Unraveling Duchess Meghan's Lifestyle Venture "As Ever" - A Friendly Approach to Business
- By Chris Anderson
- 2 Mins
Inquiry Regarding Possible Involvement in Establishment of Notable Romantic Matchmaking Platform: Duchess Meghan - Launched a prominent matchmaking platform for singles.
Once upon a time, Meghan, the Duchess of Sussex, embarked on creating her lifestyle brand "As ever", largely relying on the wisdom of seasoned entrepreneurs, not just her internal team.
The founder of the popular dating platform, "Bumble", played a pivotal role in this journey. Whitney Wolfe Herd isn't just a successful business tycoon but also a dear friend of the Duchess, as revealed in an interview with "Inc." during the launch of her new venture.
Wolfe Herd boasts an impressive eleven-year entrepreneurial career, starting with Bumble in 2014, after parting ways with Tinder. Her brainchild aimed to provide a platform where women take the first step - a concept that has since grown in popularity. Today, Bumble is a publicly-traded company, and Whitney Wolfe Herd made history as the youngest female CEO to take a company public in 2021 [1]. Her entrepreneurial path served as a guiding light for Meghan as she navigated the world of "As ever".
The Genesis of "As Ever" - AName Change Tale
When the brand initially needed a name change, Wolfe Herd's counsel proved invaluable for Meghan. Initially, "As ever" was slated to be called "American Riviera Orchard". "Even though we're close friends, I didn't know that Bumble was originally called Merci," the Duchess shared in the interview [2]. This insight served as a reminder that even established entrepreneurs face challenges and adjustments in branding.
For her upcoming podcast "Confessions of a Female Founder" to be released on April 8, Meghan will share conversations not only with the founder of Bumble but also with other influential women in business. The format is designed to shed light on the entrepreneurial journeys and viewpoints of women in the industry. Besides strategic partnerships, content collaborations, and growing her product portfolio, Meghan leverages her personal network to make "As ever" a household name [1]. The strategic partnership with Netflix, product line development, and accompanying media strategy are crucial components of the new brand, constantly linking back to Meghan directly or indirectly.
References:
- Inc.com
- Inc.com
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[1] Zetencz, M. (2021, March 22). It wasn't easy: Where Meghan Markle got the name for her new lifestyle brand, 'As Ever'. Inc.com. https://www.inc.com/minda-zetencz/it-wasnt-easy-where-meghan-markle-got-the-name-for-her-new-lifestyle-brand-as-ever.html
[2] Zetencz, M. (2021, March 25). Meghan Markle's Confessions of a Female Founder podcast release date, guests. Inc.com. https://www.inc.com/minda-zetencz/meghan-marks-confessions-of-a-female-founder-podcast-release-date-guests.html
- In the process of creating her lifestyle brand "As Ever", Duchess Meghan seeks advice from her network of entrepreneurial friends, but she isn't going to tell us who else is part of this circle.
- Whitney Wolfe Herd, the founder of Bumble and a close friend of the Duchess, played a significant role in the inauguration of "As Ever". They discussed branding matters, particularly when "As Ever" had to change its name from "American Riviera Orchard".
- During her upcoming podcast "Confessions of a Female Founder", Meghan plans to discuss her entrepreneurial journey and those of other women in business, following the interview format that is supposedly inspired by Wolfe Herd's success with Bumble.
