Meghan Markle may have thought the hardest part of building As Ever was getting past geographical restrictions and name conflicts, but Martha Stewart apparently has other plans for her business headache. The famously unfiltered, demanding, and unapologetic businesswoman has cultivated a reputation as the queen of hosting, and she has crossed paths with the Duchess of Sussex before. Now, however, it appears the rivalry could be entering more entrepreneurial territory as she plans to target As Ever after the infamous incident where she said the Duchess was speaking freely about her in-laws at a dinner.

According to the rumor mill, Martha Stewart is preparing to set her sights on Meghan Markle’s As Ever lifestyle brand, turning an already complicated business journey into something far more intriguing.

According to a source who spoke to Heat World, Martha Stewart’s recent comments about Meghan Markle have added fuel to growing speculation that the lifestyle mogul is taking aim at the Duchess of Sussex. Stewart questioned Markle’s transition from actress to princess to homemaking personality, while also publicly discussing Markle’s private conversation about Prince Harry and King Charles III.

“Martha does not like other people coming into the lifestyle space,” the source told Heat World, pointing to Martha Stewart’s long-standing dominance in the homemaking and entertaining world. The source also cited Stewart’s rivalry with Gwyneth Paltrow as an example of her competitive streak. However, these claims remain attributed to the source rather than independently confirmed.

Although one has to note that she did take a jab at Markle's fast-changing career while talking to Empire Magazine previously.

Martha Stewart has also claimed that Meghan Markle discussed her and Prince Harry's United Kingdom reunion with King Charles III at a dinner gathering. The comment placed the domestic doyenne back in the headlines alongside the Duchess of Sussex. It is following those expressed sentiments that the source informed Heat World of Stewart's little patience for newcomers threatening her lifestyle throne.

According to sources, Meghan Markle, who has somehow found herself in EastEnders, is not planning to fight Martha Stewart with another round of public remarks. Instead, the Duchess of Sussex reportedly intends to compete where it counts: the marketplace. As Ever, therefore, may become less a lifestyle experiment and more an unexpectedly spicy challenge to one of America's most established homemaking empires.

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And as the insider pointed out, this is not the first time that Martha Stewart is coming after a rival in such a way.

Martha Stewart’s competitive streak has surfaced repeatedly across the lifestyle world, particularly when celebrities have attempted to build empires beyond entertainment. Her long-running tension with Gwyneth Paltrow became especially notable, with Stewart questioning Paltrow’s credentials and later engaging in playful magazine-era jabs. The rivalry eventually extended into business, when Lisa Gersh moved from Martha Stewart Living Omnimedia to Goop.

Blake Lively encountered similar skepticism when she launched Preserve, with Martha Stewart questioning why the actress was entering commerce while her acting career was thriving. Martha Stewart has also challenged Rachael Ray’s culinary credentials, describing her as an entertainer rather than a traditionally trained chef. Even Kmart received pointed criticism when Stewart publicly questioned the deterioration of its retail standards, and now, Meghan Markle seems to have officially entered the race. 

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What do you think of Martha Stewart's jab at Meghan Markle's As Ever? Let us know in the comments!