Meghan Markle’s ‘mixed messages’ over her jam restock threatens future of As Ever, claims pr expert

The Duchess of Sussex has been warned that her lack of ‘consistent’ messaging may be causing serious damage to her brand as she flip flops over the future of her products

Meghan Markle has been warned about her confusing comms strategy (Image: Getty)

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A public relations expert has warned that Meghan Markle’s “mixed messages” about the restocking of her jam could threaten the future of her brand As Ever.

The expert explained that the Duchess of Sussex could risk turning customers on her if she continues to communicate confused messages about the future of her products.

PR guru Natalie Trice argued that her decision to announce replenishing her line of spreads, teas, and crepes mix the same day as she announced a pause on them may “gather attention and likes” for the brand but risks turning her customer base against her.

She said, ” Consistency and truth are everything,” warning that Meghan’s chaotic approach was not hitting the mark. She added, “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.

“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.”

It comes as Meghan announced on her As Ever Instagram page that she would be dropping more of her sell-out products, which retail for up to $28.

But on the same day, she told Tina Knowles on her podcast Confessions of a Female Founder that the items had been put on “pause” so she could wait until it was “completely stable” to restock her products.

She said: “So for me at the moment, with As Ever, it was great. We planned for a year we get and then everything sells out in 45 minutes.

“Yes, amazing, great news. Then what do you do? And then you say ‘Okay, we planned as best as we could. Are we going to replenish and sell out again in an hour? Or is that annoying as a customer?’

“I’m looking at it saying, ‘Just pause. That happened. Let’s wait until we are completely stable and we have everything we need’.” To add further confusion to her fans it came after an interview with the Fast Company in which she said she may never restock the jam and move into clothing.

Meghan Markle has been trying to carve her own future since she left the Royal Family with Prince Harry (Image: Getty Images for TIME)
One user wrote on X: “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 added: “What is this I read that there may not be a restock of the As Ever products until the first quarter of 2026?!? Come ON Meghan, get it together!!”

Trice said: “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.”

She explained Meghan should step back and focus on planning to “ensure quality and stability” and “build anticipation for the return” with a new campaign.

She added: “If on the other hand the plan is to restock and expand her product line, use that as the clear, consistent message across all platforms and forms of comms, internally and externally.

“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. There is no doubt she is trying to create something; I think that what that thing is, we just aren’t sure.”