Meghan Markle might’ve made headlines with her raspberry jam and pastel-toned teas, but now her lifestyle brand, As Ever, is facing a wave of confusion.
What was once marketed as a curated vision of home, heart, and hospitality is now being described by experts as, well, a little lost.
And while Meghan has hinted at big changes on the horizon, some branding professionals are starting to wonder if fans might eventually just stop caring.
“What Exactly Are We Buying?” Experts Are Asking
The main criticism? No one really knows what As Ever is trying to be.
From honey jars to talk of fashion lines and podcast confessions, the brand’s identity seems to be all over the place.
One branding expert didn’t mince words, joking that As Ever feels like “if Martha Stewart’s child and Goop crashed a royal garden party, got distracted by the hydrangeas, and forgot why it was there.”
Translation? It’s pretty, it’s luxurious — but it’s confusing.
Mixed Messages and Jam That’s Gone MIA
Meghan officially launched As Ever on April 2, with her $14 raspberry jam selling out in just 45 minutes.
But two months later, fans are still waiting for a restock.
And that’s not the only thing causing whiplash.
In a recent interview with Fast Company, Meghan said she’s taking a step back to “gather data” and figure out the next chapter for the brand — and possibly delay new products until early 2026.
Yet, not long after that interview dropped, insiders revealed that more jam might actually be coming soon. So which is it?
This kind of back-and-forth is exactly what experts say erodes consumer trust.
“The Brand Feels Like a Mood, Not a Message”
Leading PR guru Mark Borkowski says As Ever isn’t really functioning like a business right now.
Instead, he calls it “an aesthetic experiment.”
While it has the look and feel of a luxury brand, he says it’s not clear what it’s actually trying to sell — aside from “vibes and vague aspirations.”
He warned that unless the brand starts showing clarity and direction, customers won’t know what they’re buying into.
And that makes it hard to keep emotional — or financial — investment.
Even Meghan’s Former Friends Say It’s All Over the Place
Nick Ede, a branding expert who once knew Meghan during her Suits days, also weighed in.
He said fans are likely to lose patience with the uncertainty.
In his view, As Ever should be a holistic reflection of Meghan’s passions — food, fashion, wellness — tied together under one umbrella.
Instead, he says the brand lacks consistency and self-awareness.
Two months with no product restock and radio silence from the brand? That’s a problem, he says — especially when different stories are being told in public.
Meghan’s Past Success Shows Her Potential
Ede pointed out that during her time on Suits, Meghan had the “Meghan effect” — anything she wore would sell out.
He believes she’s trying to tap back into that magic with As Ever and ultimately hopes to create a one-stop shop that reflects her entire world.
That would also help satisfy major backers like Netflix, who collaborated on her podcast and likely have a stake in how the brand performs.
Is Meghan Pivoting Toward Fashion Next?
Interestingly, Meghan hinted that As Ever might soon explore fashion — though she didn’t confirm when.
She did say she wants to “focus on the hospitality angle” first, but admitted fashion “is something I will explore at a later date.”
Her broader vision, she says, is rooted in home and garden — and she hopes to build out from there based on what customers are looking for in different seasons.
Netflix Gave Her the Green Light to Go Solo
In the interview, Meghan also revealed that Netflix supported her decision to launch a stand-alone shop rather than selling through their branded site.
That gives her more freedom to develop her own identity — but it also comes with greater pressure to figure out what that identity actually is.
Netflix, after all, already has a functioning merch store full of Stranger Things jackets and Squid Game gear.
So Meghan’s store needs to stand out for more than just aesthetic appeal.
“What Would I Even Call Myself?” Meghan Gets Candid
In a surprisingly vulnerable moment, Meghan admitted she wouldn’t even know how to describe herself if she had to write a résumé today.
She said her identity is made up of “many notes,” but insists they’re all “part of the same song.”
Marketing expert Lydia Berman found that moment powerful — but also telling.
In branding terms, she said, that kind of personal uncertainty can spill over into how the public perceives the brand.
Without a Clear Identity, the Brand Risks Fading
Berman believes that As Ever is struggling because it hasn’t carved out a consistent voice or purpose.
Exploring things like fashion is fine — as long as it’s part of a bigger picture.
But right now, the brand feels more like a string of scattered ideas.
She warned that if even Meghan isn’t sure what As Ever stands for, it becomes harder for customers to connect emotionally — or want to spend money on it.
Conflicting reports about whether the jam will return just make things more confusing.
“Mom Moments” Still Fuel Meghan’s Ambition
Despite the chaos, Meghan says it’s her role as a mom that gives her the strength to keep building.
She revealed a sweet moment with her son Archie, who recently lost a tooth.
Meghan said she acted as the tooth fairy, leaving coins and a little dinosaur under his pillow.
Even though she had a busy day of business meetings ahead, she chose to cuddle him all night — a decision she says made her a better boss and founder.
Whether As Ever will manage to refocus and rebuild remains to be seen.
But one thing’s clear: in today’s competitive lifestyle market, vibes alone might not be enough.