Meghan Markle has issued an apology to customers of her lifestyle brand As Ever, following a stock error that left many without their highly anticipated apricot spread. The limited-release item, launched on June 20, quickly sold out — but demand apparently outpaced the company’s inventory system.
Affected customers were informed by email that their orders couldn’t be fulfilled. In response, As Ever promised full refunds by the end of the week and added a goodwill gesture: anyone who missed out would receive a free jar of the apricot spread when it’s back in stock.
This marks the second time in recent months that the brand has had to walk back a product launch. In April, a similar incident occurred with a limited-edition honey, prompting Meghan to personally address concerns and offer a complimentary item.
Still, many customers praised how the situation was handled. Some took to social media to commend the transparency and generosity, calling the refund and replacement plan “above and beyond.” Others said they were “disappointed but impressed” by the quick response and the promise of a free jar.
A bumpy road for As Ever, but loyal support remains
Meghan, 43, originally introduced her luxury line under the name American Riviera Orchard but later rebranded to As Ever due to trademark issues. Since the rebrand, she’s released a carefully curated collection of artisanal items — including small-batch jams, honey, and a now sold-out rosé — all aimed at the upscale lifestyle market.
But not all reviews have been sweet. Donna Collins, founder of Texas-based jam company The Jelly Queens, criticized Meghan’s apricot product for being labeled a “fruit spread” rather than a jam — a distinction she says suggests a failed batch. “In our industry, ‘spread’ is what you call it when the jam didn’t set,” Collins told the Daily Mail. “If it’s too runny, you can’t call it jam — even if the ingredients are high quality.”
Despite such jabs, As Ever continues to attract a dedicated following. Product launches consistently sell out in minutes, and interest in future drops remains strong.
While the hiccups may hint at growing pains for the Duchess’s lifestyle venture, the response from customers suggests there’s still plenty of goodwill for what’s next. If anything, the swift handling of the issue may have strengthened her brand’s image — showing that when things don’t go to plan, transparency and generosity still go a long way.