Overview

• Meghan halted immediate restocks of jam, honey and herbal teas to step back and analyze sales performance from the brand’s April debut.
• Insiders’ conflicting claims about an imminent jam return have intensified questions over As Ever’s messaging consistency.
• PR specialists warn that an undefined brand identity could undermine consumer trust as As Ever plans its next phase.
• Markle confirmed she will not unveil any new products until the first quarter of 2026 to allow for strategic realignment.
• The Duchess has expressed interest in expanding As Ever into hospitality experiences and fashion lines.