<p id=”par-1_25″>Meghan Markle has added <a href=”https://www.cheatsheet.com/news/meghan-markle-hints-product-drop.html/”>more items to her As Ever line</a> of products. But could the just-launched gifts sets actually end up hurting her brand? </p>
<h2 class=”wp-block-heading” id=”h-meghan-markle-launches-as-ever-holiday-collection”>Meghan Markle launches As Ever holiday collection </h2>
<p id=”par-2_48″>On Tuesday, the Duchess of Sussex’s lifestyle brand unveiled its first-ever holiday collection. The curated selection of items are “designed for giving, gathering, and elevating every occasion with beauty and warmth,” according to a description on the As Ever website, where the products are exclusively available for purchase.</p>
<p id=”par-3_36″>Those looking to echo Meghan’s laid-back but elegant Montecito style can snap up jams, luxury candles, honey, and a spice mulling kit. But the price tags might have some people thinking twice before they hit purchase. </p>
<p id=”par-4_47″>The Signature Candle No. 519 (the name is a nod to <a href=”https://www.cheatsheet.com/news/meghan-markle-prince-harry-wedding-more-intense-romantic-than-queen-elizabeth-body-language-expert.html/”>Meghan and Prince Harry’s wedding day</a>) retails for $64. The 8.5-oz, hand-poured candle comes packaged in an attractive box and “fills the room with a soothing, welcoming fragrance that remains our founder’s tried and true favorite.” </p>
<p id=”par-5_54″>A trio of fruit spreads – orange marmalade, raspberry, and strawberry – sells for $42. That’s $14 per 7.6-oz jar. The honey duo is $62, or $31 for each 9-oz jar of California-harvested honey. Fans of the duchess can also toast the new year with an $89 bottle of 2021 Vintage Napa Valley Brut.</p>
<h2 class=”wp-block-heading” id=”h-is-the-duchess-of-sussex-hopelessly-out-of-touch”>Is the Duchess of Sussex hopelessly out of touch? </h2>
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<p id=”par-6_71″><a href=”https://www.cheatsheet.com/news/experts-say-meghan-markle-shown-lacks-confidence-as-ever-brand.html/”>Meghan’s As Ever products</a> aren’t exactly bargains, but that hasn’t stopped people from snapping them up. Previous launches sold out quickly, and the same may end up happening for her holiday collection. But trying to hawk $30 jars of honey and $60 candles at a time when many people are struggling financially opens the former <em>Suits </em>star to a familiar line of criticism – that’s she elitist and out of touch. </p>
<p id=”par-7_49″>“It’s a line that preaches mindfulness and accessibility, but in reality, it’s as out of reach as ever. These are basic home comforts – a candle, a hot drink, a jar of honey, sold at royally ridiculous prices,” royal expert Alicia Liberty wrote in <a href=”https://www.express.co.uk/news/royal/2126760/Meghan-Markle-as-ever-holiday-collection” target=”_blank” rel=”noreferrer noopener”>Express</a> after the collection dropped.</p>
<p id=”par-8_72″>In the past, Meghan has tried to downplay concerns that As Ever might be missing the mark with everyday consumers. Earlier this year, she talked to Fortune about how Trump’s tariffs and a possible recession might affect her brand. She said tariffs weren’t a concern since her products were made in the U.S. And she argued that people would still want her herbal teas and jams because they were an affordable luxury. </p>
<p id=”par-9_51″>“[A]s we look at the larger context of how this is going to affect the consumer day-to-day, I’m very grateful that in part of the conception of this brand, I wanted to create products that look more prestige but are more accessible and affordable,” she said (via the <a href=”https://nypost.com/2025/04/10/entertainment/meghan-markle-dismissing-economic-concerns-around-new-as-ever-lifestyle-brand-is-out-of-touch-expert/” target=”_blank” rel=”noreferrer noopener”>New York Post</a>). </p>
<p id=”par-10_22″>“I think during any time of recession, people still want to find creature comforts, items that can bring them joy,” she added. </p>
<h2 class=”wp-block-heading” id=”h-some-fans-say-they-can-t-afford-meghan-markle-s-expensive-products”>Some fans say they can’t afford Meghan Markle’s expensive products </h2>
<p id=”par-11_30″>People might be in the mood for little luxuries during tough times. But Meghan’s dismissal of people’s economic worries risks turning off shoppers, especially if they’re watching their wallets. </p>
<p id=”par-12_43″>“[T]hose [comments] regarding the recession were rather out of touch and dismissive. [They were] inappropriate given the broader economic struggles many of her fan base and others are facing,” British royal expert Hilary Fordwich told Fox News Digital (via the New York Post). </p>
<p id=”par-13_58″>“She was right that during tough times people do seek comfort, but nonessentials are only for the wealthy in tough times,” Fordwich added. “Such elitist comments are more likely to alienate average consumers. Albeit her supporters [make up] the majority of her consumers, but the likelihood that her comments resonated with them, in terms of reality, is unlikely.”</p>
<p id=”par-14_69″>A recent survey by <a href=”https://www.deloitte.com/us/en/insights/industry/retail-distribution/holiday-retail-sales-consumer-survey.html” target=”_blank” rel=”noreferrer noopener”>Deloitte</a> found that people expect to spend 10% less during the upcoming holiday season compared to 2024. Many are focused on value and affordability as they put together their shopping lists. With similar but cheaper options out there, some people might pass on Meghan’s latest offerings. The response to As Ever’s latest product drop suggests that at least some people are side-eyeing the brand’s prices. </p>
<p id=”par-15_43″>“$64 for a candle? Seems quite pretentious, at least here in the USA, when there are millions who will be losing food assistance as well as millions who stand to lose their health care insurance if the subsidies are discontinued,” one person <a href=”https://people.com/meghan-markle-nods-prince-archie-princess-lilibet-as-ever-holiday-collection-11838521″ target=”_blank” rel=”noreferrer noopener”>commented</a>.</p>
<p id=”par-16_46″>“I keep hoping that there is something I can afford but I guess nothing for me!” one person commented on a Meghan Markle fan account on <a href=”https://www.instagram.com/p/DQWz_fjDCyl/?img_index=1″ target=”_blank” rel=”noreferrer noopener”>Instagram</a>. “Social Security doesn’t allow for this kind of splurge! …. I’m going to stop looking just makes me sad.” </p>
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