Meghan Markle’s Big Mistake: Chaos, Confusion, and a Crumbling Brand?

Meghan Markle’s latest attempt to reinvent herself as America’s next Martha Stewart is falling apart—and fast.

Her lifestyle brand As Ever, which launched with a sleek Instagram teaser and a handful of overpriced jars of jam, has now been sitting in silence for nearly two months. No restocks, no updates, and no answers. For fans hoping to taste the Duchess’s homemade preserves, it’s turned into a royal waiting game—one that many are beginning to lose patience with.

The shop launched on April 2 to much fanfare and sold out almost immediately, thanks in part to hype from celebrity pals and months of buildup. But what initially looked like a savvy business move is now raising eyebrows across the PR world.

“Momentum matters. She had it—and now she’s just letting it die,” said Mark Borkowski, a British crisis PR expert, in an interview. “People are asking the obvious question: What’s the plan here? And there doesn’t seem to be one. She generates noise, not strategy.”

A Year of Hype, But Still No Jam

The trouble started long before As Ever officially launched. In March 2024, Meghan teased her return to the public spotlight with a mysterious rollout of American Riviera Orchard—her original brand name—sending jars of jam to celebrity friends like Kris Jenner and Mindy Kaling, who obligingly posted about it on social media.

Then came the rebrand to As Ever in 2025 and a full launch… sort of. The site opened, products flew off the shelves (though exact sales numbers were never disclosed), and then—nothing.

Now, nearly 60 days later, eager buyers are still refreshing the website, waiting for a restock of goods they’ve been hearing about for over a year.

“What’s she selling—a rare art piece or fruit spread?” one frustrated shopper posted on X. “Is this a business or a vanity project?”

The Meghan Markle Pattern: Style, Not Substance?

Critics say this is just the latest chapter in a familiar Meghan Markle cycle: launch something big, make noise, then disappear when the details start to matter.

“She creates the illusion of success, but doesn’t follow through,” said a U.S.-based brand consultant who requested anonymity. “This is classic Meghan—lots of surface appeal, very little infrastructure. If you’re not serious about operations, the novelty wears off fast.”

That’s not to say Meghan’s entirely failed. According to Borkowski, she’s still managing to stay in the spotlight—something many celebrities struggle with after stepping back from royal duties.

“She’s still a talking point, which is impressive,” he said. “But it’s noisy chaos. There’s no long-term brand credibility in that.”

Meanwhile, What’s Harry Doing?

While Meghan juggles jam jars and rebrands, Prince Harry seems increasingly adrift.

He recently gave a pointed interview to the BBC, taking aim at King Charles III for stripping him of police protection.

“There is a lot of control and ability in my father’s hands,” Harry said. “Ultimately this whole thing could be resolved through him… by stepping aside.”

The interview made waves, but, according to Borkowski, it only deepened the narrative that Harry is floundering without a clear path.

“She has a product. A podcast. A brand. What does he have? Just more headlines about old grievances,” Borkowski said. “More pain and more palace drama. That’s not a career.”

The Bigger Picture: Meghan’s Risky Game

Meghan may believe scarcity builds allure, but in retail, prolonged silence signals disarray. Her decision not to restock her debut products—especially after a year-long tease—isn’t just puzzling. It’s potentially brand-killing.

If As Ever is going to be more than a flash-in-the-pan Instagram stunt, Meghan will need more than celebrity posts and curated flower-arranging videos. She’ll need inventory, transparency, and above all, consistency.

Right now, she’s offering none of that.

And American audiences—once curious, even charmed—are starting to see through the glitter.