Meghan Markle is boldly expanding her lifestyle brand As Ever into hospitality by planning hotels and restaurants, driven by her passion for food and authentic experiences, marking a powerful evolution in her entrepreneurial journey that excites fans and industry watchers alike.

Meghan Markle, the Duchess of Sussex, has quietly but ambitiously expanded her lifestyle brand, As Ever, into the world of hospitality — and the move has the public and industry insiders buzzing with curiosity.

Known for her poise, style, and advocacy, Meghan has steadily built her brand beyond the traditional celebrity endorsements and charitable efforts, stepping into entrepreneurship with a clear vision.

Now, recent developments hint at an even bolder plan: launching hotels, restaurants, and other hospitality ventures under the As Ever name.

The news comes after Meghan filed a trademark application covering a wide array of hospitality services, including food and drink provision, temporary lodging, and various accommodation-related experiences.

This marks a significant pivot from As Ever’s original focus, which centered largely on artisanal food products and lifestyle goods inspired by Meghan’s personal interests in gardening, cooking, and mindful living.

As Ever first entered the public eye with its launch in 2024, initially named American Riviera Orchard before rebranding early this year.

The brand offers a curated selection of handcrafted jams, honeys, and floral sprinkles, each reflecting Meghan’s aesthetic and values of sustainability and natural beauty.

These products sold out rapidly, revealing a devoted and eager customer base hungry for more from the duchess’s growing enterprise.

What makes this new hospitality ambition particularly intriguing is how it connects with Meghan’s recent creative ventures.

Earlier this year, she debuted With Love, Meghan, a Netflix cooking and lifestyle series where she entertained celebrity friends, explored recipes, and highlighted the joy of gathering around food.

The show’s warm, inviting atmosphere perfectly mirrored the kind of hospitality experience one might expect from a hotel or restaurant tied to her brand.

The series’ success has been undeniable, quickly earning a loyal audience and already greenlit for a second season.

It showcased Meghan not just as a former royal or media personality but as a genuine tastemaker who understands the power of connection through food and thoughtful entertaining.

Industry experts suggest that this authentic passion could translate into unique, personalized guest experiences within her hospitality ventures — blending culinary excellence, welcoming environments, and a modern sensibility that resonates with contemporary consumers.

Meghan’s entrance into the hospitality world also fits with her larger entrepreneurial identity. She has been candid about wanting to be recognized not just for her royal past or advocacy but as a businesswoman and female founder.

She recently expressed a determination to shape a brand that carries influence without compromising authenticity, stating her vision is to build something meaningful and lasting.

Beyond the obvious business angle, this move could be interpreted as part of Meghan’s effort to define her own legacy—one rooted in creativity, community, and empowerment.

Her hospitality plans may embody these principles by emphasizing sustainability, local sourcing, and inclusive, welcoming spaces.

In today’s travel and lifestyle industries, where consumers increasingly seek experiences that feel both personal and ethical, Meghan’s brand could tap into a rich and expanding market.

While exact details remain under wraps, speculation is rife that Meghan’s hospitality venues will reflect the values she has publicly championed.

Expect thoughtfully designed spaces that blend elegance with comfort, menus featuring fresh, seasonal ingredients, and events that foster connection and celebration.

Given Meghan’s global profile and deep network of influential friends and collaborators, these projects could attract considerable attention and become cultural landmarks in their own right.

This expansion into hospitality also highlights how Meghan continues to evolve beyond the traditional confines of celebrity.

From her early career as an actress to her role as a senior royal, and now as a multifaceted entrepreneur, she has consistently adapted and embraced new opportunities.

As Ever’s venture into hotels and restaurants signals a confident step toward creating immersive lifestyle experiences that go far beyond products on a shelf.

The timing of this move is noteworthy too. With Meghan and Prince Harry stepping back from royal duties several years ago, both have focused on building independent careers and philanthropic efforts.

Meghan’s successful deals with streaming platforms and her growing brand portfolio show a clear ambition to control her narrative and business trajectory. Hospitality could be the next frontier where she leaves a tangible mark, blending her personal passions with commercial savvy.

Moreover, Meghan’s focus on hospitality connects with a long tradition of royal patronage and engagement in the arts and culture, albeit in a contemporary, entrepreneurial fashion.

Instead of ceremonial roles, she now shapes experiences that invite people into spaces inspired by her lifestyle and ideals. This democratization of luxury and accessibility to refined, meaningful encounters may well redefine what hospitality means for a new generation.

As Ever’s hospitality ambitions also complement Meghan’s advocacy work, particularly her emphasis on mental health, wellness, and community-building.

By crafting spaces that encourage rest, connection, and thoughtful living, Meghan’s brand could provide more than just physical accommodations — it could offer refuge and inspiration amid today’s fast-paced world.

If successful, Meghan’s entry into hospitality might influence other celebrities and entrepreneurs seeking to expand their brands beyond traditional domains.

It would demonstrate the power of combining personal narrative, authenticity, and a commitment to quality in building lifestyle empires that resonate deeply with audiences.

The question now is where and when these ventures will materialize. Will Meghan open boutique hotels in picturesque locales reminiscent of the brand’s early “American Riviera” inspiration?

Could pop-up dining experiences or intimate restaurants be the initial step before launching full-scale resorts? Fans and industry watchers alike are eager to see how As Ever will bring this vision to life.

In any case, Meghan Markle’s expansion into hospitality signals a daring, thoughtful evolution of her brand. It fuses her love of food, design, and meaningful gatherings with a sharp entrepreneurial spirit that has come to define her post-royal journey.

As the world watches, As Ever might just be on its way to becoming much more than a lifestyle label — it could become a destination in itself.

Only time will tell how Meghan’s latest venture unfolds, but one thing is clear: the Duchess is not content to rest on past laurels. Instead, she’s building something bold and new, inviting everyone to join her at the table for what promises to be a remarkable experience.