Meghan Markle’s American business venture appears to have significantly declined in Montecito, California, where the Duchess and Duke of Sussex maintained a high-profile presence from 2020 until their recent departure. Once promoted with considerable fanfare, Markle’s lifestyle brand As Ever has largely disappeared from local retail outlets, reflecting a broader cooling of public interest.

At Godmothers bookstore, located just a few miles from the couple’s $14.6 million Montecito residence, shelves that once prominently displayed As Ever products—including jams, herbal teas, candles, and the signature flower sprinkles—now hold only three remaining tins of the sprinkles. The store’s upstairs room previously devoted to Markle’s brand, complete with signage declaring it “curated by the Duchess herself,” has been stripped of all promotional materials. A shop assistant indicated that the store no longer carries As Ever items and appeared unfamiliar with the brand’s connection to Markle.

The fadeout of As Ever coincides with the Sussexes’ recent relocation from Montecito back to Britain, marked by the arrival of their private jet at Birmingham Airport. The couple’s initial arrival in Montecito in July 2020 was met with excitement, particularly amid the pandemic, as they sought to establish a new chapter outside the confines of royal duties. Netflix’s reported $100 million streaming deal was seen as a major step toward their envisioned media empire. However, over time, enthusiasm waned both locally and nationally.

Residents in the affluent enclave described a sense of detachment between the Sussexes and the community. Neighbors noted limited social interaction, with one identifying herself as “Susan” recalling that attempts to extend hospitality, such as leaving a bottle of wine at their gate, went unacknowledged. Others remarked on the couple’s discreet routines, such as Harry’s use of an electric bike and Meghan’s drives in a Range Rover, often avoiding social engagement.

The departure of the couple drew little local attention, with some residents expressing relief. Robert Eringer, a longtime Montecito resident, said the couple’s presence made no significant impact on the community, and he doubted anyone would have noticed their leaving without news coverage. Another neighbor described the Sussexes’ exit as quiet and unremarkable, noting an absence of the usual fanfare associated with celebrity moves.

Several local businesses that had previously welcomed Markle also observed a change in tone. Wendy Foster, owner of a boutique favored by Meghan, was among those accustomed to the duchess’s patronage during their time in the area. The loss of such high-profile clientele may contribute to the diminishing profile of the Sussexes’ American endeavors.

Overall, the Sussexes’ story in Montecito reflects a dramatic contrast between early expectations of a flourishing media and lifestyle empire and the apparent quiet dissolution of their local commercial and social footprint. The shift suggests a reevaluation, voluntary or otherwise, of their plans in the United States as they resume life in the United Kingdom.