There is a lot of panic about the economy right now. Consumers are bracing for prices to soar, 401(k)s are in free fall, and businesses are stockpiling their products to prepare for tariff impact. Well, there is one person who is not freaking out: Meghan Markle. In fact, she thinks her As Ever brand is perfect for the moment.
In a new interview with Fortune, Meghan said that she doesn’t expect global economic turmoil to hit her As Ever business. “At the moment, all of our products are currently made in the U.S., so we don’t anticipate tariffs affecting us directly,” she told the outlet. A year from now, paying $12 for a jar of As Ever jam might even be considered a steal. (The honey, however, will still be pricey and unavailable.)
According to Meghan, even though this is an anxiety-inducing time for a lot of people, it’s actually a great time for As Ever to thrive. “As we look at the larger context of how this is going to affect the consumer day-to-day, I’m very grateful that in part of the conception of this brand, I wanted to create products that look more prestige but are more accessible and affordable,” she said. “I think during any time of recession, people still want to find creature comforts, items that can bring them joy.”
If I remember the last recession correctly, the thing that was bringing joy to people was the original formula of Four Loko. That being said, those millennials have grown up now, and maybe trying to catch an As Ever jam drop will get their hearts going in a similar way.
