EXCLUSIVE: Revealed — The Brutal Nickname Prince William and Kate Middleton’s Inner Circle Use to Mock Meghan Markle’s Lifestyle Brand

**Meghan Markle Faces Mockery from Prince William and Kate Middleton’s Inner Circle Over New Lifestyle Brand**

*Published: October 3, 2025, 2:56 p.m. ET*

Meghan Markle has reportedly faced ridicule from within Prince William and Kate Middleton’s inner circle regarding her new lifestyle venture. Friends of the royal couple have allegedly given her business a cutting nickname, RadarOnline.com can reveal.

The Duchess of Sussex, 44, launched *As Ever* earlier this year — a rebranded lifestyle company offering products ranging from rosé wine to cookie mixes. However, behind palace walls, her efforts have not been taken seriously.

### ‘As If’ – The Cruel Nickname for Meghan’s Brand

A royal insider shared that William and Kate’s associates have been mocking the brand relentlessly. One source revealed, “Within William and Kate’s circle, people joked by calling it ‘As If,’ meaning they doubt it will ever succeed. It became a running joke that had everyone laughing.”

Another insider added, “People were swapping plenty of messages about it. The whole venture feels poorly put together and lacking polish – honestly, it’s a bit embarrassing.”

### Long-Standing Royal Tensions

These remarks underscore the ongoing strain in the relationship between the Sussexes and the rest of the royal family. The divide has only deepened since Harry and Meghan stepped back from official duties in 2020.

Their 2021 interview with Oprah Winfrey — in which Meghan described life within the institution as stifling and isolating — was met with Queen Elizabeth II’s now-famous statement that “recollections may vary.”

When Harry released his memoir *Spare* in January 2023, Buckingham Palace declined to comment on his claims. Palace aides said silence was the most effective strategy in response to such a direct attack.

### Charles Seeks Peace, William Stays Silent

While King Charles, 76, has sought some form of reconciliation with Harry through private talks, Prince William’s team notably abstained from these discussions, highlighting the growing distance between the two brothers. Observers note that Kate Middleton has often found herself caught in the middle of the ongoing feud.

### Meghan Finds Success with Loyal Fans

Despite the mockery from William’s camp, *As Ever* has enjoyed strong sales among Markle’s loyal following. Early batches of products — including jams, edible flower sprinkles, and shortbread cookie mix — reportedly sold out within hours.

Her inaugural vintage rosé in 2023 disappeared from virtual shelves in less than an hour, though the newest 2024 vintage remains available. Markle recently celebrated the release by posting a video to Instagram, uncorking a bottle labeled “Bottle #1.”

She captioned the video: “Here we go! First bottle off the line! Toasting to a beautiful day: Our Napa rosé is live @aseverofficial.”

Priced at $30 per bottle and sold in cases of three, six, or twelve, demand for the rosé remains high. The brand noted in a promotional social media video, “We made so much more this round, and yet it’s still going fast.”

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*Stay tuned for more updates on Meghan Markle, the royal family, and the latest news from around the palace.*
https://radaronline.com/p/meghan-markle-mocked-nickname-william-kate-circle-lifestyle-brand/

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