Meghan Markle was brutally savaged by a PR expert after the latest string of “inconsistent” moves regarding her lifestyle brand, As Ever. The Duchess of Sussex made a flurry of comments recently regarding the release of new products and the possible restocking of the already sold-out ones, which culminated last week when she issued an official announcement that seemingly contradicted her previous statements.
Meghan announced on her brand’s official Instagram page that, despite the latest claims of not restocking her sold-out products, some of them will be coming back in stock and that she plans on releasing new products this month. But a PR specialist criticised her brand’s strategy and said that its pacing is “completely off” and is appears to be in conflict with her alleged core values.
Renae Smith, founder and director of The Atticism, told the Express: “From a brand perspective, the pacing is completely off.
“If the idea was to build something thoughtful and long-lasting, then surely there was a roadmap beyond ‘honey and an apron’.
“Instead, it comes across like she wanted the quick buzz of a launch, got the headlines, and then lost interest. It’s giving ‘snatch and grab,’ not ‘slow and sustainable.'”
Ms Smith added that her new announcement might confuse her customer base and makes As Ever appear like it lacks “structure”.
The PR expert explained: “And now we’re back to restocks and new products, literally days after she said she might pause for the rest of the year.
“That’s not building anticipation, it’s confusing your customer base. It doesn’t show considered planning, it shows a brand without structure.
“What’s frustrating is that the inconsistency undermines what could’ve been a strong move for her.
“She’s clearly leaning more into lifestyle and influencer territory now, which I actually think suits her. But the execution needs to match the image. At the moment, it doesn’t.”
As Ever’s first collection launched back in March and consisted of eight products, which sold out in less than an hour.
It consisted of a raspberry spread in keepsake packaging, herbal lemon ginger tea, herbal peppermint tea, herbal hibiscus tea, her flower sprinkles, crepe mix, shortbread cookie mix with flower sprinkles included and a limited-edition wildflower honey with honeycomb.
The brand’s new photograph hinted that new spreads will likely be available featuring blueberries and strawberries.
As Ever’s online shop remained empty until last onth, when the Duchess made a cryptic comment about “stepping back” and taking time to reassess the brand’s future during a new interview.
Meghan spoke to US business outlet Fast Company and hinted that her As Ever products might not be restocked straight away.
She said she wanted to “take a step back, gather data and figure out what As Ever could be” and that she planned on announcing new products in early 2026.
The Duchess said: “I want to really focus on the hospitality angle of As Ever, but as we take the learnings, we can understand what the customer’s needs are seasonally.”
