Duchess warned limited stock could frustrate fans and damage growing lifestyle brand
Meghan Markle is being urged to rethink her strategy for her lifestyle brand As Ever, following growing frustration from fans over repeated product shortages.
The Duchess of Sussex launched As Ever on April 2, 2025, with a debut range that sold out within an hour. A similar restock in June saw pantry items vanish just as quickly, and her recent wine release sparked fresh disappointment as many were again unable to purchase due to limited availability.
While the rapid sellouts have signaled strong demand, public relations expert Edward Coram-James warned that the approach may backfire if not better managed. Speaking to Express, he said: “The jam selling out does show there’s genuine enthusiasm for Meghan’s products.”
He added, “When handled well, limited stock can create buzz for future releases. But for that to work, the messaging needs to be crystal clear from the start. Otherwise, customers will feel frustrated and let down. Repeated supply problems risk damaging the brand’s reputation over time.”
As Meghan continues her career resurgence—with both As Ever and her new Netflix series With Love, Meghan—experts suggest she may need to strike a better balance between exclusivity and accessibility to keep consumer trust intact.
