What to Know
As Meghan Markle has said, “jam is (her) jam.” But it doesn’t necessarily seem to be everyone else’s, and that could be a problem for her. Meghan launched her lifestyle brand, As Ever, last year. During the first-ever product drop in April 2025, everything in her online shop sold out in under an hour. So, things were looking pretty good for her at the beginning
But now, more than a year later, Meghan might be struggling to sell some of her signature items.
Meghan reportedly has a lot of jam in stock now, and it is set to go bad fairly soon.
According to a recent report from The Daily Mail, Meghan saw her successful brand launch as a positive sign and decided to increase production to keep up with apparent demand. However, it seems that the demand might’ve died down at this point, leaving Meghan with a decent amount of jam (and other products) to sell before they expire.
The publication claimed that Meghan’s products will need to sell the items she has in stock before the end of next summer, or she could potentially lose a ton of money.
We’re talking $5 million.
At least, according to the report, anyway. Per the publication, if Meghan doesn’t manage to sell her jams by that deadline, she could be looking at a profit loss of $5 million, and that’s not even including the other products that could go bad soon, like her flower sprinkles and teas.
While it might seem strange that Meghan would have so many products in stock, she previously explained her reasoning behind the increase in production.
“Suddenly the conversation goes from, at the start of this year, talking about a few thousand jars and lids, to we need to do a purchase order of a million,” she told Bloomberg in August of last year. “That’s a huge jump in just a few months of starting a business.”
Earlier this year, Page Six reported that an apparent As Ever website glitch showed people how many products Meghan had in stock: about 650,000 items. According to the publication, Meghan had so many jars of jam and sprinkles that they were allegedly being given away to Netflix employees for free.
In the past, Meghan has been called out for her pricing.
She sells candles priced at $64, for example. If Meghan’s brand really is struggling at the moment, it could also possibly be a sign of the times. However, a rep for Meghan seemed to dismiss the claims that As Ever is even struggling in the first place.
When speaking to Page Six, the rep questioned The Daily Mail‘s reporting. They told the publication that the Daily Mail frequently publishes “doom stories” like these and they’re “repetitive.” According to the rep, these stories usually contain “the same prediction, the same unnamed sources, the same certainty, and somehow we’re still waiting for the apocalypse they promised in 2024.”
Amid these rumors that Meghan’s business isn’t doing well, she seems to be experimenting with different ways of promoting and selling her jam. On June 14, she teased a new collab. The teaser video showed her jam with matcha and was captioned with, “A sweet collaboration is coming tomorrow 🍵”
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