Another day, another glitch — and this time, it cost Meghan Markle more than just goodwill.
The Duchess of Sussex is once again under fire after her lifestyle brand As Ever bungled another product launch, this time leaving paying customers without their coveted $14 jars of apricot spread. The latest online mishap marks the second major fulfillment error in just over two months, following April’s honey debacle that left fans empty-handed and frustrated.
In a damage-control email sent out Tuesday, Markle personally addressed customers:
“Due to high demand, we are unable to fulfill your order of the apricot spread at this time,” the message read. “We are refunding your purchase by the end of this week and you’ll be among the first to receive it, free of charge, once it’s back in stock.”
But the apology didn’t stop the backlash.
Fans Left Bitter After Sweet Product Vanishes
The limited-edition apricot spread — priced at $9 for a standard jar and $14 for a collectible version — sold out within an hour of launch. Yet many buyers were met with 404 error pages after submitting payment, leading to confusion and growing irritation online.
“Just got an email from As Ever — no apricot order for me,” one user posted on X. “Full refund and a free jar later, but this is the second time! I’ve only got half a jar of raspberry left. It’s war tomorrow!!!”
Others were more measured, pointing to slow communication rather than the lack of inventory itself.
“They really need to get ahead of these things,” one customer wrote. “It’s not just the refund. It’s the silence while you wait for your item and wonder what went wrong.”
Despite the frustration, Markle still has her loyal defenders.
“A refund and the product for free when it restocks? That’s top-tier customer service 💯,” another X user replied. One fan chimed in with: “I don’t even want my refund. I just want Meghan to know she is so loved!”
From Netflix to Napa Valley
The apricot spread first gained attention after Markle teased it on her Netflix docuseries With Love, Meghan. Unlike traditional jam, the product contains less sugar, allowing it to be marketed as a “spread.” It’s manufactured by Republic of Tea, a U.S. company based in California, with production handled out of Illinois.
That same partner also produces her $28 orange blossom honey — the product that crashed the site in April under similarly embarrassing circumstances.
This latest drop also featured Markle’s most ambitious addition to her growing lifestyle empire: wine.
Launched Tuesday, As Ever’s 2023 Rosé from Napa Valley debuted with limited purchasing options: three bottles for $90, six for $159, or a full case of 12 for $300. Produced by Fairwinds Estate, the wine line is expected to expand with a sparkling wine later this year using the traditional French méthode champenoise.
A brand spokesperson told The Post:
“This debut rosé marks the beginning of As Ever’s thoughtful expansion into wine. Additional varietals will follow.”
Sources close to the project say Markle spent months personally developing the rosé’s flavor profile and conducted private tasting sessions at the winery. The move is part of a larger plan to position As Ever as a full-spectrum luxury brand — blending food, drink, and California wellness aesthetics under one glossy banner.
Royal Ambitions, Glitchy Execution
Markle, 43, launched As Ever earlier this year as a passion project rooted in “slow living and conscious indulgence.” But repeated technical issues are beginning to overshadow her vision.
Some marketing experts say the Duchess may need to reevaluate how her brand is scaling. “You can’t sell like Goop but ship like Etsy,” one retail analyst told us. “The customer expectations are high. If you sell exclusivity, you have to deliver perfection.”
So far, Markle’s blend of homegrown California branding and royal sparkle has proven irresistible to many shoppers — until checkout, that is.
Whether the Duchess can maintain her momentum or not may depend on one simple truth: even the most loyal fans can’t spread what never ships.
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All this broad knows is how to run scams.