Duchess Meghan Markle’s As Ever brand could face a $5 million hitch if she doesn’t find a way to get rid of her stock before it expires, a new report says.
The Duchess of Sussex, 44, has set a deadline for the end of next summer to move all her jam, tea and flower sprinkle jars before they sell out, according to the Daily Mail.
The Jam loss alone could cost Markle $5 million in lost profits. With the introduction of flower sprinkle jars, that number could increase by another million.
The “With Love, Meghan” host’s overstock issues date back to another risky decision she made last year, when she chose to rapidly expand her business shortly after achieving some success with the launch of “As Ever.”
When the celebrity launched her lifestyle brand in April 2025, the assortment of jams, teas, crepe and cookie mixes, and flower sprinkles quickly sold out within minutes.
She quickly restocked it two months later after ordering “10 times” the original quantity in response to popular demand. The move was yet another victory for the entrepreneur, as patrons almost immediately bought all of her products.
The following week, she added rosé wine to her site’s offerings, and even that sold out within an hour.
In response to the strong sales numbers, Markle decided to take a big leap forward in expanding her business.
“We went from having conversations earlier this year where we were talking about thousands of jars and lids to suddenly having to submit a purchase order for a million units. That’s a huge leap in just a few months of being in business,” she told Bloomberg last August.
In January, it was revealed that due to a website glitch, there were approximately 650,190 unsold items in stock at the time. As previously reported, a source told Page Six that the royal family had so much jam that they were just “giving it away” to Netflix staff.
But Markle is now facing a new problem that threatens her ability to sell her inventory. The royal family is currently facing a decline in the number of visitors to her site.
Newsweek reports that Kate’s business is facing a downturn, coinciding with her decline in popularity in the United States.
According to data measured by Samelweb, the brand had a total of 246,000 visitors to its site in December, 180,000 of whom were from the United States alone. Visitor numbers to the U.S. plummeted in January to just 89,000.
Total visits continue to trend downward for consumer tracking, with 213,000 site visits in February (83,500 in the US). Visits rebounded slightly in March with 226,000 (94,000 in the US), but fell again in April with 178,000 (61,500 in the US).
While the numbers are an indication of how well Markle’s business is doing, it’s important to note that no official numbers have been released.
Markle’s representative told Page Six: “The problem with the Daily Mail’s ‘same-as-usual’ repeated doom stories is that they’re like Groundhog Day: the same prophecies, the same unnamed sources, the same convictions, and somehow we’re still waiting for the 2024 apocalypse they promised.”
