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.