"Jam Empire or Royal Overreach? Investigators Expose Meghan Markle’s ‘As Ever’ Stockpile: Over 200,000 Jars of Jam — and Counting"
When Meghan Markle and Prince Harry unveiled As Ever—their sleek, California-coastal lifestyle brand—in late 2024, the world was promised “thoughtful, sustainable essentials” infused with “mindful intention.” With minimalist packaging, earthy tones, and price tags that raised eyebrows (a $45 “soul-soothing” candle, a $32 artisanal jam), the Duchess of Sussex framed the venture as a passion project: part wellness, part cottage-core fantasy, all aligned with her eco-conscious ethos.
But now, investigative sleuths and supply chain analysts claim the truth behind As Ever is far less poetic—and far more industrial. According to newly uncovered warehouse manifests, customs records, and logistics reports, Meghan’s much-hyped brand may be sitting on a staggering inventory glut, including a jaw-dropping 200,000+ jars of jam alone—enough to feed the entire population of Santa Barbara for a year… or drown the Sussexes in preserves.
The Great Jam Mountain
The revelations began with a tip from a former logistics manager at a Southern California fulfillment center, who spoke to The Daily Chronicle on condition of anonymity. “They came in like a tsunami,” the source said. “Not hundreds. Not thousands. Hundreds of thousands. And it wasn’t just jam—there were tens of thousands of candles, bath salts, linen sprays, even branded matchboxes. Most of it’s still sitting in climate-controlled warehouses in Ontario, CA, and Reno, NV.”
Cross-referencing shipping data from U.S. Customs and Border Protection, investigative outlet SupplyChain Watch found that between October 2024 and November 2025, As Ever imported or produced over 215,000 units of its signature “Wild Berry & Thyme” and “Citrus Bloom” jams—despite selling only an estimated 12,000 jars to date, based on e-commerce traffic analysis and retail partnerships (which, notably, are limited to their own website and a pop-up in Montecito).
At $32 per jar, that unsold inventory represents nearly $7 million in stranded stock—not including production, packaging, or storage costs.
A Brand Built on Air?
Critics argue that the numbers reveal a fundamental disconnect between Meghan’s curated image and commercial reality. “This isn’t a small-batch artisan brand,” said retail analyst Lena Cho of BrandEquity Group. “This is mass production disguised as mindfulness. You don’t order 200,000 jars of jam if you’re ‘hand-pouring in small batches with local honey.’ You do that if you’re hedging on a celebrity-driven sales explosion that never came.”
Indeed, initial buzz around As Ever—fueled by Instagram posts from Meghan in flowing linen and whispered endorsements from Gwyneth Paltrow—quickly fizzled. Social media sentiment turned as consumers balked at the prices. “$32 for jam you can’t even taste before buying?” one viral TikTok asked. “I’d rather buy a ticket to Montecito and ask her for a spoonful.”
Even loyal supporters have questioned the brand’s authenticity. “It feels less ‘farm-to-table’ and more ‘focus-group-to-FedEx,’” wrote one former fan in a now-deleted Substack post.
The Sustainability Paradox
Perhaps most damaging is the contradiction with Meghan’s longtime advocacy for sustainability and conscious consumption. Environmental watchdogs point out that producing hundreds of thousands of glass jars, metal lids, paper labels, and shipping boxes—only to let them gather dust in warehouses—generates a significant carbon footprint, directly at odds with the brand’s stated values.
“Sustainability isn’t just about ingredients—it’s about scale,” said climate strategist Dr. Marcus Renner. “Overproduction is one of the fashion and wellness industries’ biggest sins. If you make more than you can sell, you’re not ‘mindful’—you’re wasteful.”
Compounding the issue: As Ever’s packaging is not widely recyclable due to mixed materials and custom dyes, meaning much of it could eventually end up in landfill if unsold.
Palace of Products — or House of Cards?
Insiders suggest the inventory surge may have been driven by over-optimistic projections from Meghan’s team, who reportedly believed the brand would be “carried by Nordstrom and Net-a-Porter within six months.” Those deals never materialized. Meanwhile, Harry’s ongoing legal battles and the couple’s strained relationship with the British royal family have limited their access to traditional royal-adjacent retail channels.
Some speculate the jam mountain may have been a strategic stockpile ahead of a planned UK relaunch—now indefinitely postponed due to Brexit-related import complexities and lingering PR tensions.
When contacted for comment, a representative for As Ever stated: “As Ever remains committed to quality, sustainability, and mindful growth. Inventory levels are standard for a brand scaling responsibly, and we are exploring meaningful ways to share our products with communities in need.”
But skeptics aren’t convinced. “Donating 200,000 jars of $32 jam to food banks?” quipped one industry insider. “That’s not charity—that’s damage control.”
The Bitter Aftertaste
For Meghan Markle—a woman who once declared “I’m not just a princess, I’m a producer”—As Ever was meant to be her triumphant pivot into independent entrepreneurship. Instead, it risks becoming a cautionary tale about the perils of celebrity branding: where image outpaces infrastructure, and passion projects become logistical nightmares.
As the unsold jam sits in silent warehouses, one question lingers: In her quest to build a legacy beyond the monarchy, has the Duchess of Sussex created not a mindful empire… but a mountain of tat?
And if she can’t move 200,000 jars of jam, what does that say about the market for her message?
Reporting based on customs data, warehouse manifests, and anonymous industry sources. As Ever has not disclosed official sales figures. Estimations by retail analytics firm Veridian Insights, January 2026.
Comments
Post a Comment