When Meghan Markle launched her lifestyle brand As Ever earlier this year, fans snapped up products like her $14 raspberry jam almost instantly.
But lately, Meghan has hinted that some of these favorites might not return anytime soon.
Now, insiders say the jam is likely to be restocked soon — raising eyebrows about the mixed signals coming from the Duchess of Sussex and her team.
Taking a Step Back to Rethink the Brand’s Future
In a recent interview with Fast Company, Meghan shared that she’s planning to “step back” and really evaluate where As Ever is headed.
She mentioned wanting to gather data from the initial launch before deciding what products and directions make the most sense moving forward.
Although she doesn’t expect to announce any new items until early 2026, the unexpected news about the jam restock just hours later left many wondering what the real plan is.
Experts Warn Mixed Messages Could Hurt Consumer Trust
Brand experts have been weighing in, warning that this kind of back-and-forth can confuse customers and damage trust.
Mark Borkowski, a top PR expert, described Meghan’s brand as more of a mood or aesthetic experiment than a clear business strategy.
He pointed out how the brand seems to jump from jams to fashion rumors without a solid identity.
He humorously added that As Ever feels like “the child of Martha Stewart meets Goop crashed a royal garden party, got distracted by the hydrangeas, and forgot why it showed up.”
In short, he says the brand has style but lacks a clear message.
Fans Might Lose Interest Without Clear Direction
Nick Ede, another branding and culture expert who knew Meghan from her Suits days, agrees that the brand lacks consistency.
He pointed out that shoppers want to feel confident about what they’re buying and the story behind it.
If a brand can’t communicate that clearly, people tend to move on to others with stronger identities.
Ede emphasized that As Ever should aim to unify Meghan’s interests like food, fashion, and lifestyle under one cohesive vision — something it hasn’t quite achieved yet.
He also criticized the silence around restocking and conflicting updates, saying it’s sending confusing signals to loyal customers.
Meghan’s Vision Extends Beyond Food to Fashion and Hospitality
Despite the confusion, Meghan has expressed genuine passion for expanding As Ever into new areas like hospitality and eventually fashion.
She mentioned that her brand is rooted in the idea of home and garden love stories, with hopes to grow into different “verticals” that connect to that theme.
Interestingly, she told Fast Company that fashion is an “interesting space” she plans to explore later, indicating a possible shift beyond food and home products.
Netflix Collaboration and Branding Challenges
Meghan also revealed that Netflix, which partners with her, encouraged her to create her own shop rather than marketing products under their brand.
Netflix already sells its own branded merchandise for shows like Stranger Things and Squid Game, so this move lets Meghan build something uniquely hers.
At the same time, Meghan shared a candid thought about her own identity, saying if she had to write a résumé, she wouldn’t know what to call herself.
She explained this feeling of being multifaceted — not just one thing, but many “notes” playing together in one song.
Marketing Professionals Highlight the Importance of a Clear Brand Identity
Lydia Berman, a marketing agency owner with decades of experience, sees Meghan’s uncertainty as reflecting on the brand itself.
She pointed out how a strong brand needs a clear purpose and consistent story, something that’s currently missing with As Ever.
Berman said that without a well-defined “résumé,” the brand risks seeming unfocused and struggling to stand out in a crowded market.
The conflicting messages about product availability, like the jam restock confusion, can hurt customer trust and loyalty.
Motherhood Inspires Meghan’s Business Drive
Meghan also spoke about how her role as a mom keeps her motivated.
She shared a sweet moment about her son Archie losing his first tooth and how being the tooth fairy energized her despite having business meetings the next day.
These “mom moments” fuel her passion to be a better founder, employer, and boss.
What’s Next for As Ever?
While Meghan’s brand journey is still unfolding, the mix of enthusiasm, experimentation, and uncertainty makes it clear that As Ever is in a phase of discovery.
Whether it can find a solid footing in the lifestyle market remains to be seen, but the brand’s next steps will be crucial for winning over consumers and building lasting success.