Meghan Markle’s “mixed messaging” to her audiences with her brand, As Ever, could push fans away, claims a PR expert. Meghan recently took to her As Ever Instagram page to announce that she would be dropping more of her sell-out products, after her first batch of items sold out within 45 minutes.
PR guru Natalie Trice explained that “consistency and truth are everything” when it comes to launching a brand. The expert told MailOnline: “Once again it would seem that Meghan is sending mixed messages to her audience, something one would hope would’ve been resolved by now, as it’s not the first time. People need to feel confident that her brand has a clear plan and direction and that these comments and stunts aren’t just to gather attention and likes, she needs to be creating legacy.” She added: “Consistency and truth are everything and they go hand in hand when it comes to building trust and loyalty which I think she is trying to do but not quite getting it right..”
On the same day Meghan announced she would be dropping more items, June 3, she told her Confessions of a Female Founder podcast guest, Tina Knowles, that she was putting a “pause” on the items.
The Duchess said she wanted to wait until she was fully able to restock her products, which included raspberry spread, honey, herbal tea, and cookie mix.
The former Suits actress explained to Tina: “Let’s wait until we are completely stable and we have everything we need.”
Meghan’s podcast episode came just weeks after she also claimed in an interview with Fast Company that she may never restock the jam and instead head into hawking clothing.
Going back and forth on her decisions has annoyed fans on social media. One person wrote: “Just recently, As Ever wasn’t going to restock until 2026. Then, Markle may never do her ‘jam’ again. Now, she’s restocking with some new products in a few weeks? What on earth is going on with her? So weird.”
Another stated: “She lied multiple times on her own podcast saying she wanted to pause the brand and now she is bringing it back this month of June?”
Instead of restocking immediately, the PR expert believes it would be best for Meghan and her team to focus on planning for the future.
She explains: “I am not saying that it is unusual for a brand to pause a product, especially if they wish to manage supply, quality, and customer service, but the key here is consistency.
“At the moment, the mixed messaging, knee jerk reaction doesn’t quite cut it, and she risks undermining the trust she’s trying to build.”
Meghan Markle shared on Saturday evening a new snap of herself walking on a beach. The photograph, published on the social media account of her business venture As Ever, was part of a post seemingly teasing a new project or launch.
The Duchess of Sussex was pictured smiling and wearing a flowing white midi dress while walking along the beach with her feet in the sea waves. She captioned the photograph saying: “running into the weekend like [sea wave emoji]”