instagram and her making herself small again. I think it will really depend on why they are moving. If there is any deal in place with Charles, I see less/no instagram and end of as ever. Given that he only just found out I’m hopeful this is fully their own choice and because they want to and not a have to. Unless that is a lie, and Charles was part of this, then I’m worried, because it will mean control.
    Her jam is actually very good by the way.

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