Meghan Markle‘s ‘mixed messages’ about the restock of her As Ever brand may ‘gather attention and likes’, but risk turning customers on her for good, a public relations expert has warned.
The Duchess left fans baffled after she announced she was both replenishing her line of spreads, tea and crepe mix and putting a pause on them in the same day.
PR guru Natalie Trice explained that ‘consistency and truth are everything’, as she warned that Meghan’s chaotic approach is not hitting the mark with neither.
‘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,’ Trice, founder of UK-based Natalie Trice Publicity, told the Daily Mail.
‘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.
On Tuesday, Meghan took to her As Ever Instagram page to announce that she would be dropping more of her sell-out products, which retail from $12-$28.
Meghan Markle has issued mixed messages about the future of her As Ever brand prompting confusion among fans
However on the same day, she told her Confessions of a Female Founder podcast and guest Tina Knowles that she was putting a ‘pause’ on the items.
The Duchess said she wanted to wait until she was ‘completely stable’ to restock her products, which included raspberry spread, honey, herbal tea and ready made crepe mix- all of which received a less than stellar review by Daily Mail’s FEMAIL team.
‘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,’ Meghan said on the podcast.
‘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”.’
Her podcast episode came just weeks after she claimed in an interview with Fast Company that she may never restock the jam and instead head into hawking clothing.
The confusing communications do not help bolster the brand’s reputation which should be based on ‘consistency and truth’ according to PR guru Natalie Trice
The As Ever range included raspberry spread, honey, herbal tea and ready made crepe mix- all of which received a less than stellar review by Daily Mail’s FEMAIL team
Meghan sparked confusion after announcing she was pausing production and replenishing stock on the same day
The back and forth left fans utterly confused and some have even taken to X to share their frustrations.
‘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,’ one person wrote.
Another agreed, ‘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!!’
‘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,’ Trice explained.
Instead of restocking immediately, Trice believes it would be best for Meghan and her team to take a step back from everything and focus on planning for the future.
By doing so, she can ‘ensure quality and stability,’ and ‘build anticipation for the return’ with a new campaign, she explained.
‘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,’ Trice said.
‘From a PR perspective, 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,’ Trice told DailyMail.com exclusively
Trice warned that the inconsistent approach could do long term harm to customer loyalty
Publicity expert Natalie Trice, founder of UK-based Natalie Trice Publicity, recommends that the Duchess take a step back to evaluate and get in a position to provide more stability
But per the publicity expert, there might be a larger issue at hand when it comes to Meghan’s messaging.
‘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, Trice said.
She added that a ‘more consistent, sincere and open approach’ would help to build up As Ever and ‘create excitement that feels genuine and well-managed.’
‘There is no doubt she is trying to create something, I think that what that thing is, we just aren’t sure,’ the expert shared.
Meghan’s tease of a product restock comes as she was accused of ‘treating everyone like idiots’ after she shared a social media clip of a scene that didn’t make her Netflix show.
In the video, filmed in a rented $8 million mansion near her and Prince Harry’s Montecito home, Meghan was joined by wellness therapist Randi Karin as she explained how to properly cut a pineapple.
Meghan said: ‘A trick that people do with pineapple instead of just cutting it. To make the perfect little bite, you follow the wedge.
‘Nature has given you all the cues on how to have a perfect taste of something.’
‘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,’ Trice continued
Meghan was recently mocked for ‘stating the obvious’ after she shared a deleted scene from her Netflix show With Love, Meghan which showed her demonstrating the best way to cut a pineapple
Daily Mail’s FEMAIL were not big fans of Meghan’s jam, as it was runny and thin. It completely soaked our piece of toast we wanted to enjoy with it
She then cut around the pattern on the outside of the pineapple, and used the skin to pull out a chunk of the fruit before taking a bite.
However, royal watchers were less convinced and thought Meghan was just stating the obvious.
Others noted the ‘trick’ has been around for years and regularly circulates on social media platforms such as Facebook and Pinterest.
A representative for the Sussexes did not offer public comment when approached by The Daily Mail.
