Meghan Markle's lifestyle brand As Ever has left consumers in confusion after products sold out within 45 minutes of its official launch on April 2nd but have remained out of stock for nearly two months.
The Duchess of Sussex's range, which included £10.80 raspberry jam, honey and herbal teas, generated immediate demand but has failed to replenish stock since the initial sell-out.
The brand's absence from the market has raised questions about its business strategy and commitment to customers who were unable to purchase items during the brief availability window.
Conflicting statements about the brand's future have emerged, creating further uncertainty for potential customers.
Meghan Markle's lifestyle brand As Ever has left consumers in confusion after products sold out within 45 minutes of its official launch on April 2nd but have remained out of stock for nearly two months.
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In an interview with US business magazine Fast Company to coincide with her Confessions of a Female Founder podcast finale, the 43-year-old hinted she might never restock products such as her raspberry jam amid plans to "step back, gather data from the launch, and figure out exactly what As Ever could be".
She told the magazine she is not planning to announce new products until the first quarter of 2026.
However, just hours after the interview was published, insiders told MailOnline that a jam restock will in fact be coming soon, prompting questions over the "mixed messages" her lifestyle brand is sending.
Mark Borkowski, arguably Britain's leading PR guru, told MailOnline: "Meghan's brand isn't so much a business as it is an aesthetic experiment, mood over message.
The Duchess of Sussex's range, which included £10.80 raspberry jam, honey and herbal teas, generated immediate demand but has failed to replenish stock since the initial sell-out.
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"One day it's jam, the next it's ambiguous talk of stepping back, then it's whispers of fashion. From a PR standpoint, it's all theatrics and no third act."
He criticised the brand for having "all the trimmings of curated luxury but no sense of what it's actually selling, apart from vibes and vague aspiration".
The comments highlight growing concerns about As Ever's lack of clear identity and coherent business strategy.
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The Duchess of Sussex outlined the need to gather data from the launch of her lifestyle brand.
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Brand and Culture expert Nick Ede agreed that Meghan's brand lacks identity, telling MailOnline: "The biggest problem with all of this is that consumers are going to start to fatigue and give up on the brand.
"Shoppers want bragging rights and it feels like they don't know what they are and so fans and consumers will soon start clicking on other brands with strong identities and great product."
Ede said the brand "feels like it lacks consistency and awareness".
He suggested the Duchess of Sussex wants As Ever to be "a one stop shop for all things Meghan" to ensure "her investors and partners Netflix are happy".
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