What started as an exciting new product launch for Meghan Markle’s lifestyle brand As Ever quickly turned into a PR mess — and now experts are warning that this latest hiccup could seriously damage the brand’s future.
On June 20, Meghan rolled out her second product drop with two much-anticipated additions: a $14 apricot fruit spread and a $28 orange blossom honey.
It was the kind of curated launch you’d expect from the Duchess — elegant packaging, buzzworthy products, and a social media post showing her picking apricots fresh from the tree.
But behind the scenes, things didn’t quite go to plan.
Sold Out Fast… Then Canceled Just as Quickly
The launch may have looked successful on the surface — most items sold out within the hour — but many eager shoppers who snagged the coveted apricot spread were left disappointed.
Days after completing their orders, customers began receiving unexpected emails: their purchases had been canceled and refunded.
Why? The brand had oversold.
Even FEMAIL editors weren’t spared — their own order was canceled and refunded a week later.
Some customers received an apologetic message promising a free jar when stock is replenished, but for many, the damage was already done.
The Overselling Isn’t New for As Ever
Unfortunately, this isn’t the first time As Ever has fumbled on stock management.
During Meghan’s first drop back in April, her wildflower honey was also oversold, leaving early buyers without the items they paid for.
Now that it’s happened again — and so soon — people are beginning to question the operation behind the glossy branding.
PR Experts Weigh In: Poor Planning Could Hurt the Brand
According to PR and branding consultant Natalie Trice, this kind of mistake doesn’t just look bad — it sends a loud message to customers: things aren’t being handled professionally.
“Any brand can be hit by high demand, but overselling twice in a row shows poor planning and disorganization,” Trice told Daily Mail.
She added that fans of celebrity brands like Meghan’s aren’t just buying products — they’re buying into a lifestyle.
When they’re let down at the final step, it breeds frustration and doubt.
She also called Meghan’s apricot-picking Instagram post “careless at best,” given the sellout chaos that followed.
“It’s Image Over Execution,” Says Crisis PR Specialist
Evan Nierman, founder of global PR firm Red Banyan, had similar concerns.
He said Meghan’s rollout was packaged to look luxurious and carefully curated, but when customers end up with apologies instead of products, it begins to feel like yet another celebrity vanity project.
“Most brands plan for demand spikes and build in a safety buffer,” Nierman explained.
“The fact that As Ever didn’t — twice — makes it feel like they underestimated the basics and overestimated the hype.”
Can the Brand Recover?
While customers are being promised a free jar of apricot spread when it’s restocked, both PR pros agree that more needs to be done.
Meghan and her team haven’t issued a formal apology or addressed the situation directly, which may be fueling frustration further.
Trice emphasized the need for clear communication: “You have to get the basics right. Goodwill doesn’t last forever.”
Nierman echoed that sentiment. “Don’t hide behind silence.
Show leadership,” he said. “A real statement that takes ownership would go a long way — not just a polished press release.”
He also stressed the importance of a strong next launch.
“It needs to deliver. No gimmicks, no excuses.”
Another Launch Already Underway: A Rosé Twist
This product mishap came right on the heels of yet another launch from Meghan — this time, a rosé wine under the As Ever brand.
On Tuesday, fans were able to buy the wine in sets of three, six, or twelve bottles, with price points ranging from $90 to $300.
Discounts were offered for bulk purchases.
The wine itself is produced by Fairwinds Estate, a boutique California winery known for working with celebrity clients.
Meghan reportedly chose Fairwinds because of the massive damage it suffered during a 2020 wildfire.
A source said Meghan wanted to help the small business get back on its feet after the $15 million disaster.
High Hopes, but a Wobbly Start
There’s no denying Meghan’s As Ever brand has potential.
Her carefully curated aesthetic and storytelling make the brand feel personal, modern, and aspirational.
But these repeated fulfillment errors are beginning to overshadow the actual products.
For now, As Ever needs more than beautiful photos and elegant packaging — it needs consistent delivery, transparency, and a stronger game plan.
Otherwise, the Duchess may lose more than just sales. She could lose trust.