Meghan Markle's Brand Is Already Sold Out—And It's Not Just About Jam

Forbes

15-04-2025

Meghan Markle, the Duchess of Sussex just launched a collection of spreads, teas, and baking mixes that have already sold out—but how people are connecting with her in the kitchen might be the bigger story.
Markle's new food and lifestyle brand, As Ever, made its debut this week with the first drop of eight signature products—think raspberry jam in keepsake jars, herbal teas, floral baking mixes, and wildflower honey. Less than a day after the launch was announced, everything on AsEver.com sold out.
But this isn't just another high-profile product drop. It's part of her shift into lifestyle through the Netflix series With Love, Meghan, which blends soft-focus cooking, hosting rituals, and warm-toned storytelling. What's more interesting is how people are showing up for it—trying the recipes, baking along with the show, and sharing the results in real-time.
This isn't just about merch. The show, which blends slow-living rituals with intentional cooking and gentle storytelling, isn't just giving viewers something to watch—it's giving them permission to slow down and make something.
What Markle's doing here isn't just a pivot or a lesson in elegance. For some viewers, it's suggesting that maybe you already have it.
The tone of As Ever is notably quiet. No press tour. No massive influencer unboxings (yet). Just a soft rollout: muted pastels, delicate florals, and pantry items that feel like they belong in an actual kitchen, not just a curated flat lay.
That's intentional. While it's backed by Netflix's consumer products arm and arrives alongside a glossy new series, the brand's real power is in its emotional pitch. As Ever isn't selling prestige—it's selling a feeling. A moment. Something calm. Something yours.
In that way, it's a sharp departure from the royal branding machine Markle left behind. Where the monarchy traffics in duty and distance, this leans all the way into intimacy. It says: come in, have some tea, let's bake.
And that's resonating.
If you browse the IMDb reviews for With Love, Meghan, the reactions are… mixed. Some viewers find the show overly curated, even 'bland.' Others call it comforting, beautifully shot, and—above all—relatable. One reviewer wrote, 'It's like a Pinterest board, but in the best way.'
That's the line Markle seems to be walking. For every criticism about polish, there's someone quietly empowered by what they're seeing. The message isn't 'do it perfectly'—it's 'do it anyway.' Make the thing. Light the candle. Try the focaccia. See what happens.
It's a familiar arc.
In her early years, Martha Stewart was often knocked for being 'too perfect' or 'too privileged'—a woman selling an aspirational lifestyle that felt out of reach. But over time, her brand became about something else entirely: clarity, consistency, and confidence in the kitchen. She wasn't just showing people how to bake bread. She was giving them permission to try.
That's what's happening here. As Ever doesn't land like a prestige product drop—it lands like an invitation. And the fact that everything on AsEver.com sold out in less than 24 hours? That says something.
Not just about brand power—but about where we are, culturally, when it comes to food, influence, and what we want from the people who make both.
Early adopters aren't just buying the jam—they're watching her show, making her recipes, talking about it, and connecting over it. On Threads, YouTuber and podcast host Tabitha Banks (@TabithaSpeaksPolitics) shared a post about baking her first-ever loaf of focaccia after watching With Love, Meghan:
That post has racked up over 17,000 views—and it's not alone. From Twitter to Threads to IMDb, you'll find people talking less about the product and more about the feeling it sparked. Not just 'this looks good,' but 'I could do this too.'
It's not a lifestyle brand that's telling people what elegance looks like. It's suggesting that maybe you already have it.
When the Duchess of Sussex launched her $14 jar of jam, the internet noticed. The product sold out within hours—prompting admiration, side-eyes, and curiosity in equal measure. But in a country where 1 in 3 Americans lives paycheck to paycheck, it begs the question: who's buying this, and why?
It turns out the timing may be exactly right.
According to Tastewise, a generative AI consumer insight platform, Meghan's jam taps into a broader cultural moment known as the 'little treat economy.' Tastewise reports a 71% year-over-year increase in mentions of small indulgences, with interest in artisan jams specifically rising by nearly 48%. This isn't just a blip: they predict an 18% growth in these kinds of purchases over the next year.
The pattern goes beyond spreads. Gen Z and younger millennials are gravitating toward small, joyful luxuries—matcha lattes (+63%), gourmet chocolates (+31%), artisan coffees (+52%), and mini desserts (+38%)—as ways to create moments of comfort without breaking the bank. Tastewise CEO Alon Chen explains it like this: 'Products like Meghan Markle's jam are part of a larger shift where small indulgences are seen as a cost-effective way to enjoy life's little pleasures, especially in times of economic uncertainty.'
But it's not just about the food. It's about what it represents.
'These tiny luxuries,' Chen adds, 'are fueling a special kind of comfort and connection. From afternoon snacks paired with tea and toast to indulgent self-care rituals, they're creating emotionally resonant experiences that feel deeply personal—and deeply needed.'
In that way, As Ever isn't just selling jam. It's selling a cultural reset.
Of course, not everyone's on board. Reviews of With Love, Meghan on IMDb range from warm to wary, with some critics calling the show overly curated or leaning too far into lifestyle fantasy. But that tension is part of what makes this launch fascinating.
Because for every comment about 'Pinterest-core,' there's someone finding the courage to bake something for the first time. There's someone building a Sunday ritual around tea, jam, and stillness. And for a brand like As Ever, that kind of soft engagement—small, sincere, and intentional—might be more powerful than a viral moment.
It's not the first time a woman entering the lifestyle space has been met with scrutiny. Martha Stewart faced early critiques for being too polished, too aspirational, too perfect. Yet, over time, she transformed that perception—building trust through consistency, clarity, and a kind of elevated practicality.
As Ever may be facing its own set of cultural biases, but the tension is familiar: how do you balance aspiration with relatability without inviting backlash?
Whether it's a keepsake jar of jam or a shortbread cookie mix with flower sprinkles, what both women seem to understand is that lifestyle branding isn't just about products—it's about how people feel engaging with them.
As Ever isn't selling just raspberry spread or floral shortbread. It's selling a feeling. A way of being. A moment in the day when you pause and do something kind for yourself—or someone else.
And in a culture that often asks women to go faster, do more, and present themselves perfectly, the act of cooking something small and lovely—just because—is its own quiet form of resistance.
It's not just about jam. It's about how people are showing up for themselves. Like Julia, Nigella, and Martha before her, Markle is showing people they can make something beautiful—even when the world tells them otherwise.