It seems Meghan Markle’s entrepreneurial ambitions are hitting some serious bumps. The Duchess of Sussex was recently forced to issue a flood of refunds after her lifestyle brand, “As Ever”, once again botched an online product launch—this time with her much-hyped \$14 apricot spread. This comes just weeks after a similar fiasco involving her \$28 jar of honey left customers frustrated and empty-handed.
Markle, 43, apologized to customers in a statement explaining that due to “high demand,” “As Ever” was unable to fulfill orders for the apricot spread at this time. The message promised refunds and “free replacement jars” once the product is back in stock—though no specific timeline was given.
This isn’t just a minor hiccup for Markle’s brand. The apricot spread had flown off the virtual shelves in less than an hour, retailing at $9 per jar or $14 for a keepsake package. But when eager buyers attempted to check out, many were met with website errors and a frustrating 404 message after entering their payment information.
On social media, disappointed customers expressed their displeasure. One tweeted, “Just received an email from “As Ever” — they can’t fulfill my apricot order but are offering a refund and free replacement. I only have half a jar of my raspberry spread left. It’s war tomorrow!!!” Another user chimed in, criticizing the timing of the communication: “At the minimum, they should inform customers right away instead of making us wait and be disappointed. Not a great customer experience, even if the service after the fact is decent.”
That said, some loyal fans praised Markle’s response, applauding the company’s willingness to offer refunds and free replacements. One commenter wrote, “A refund and the product for free when it restocks? That’s top tier customer service 💯.” Another chimed in, “I don’t even want my refund, I just genuinely want Meghan to know she’s so loved!”
The apricot spread became a fan favorite after Markle teased it on her Netflix series “With Love, Meghan”. Marketed as a healthier alternative to traditional jam—thanks to its lower sugar content—the spread is made by Republic of Tea, a California-based company with a factory over 2,000 miles away in Illinois. This same company also produces Markle’s pricey orange blossom honey, which has had its own share of customer complaints and shipping delays.
The latest product launch from “As Ever” wasn’t just limited to spreads and honey. Markle also dropped a new Rosé wine line from Napa Valley, with bottles priced between $30 and $25 each depending on the bundle purchased. The wine, produced by Fairwinds Estate, reportedly involved months of Markle’s personal involvement in blending and taste testing.
But despite the high prices and star power, Markle’s brand continues to struggle with quality control and supply chain issues, raising questions about whether “As Ever” can deliver on its promises to fans and customers.
At a time when consumers expect smooth, reliable service from premium brands, Meghan Markle’s luxury line seems to be struggling to keep up. Between website glitches, stock shortages, and disappointed buyers, the Duchess’s foray into business is proving to be more of a royal headache than a royal success.
