Meghan Markle appeared to address her British fanbase this evening on Instagram after a source claimed As Ever had “sold a million jars”.
The Duchess of Sussex's lifestyle brand shared a new post featuring four photographs, including one image of Meghan herself, as well as styled shots of As Ever products.
One image showed the Duchess of Sussex arranging flowers outdoors in neutral knitwear, while others focused on the brand’s lemon ginger tea and a white ceramic As Ever candle being lit.
The post contained the distinctly UK-coded caption: “This is your sign to put the kettle on.”
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The wording of the caption was notable for its distinctly British phrasing.
“Put the kettle on” is a familiar UK expression associated with tea, hospitality and everyday domestic routine, and is far less commonly used in American speech.
Its use suggests a deliberate nod to Meghan's time living in the UK between 2018 and 2020, despite As Ever being a US-based brand.
The imagery also reinforced the core product categories that As Ever has focused on since its launch in April 2025: tea, tableware, candles and small-batch pantry items.
Meghan Markle sends message to British fans after As Ever ‘sells a million jars’
|INSTAGRAM: AS EVER
The lemon ginger tea tin was shown prominently among fruit and blossom, while the candle image mirrored earlier promotional material released by the brand.
The post comes amid renewed attention on As Ever following reports this week of a website error that briefly exposed backend inventory figures.
Screenshots circulated online showing exact stock quantities when users attempted to add unusually large orders to their baskets, prompting discussion about how many products remained available.
Sources familiar with the business pushed back on negative interpretations of the glitch. A source told The Sun: “I think it’s fair to say business isn’t just successful, it’s flying off the shelf.
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As Ever Lemon Ginger Tea, as seen in the Instagram post
|INSTAGRAM: AS EVER
“Meghan inadvertently revealed that one million jars were ordered for that one product, and has only 130,000 left.”
In a separate comment to Newsweek, an insider said of the online attention: “It’s exceeded everybody’s expectations in terms of how well it’s gone… that period has been incredibly successful.
“People are attempting to paint a negative narrative and are choosing how they present things… they often don’t present the whole picture.”
According to sources, the inventory figures do not reflect slow sales but rather strong demand and international expansion plans, with the glitch now resolved and purchase limits added to the website to prevent similar exposure of stock totals.
Meghan also shared an image of this As Ever candle
|INSTAGRAM: AS EVER
Against that backdrop, the latest Instagram post from As Ever contained no reference to sales, restocks or expansion, and no promotional language beyond the caption itself.
As Ever’s Instagram comments remain disabled, meaning the brand controls the narrative entirely through its own imagery and wording.
The caption’s simplicity contrasts with the scrutiny the brand has faced since launch.
Rather than addressing criticism or speculation directly, As Ever continues to present itself through controlled visual cues and short, neutral captions.