Why is Meghan Markle Heading to Australia? Expert Says She Needs 'Other Revenue Streams'
With 12 trademark filings, a £1,500 ($2,108)-a-ticket wellness retreat, and As Ever eyeing a brand new market, the Duchess arrives Down Under.
Meghan Markle is heading to Australia next month, and it seems she has already done her homework. The Duchess of Sussex has been laying the groundwork for an expansion of her As Ever lifestyle range, with trademark filings lodged in Australia as far back as September 2024 and approved last year. Twelve trademarks in total, spanning an ambitious sweep of categories– skincare, candles, jewellery, homeware, clothing, event planning, podcasts, and self-care, all filed under the rather elegant descriptor- "fancy."
Practical additions include gardening tools, a garden tool gift set, yoga straps, and even pet feeding mats. Amidst the backdrop of her parting ways with Netflix, insiders describe the split as a brand that is now "ready to stand on its own." Emily Nash, speaking on HELLO!'s A Right Royal Podcast, described the separation as a bit of a ‘slow divorce’. "That's been a bit of a slow divorce," she said. "This is a conscious uncoupling, I would say. It has been a slow burn because we sort of had the sense that things weren't right a long time ago. So she does need to look at other revenue streams. And maybe Australia is her new market."
For now, As Ever remains a US-facing operation. Raspberry jam, herbal teas, candles, and flower sprinkles are among its current offerings — and a spokesperson for the Duchess was careful to cool speculation about an Australian rollout, telling ITV there had been no "decision" made and that any such suggestions were purely that.
Yet twelve trademark filings tell their own story. The trip itself, pencilled in for mid-April with stops in Sydney and Melbourne, looks like it will be major boardroom pitstops for her brand. Nash confirmed that the visit is expected to be "largely a business trip," with Markle headlining the Her Best Life retreat — a premium wellness event where tickets are priced at $2,699, covering a gala dinner, meals, alcohol, and two nights at Sydney's InterContinental Hotel. "The key focus, certainly for Meghan, is appearing at this retreat," Nash noted, "for which tickets cost £1,500 ($2,018) — there are two packages, including a VIP one."
Prince Harry's presence on the itinerary also appears to have an important purpose. His ties to Australia are as old as time. "Harry's got a very strong military connection," Nash explained. "He spent time serving alongside the Australian Army back in 2015. His Invictus movement is very popular in Australia as well." A joint statement from the couple confirmed the visit would encompass "private, business, and philanthropic engagements," with further details promised in due course.
It will be their first time back since October 2018, when a then-pregnant Markle joined Harry on a 16-day royal tour — a very different chapter for a very different couple. Their children, Archie, six, and Lilibet, four, are not expected to make the journey this time. The Sussex visit has also drawn attention to a long-anticipated trip of a different kind.
William and Catherine have been tipped to visit Australia for some time, though no firm date has materialised. At the St Patrick's Day parade in 2025, the Princess of Wales was overheard saying she hoped to bring the children back to the country before long. Nash, talking about the pressures at play, said. "It's definitely been something that is in their pipeline," she said. "William is the future head of state. As things stand in Australia, they still remain incredibly popular, but they have not been there since Prince George was a baby — six months old."
