'Underestimating Meghan Markle is a mistake', warns Diana's former butler

A former royal insider has delivered a bold warning as Meghan Markle’s lifestyle brand As Ever continues its rapid rise.

Paul Burrell, Princess Diana’s former butler and royal confidant, says Meghan’s growing business empire is only just beginning, and anyone dismissing her plans could regret it. 

Speaking to Express.co.uk on behalf of Casino, Burrell said: "I think the Royal Family and we [the public] on this side of the Atlantic are all amused by it."

But he added a sharp warning: "Make no mistake, this is an empire just beginning. She will go into fashion, into jewellery, maybe have her own perfume. 'You too can smell like Meghan Markle.' I wonder what that would be like?"

His comments come just weeks after Meghan’s As Ever rosé launch sold out in under an hour on July 1. 

Customers snapped up bottles priced between £66 and £222, with the wine described as a “delicately balanced rosé with soft notes of stone fruit, gentle minerality, and a lasting finish.”

The Duchess took to Instagram to thank fans, writing: "Still soaking it in, feeling endlessly grateful. Cheers to what’s ahead!" and teasing a “thoughtful expansion into wine,” with a sparkling release due later this year.

The promo imagery for her rosé featured a stylish Napa Valley vibe: a glittering poolside table with a bottle of wine, two glasses, and perfectly sliced apricots.

Meghan has also revived her personal Instagram presence, returning to the platform in January 2025 and blending As Ever brand promotions with occasional family updates, her first active social media presence since deactivating her accounts after her 2018 royal engagement.

Since stepping back from royal duties in 2020, Meghan and Harry have been building independent ventures, but Burrell suggests the royal family should pay attention: this brand may be just the start of something much bigger.

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