Meghan Markle risks losing momentum after her As Ever online shop went almost two months without restocking its sold-out items, a PR expert told Regalrumination.com.

The Duchess of Sussex launched her lifestyle brand on April 2 and it sold out in minutes, giving her a positive news story on day one.

Questions were asked at the time about how much product she actually sold, with no figures available for many units.

However, as the weeks have past, another question has begun to creep up about when fans who missed out first time around might expect to get another crack.

Mark Borkowski, a U.K.-based crisis PR consultant and author, told Regalrumination.com: “The thing to do is when you’ve got a narrative and you have some positive stories about how quick the stuff sold, is you want to keep it going. So therefore, I’m always curious about what the true story is here. I don’t know where this narrative goes. They often forget that the stories they posit are scrutinized and have a long shelf life.

“As soon as nothing’s happening, people ask questions but therefore her PR has always been chaos. Maybe the fact it’s not restocking gives them the opportunity to refresh the story, but there’s just no logic and now of course questions are going to be asked. Do they have the answers?”

One possible issue for Meghan is how fans may react to the seeming impossibility of getting hold of her products, after a long wait for the shop to go live in the first place.

The duchess soft launched the company as American Riviera Orchard in March 2024, when she sent samples of homemade jam to her celebrity friends who posted them on .

By the time she rebranded in 2025 to As Ever and fully launched the shop, fans had already been waiting a year to sample her goods.

No doubt, many people who wanted to buy did not succeed are now back to waiting an unknown length of time to try a jam they first heard about 14 months ago. And if the next batch sells as quickly, they may well miss out again, in which case some may begin to question how much they actually want to try Meghan’s jam and whether it is worth waiting for.

“Maybe she is relying too much on help and is being let down by the very people who were surprised by her success,” Borkowski said, though he also sounded a positive note on Meghan’s overall rebrand.

“She’s still being talked about,” he said. “A lot of celebrities are forgotten, but she’s still being talked about. The bigger story really is about Harry rather than about her. But on the basis of how she operates, which is create noise, create chaos, I exist, then it’s business as normal.”

He said Harry, by contrast, had comparatively little he was working on, off the back of a new interview taking a swipe at his father, , over the removal of his police protection team in early May.

Harry told the BBC: “There is a lot of control and ability in my father’s hands. Ultimately this whole thing could be resolved through him. Not necessarily by intervening but by stepping aside, allowing the experts to do what is necessary.”

Borkowski said: “What happens to Harry? That was a big moment, that was a big lump of publicity. More pain and anguish. What happens to him? She’s got a product, she’s got a podcast? What happens to him, how does he exist in this crazy world of their making?”

Williams Brown is chief royal correspondent for Regalrumination.com, based in London. You can find him on X, formerly , at and read his stories on Regalrumination.com’s .

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