Did Meghan Markle stage a 'sell-out'? Skeptics claim ‘As Ever’ buzz is just a royal marketing ruse

Meghan Markle’s return to the lifestyle space has been anything but subtle. With much fanfare, she launched her new brand As Ever last week—an elegant rebrand of her previously struggling venture, American Riviera Orchard. According to the Duchess of Sussex, the collection sold out within just 30 minutes of going live. But behind the glossy rollout and curated garden aesthetics lies a growing storm of criticism. Was the entire sell-out claim just a clever marketing mirage?

Limited Stock, Unlimited Skepticism

Royal watchers and industry insiders are raising eyebrows over the authenticity of Meghan’s sales success. According to a report from Radar Online, prominent royal commentator Richard Eden didn't mince words when he called the product line “pathetic,” citing the meager offering of just around ten items on launch. “Come on. Sold out? I mean, give me a break. That’s the oldest marketing trick in the book,” he scoffed.

What appeared at first glance to be a wildly successful product drop is now being accused of being little more than a PR strategy. Reports suggest that most of the stock was not actually purchased by eager fans but gifted to Meghan’s celebrity inner circle to create an illusion of viral success.

Celebrity Unboxings and Instagram Intrigue

Social media was soon ablaze with unboxing videos and pictures of Meghan’s high-profile friends showing off their As Ever goodies—carefully packaged items that looked more like marketing bait than retail triumphs. One insider claimed the shelves were never stocked for the public in any real volume, stating, “She’s just given most of her stock away to high-profile pals to create a buzz and left a few odds and ends for the people to buy online.”

As fans flooded the website hoping to snag a piece of Markle’s curated domestic world, many were met with “Sold Out” notices and a prompt to submit their email for restock notifications. Industry veterans were quick to point out that this tactic is a textbook example of a launch strategy designed less for sales, and more for gathering valuable consumer data.

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From The Tig to ‘As Ever’: A Lifestyle Resurgence

In a soft-focus Instagram video that felt more like a personal diary entry, Meghan explained the inspiration behind the rebrand. “American Riviera sounded like such a great name—it’s a nickname for Santa Barbara—but it limited me to things manufactured in this area,” she mused while strolling through her garden, with Prince Harry briefly appearing to hand her the phone.

Reflecting on her earlier blog The Tig, Meghan positioned As Ever as a long-awaited return to her passions for cooking, crafting, and homemaking. “This is what I do,” she said. “And I haven’t been able to share it with you in the same way for the past few years—but now I can.”

Some saw it as a nostalgic nod to her pre-royal days. Others took it as a subtle jab at the constraints imposed on her during her time within the royal fold.