Is As ever all over? Starting to feel like it.

[AtIusvue]

It’s been 14 hours since the launch of the 2024 Rose. Nothing has sold out. This is despite it being designed again as a scarcity drop, so it can’t be argued she’s finally got her stock levels right.

• As ever stated the wine launch going ‘live’ at on the 5th August. Language designed to get you to rush and buy. Just like all this SM shopping you get now.
• Meghan put out a message many hours ago, stating that they have so much more stock (sad clapback to stuff not shifting) but hurry and be quick because it’s selling fast!!! (It’s clearly not)
• This launch however, has attracted very little press compared to previous drops

The scarcity gimmick is already tired and because she’s been absent from SM for 2 months…save for a few stock images/videos- she’s lost any momentum she had. She’s putting in bare minimum and her customer base feel it. She’s checked out.

There’s been talk of another series of WLM 3 and Meg getting a new NF contract, but I think that is just to fill the void until she can get WLM2 out. At which point, we will find out if there is any truth in any further deals.

The reason why I doubt WLM3, is that for continuity, you would need the same venue. But the home is now being used to to host weddings etc, it’s no longer a private rental but one open to the public to rent. There’s no way Meg would film in that location now. In addition she would need to have gotten the go ahead already for WLM3 and be filming right now to be able to stick to a schedule. The fact that it isn’t already confirmed, it’s giving the signal that WLM is over (in addition to knowing NF deal is done)

Now if WLM is over, I don’t think she has the draw to pull people to As ever. She doesn’t engage with her fan base enough, she does the bare minimum of SM posts, which she hasn’t even achieved the last few months. The Shopmy page is dead too. This is why the new wine launch has barely registered and hasn’t sold out 14 hours later. Yes, there will be more stock but it’s been designed for a sell out so there won’t be huge numbers.

As ever I think will be slowly wound down. There will be WLM2, with maybe another 18 months of drops. Then like everything else, it will be dropped quietly. Everyone is starting to get a bit bored by the half hearted, very beige effort she’s put into her ‘business’ and have tuned out.

She will have to launch yet another version of herself very soon. We’ve had actress, feminist, activist, producer, philanthropist….now female founder. God knows what’s next!

Perhaps the money is not in jam/wine? I understand that As Ever took quite a while to display a “sold out” sign unlike most shopping sites. This meant that customers made a full order (including all personal and payment details), THEN were told As Ever had sold out.

Unless someone has opted out then without fulfilling an order the company has the details; name, address, email, phone nos, IP address, internet activity, date/time/location of visits to the site, plus a lot of other information. This data can be sold to other companies for targeted advertising and it will be sitting there if As Ever is sold. This could make a lot more money than wine or jam.

Why thank you

Touche. You should start a club #derangedobsessedwidMeghanfanz

This is all a bit of fun, is it not? I certainly wouldn't want to buy any of their overpriced, overhyped products I’m more of an ALDI person myself. But I can't help siding with the underdog even a hapless one.

What’s really striking, though, is the almost gleeful anticipation from staunch royalists every time there's a whisper that the "spare" has stumbled. The moment a Netflix deal looks shaky, or a podcast doesn’t chart, they're practically foaming at the mouth convinced this is finally the end. But as Mark Twain famously said:"The report of my death was an exaggeration - As Ever " !

I’m honestly not sure what Meghan’s end goal is with this brand. Does she want to become a credible household name — a modern-day Martha Stewart — or is this just another vanity project? Because if it’s the former, she’s going about it completely backwards.

To build a serious lifestyle empire, she’d need to start slow and steady: perfect her core products, build a reliable supply chain, and earn genuine customer trust. But instead, she jumped in head first with a massive launch, only produced tiny batches — fuelling rumours she was artificially limiting stock to create fake demand — and then jumped straight into wine before even addressing fundamental issues with her existing range. There are still persistent complaints: spreads that are runny and overly acidic, edible flowers that taste like potpourri, and price points that don’t match the quality. Even the positive reviews admit the products are underwhelming for the price tag.

Meanwhile, the branding feels muddled. That now-infamous crêpe Instagram post looked more like amateur slop than anything remotely “elevated” — her current favourite buzzword. It landed awkwardly, especially given the luxury image she’s trying to project, and felt entirely out of step with the premium pricing. Despite the emphasis on Montecito gardens and wholesome living, there’s little to suggest any real personal involvement behind the scenes. She’s now awkwardly pivoting from girlboss feminist to domestic goddess/trad wife — but the shift feels more like a calculated persona switch than something grounded in genuine passion or experience. Audiences are already picking up on the disconnect, particularly in With Love, Meghan, where she comes across as an unconvincing home cook — and at times, not even particularly interested in cooking or baking at all.

She’s clearly trying to position herself somewhere between Duchy Originals and Goop — but without the authenticity of the former or the polished coherence of the latter. The key difference is that Meghan never had the infrastructure — or frankly, the need — to build something grassroots. Duchy Originals evolved from a real working estate: Highgrove, a place people can actually visit, rooted in British heritage, sustainability, and genuine estate-grown produce. It started as an upmarket farm shop/gift shop and grew naturally into a broader brand with integrity and provenance.

By contrast, As Ever isn’t grounded in anything tangible. Meghan has no farm, no shop, no estate to connect with — just her name and aesthetic. It’s not a celebration of heritage or a way of life; it’s a celebration of Meghan. And yet, even that doesn’t ring true — nearly everything appears to be outsourced, right down to the concept itself. It’s not a lifestyle, it’s a moodboard of how she wants to be perceived.

If she genuinely wanted to build a sustainable business, she would’ve been better off starting small and local — a stall at a California farmers’ market, for example, especially since she once claimed Archie and Lili sell their own fruit and veg there. That would’ve allowed her to test recipes, connect with real customers, build organic buzz, and refine the brand before scaling. Instead, she launched a glossy, expensive-looking site, dropped limited batches to generate hype, and now seems to have lost steam since the Netflix tie-in fizzled.

The latest wine launch barely made a ripple compared to earlier drops, and her social media presence has gone noticeably quiet. It all feels like another half-baked project she assumed would take off on name recognition alone — and now that it hasn’t, she’s slowly retreating.

It looks long and boring though. A précis perhaps?

Oh - the old ‘You don’t know her’ line.

Stranger? She’s a tacky, self-promoting celebrity- what’s knowing her got to do with anything?

Perfume launch incoming ….

I never ever understand why on earth republicans have the Sussexes on such a pedestal. They want all the benefits of royalty without the effort.

edit:- just moved over to the York thread. @vera99 i now understand where you are coming from as a republican but still don’t get your support of the Sussexes! 😂😁

I agree. Vera - this certainly puts your hatred of the RF in a different light.

H&M consider themselves very royal. Try telling Harry he’s not a Prince of the Blood, or forgetting Meghan’s title!

if the wine vintage is 2024, how does it have a cork with As Ever in it, which didn’t exist until 2025?

Faux Republicans, I don’t take them seriously when the want Good King Harry on the throne.

I keep want to leave and then I see the hate rising and I just feel the need to throw some shade. Oh and if I was marooned on a desert island with the Wales vs the Sussexes - it would be the Sussexes every time as they would be more fun and probably have a better chance of escaping !

That has to be the greatest comeback ever. I mean you got me, how can I possibly compete! Hashtags and everything. Never knew people still used hashtags…..

That article from Elle was interesting. The writer obviously sees the fact that products are continually out of stock as period that there is demand. It's hard to tell how much demand without knowing stock levels though.

Obviously some are going to queue up and buy As, Ever products and she is getting some nice reviews for the wine. That's all good. I'm just not sure that the limited availability is going to translate into a viable long term business. Time will tell.

This bit though i did find a bit strange.

"The best lifestyle doyens have this magical aspirational quality in spades—Martha Stewart of course, and Ina Garten, even Gwyneth Paltrow. When they share little hints of who they might be off screen—like Ina sipping a cocktail, Martha posting a thirst trap before an update on her donkeys, Gwyneth dicing onions in Italian pajamas—it can build connection and drive consumer behavior"

This is true of those brands but surely suggesting that Meghan is part of this company is premature? They all have a unique style and products and longevity. Meghan could develop As Ever into a brand on a par with Goop financially but 1 tv series and a wine and a few fairly generic packet mixes and spread doesn't get her there yet.

Her profile means that journalists have lots of interest and so write articles like this about her but I'm not sure it helps her get taken seriously because it seems to imply her business is well established whereas really is its in the initial stages

The world of influencers and social media is undeniably shallow and fickle driven by clicks, not substance. I agree, it’s not a great state of affairs. But like it or not, that’s the new landscape and given the acres of coverage this couple still receives, they are clearly still relevant.

So predictable with the “hate” rhetoric 🙄 always the same with the pretend republicans.

Whilst we have a royal family, Harry and Meghan are always going to have social relevance. With As Ever I suspect it hadn't helped as much as it's hindered. It's gets publicity for the products but it also highlights all the bumps in the road. I am still of the opinion that dropping the titles would be of great benefit to them in the long run.

What a load of twaddle. Do people really wait for the launch of a rose wine on a website that has everything else sold out or do they go onto M and S and order their usual rose alongside the usual weekly shop?
I think most people are to busy to worry about As Ever, With love Meghan or whatever new venture her "team' have dreamt up this week. A positive Elle article won't make people order wine from a website with nothing else available. Majestic has loads of wines available with good ratings?

You're obsessed OP, the level of interest you have, you should be her publicist.

News names posting at night…..

Old names posting day and night……..

Yip, so recognise what’s going on……

if the wine vintage is 2024, how does it have a cork with As Ever in it, which didn’t exist until 2025?

It might have been kept in barrels at the vineyard or in a cellar until it was sold and bottled for As Ever. The next barrel might be sold to someone else and bottled for them.

(My dad worked for a wine importing company. Some of their wine was bottled at the chateau where it was produced - mise en bouteille au chateau on the label - some was imported in barrels and bottled by them in their cellars in London.)

To be honest, I don’t really give them much thought any more, I was way more interested snd intrigued when they were behaving poorly, they are fading away.

Just flipped on the thread and I do wonder if they are trying to get back in with the royals, I think they have basically failed at everything they have done, I doubt with love Megan had strong viewing figures all the way through, more people watched a couple of episodes out of curiousity then didn’t go back, hence why it wasn’t as low as say Harry;s polo program, but if they looked at later episodes it likely tanked.

I suspect only her die hard fans and journalists buy, maybe some friends, and I doubt her die hard fans can afford to keep buying, the whole “selling fast” is like something you hear down the local market from a Del Boy character, or something you see on insta from crappy sellers. I doubt the Netflix deal will be renewed in any meaningful way.

i think the bottom line is neither of them like to work, they want others to do it for them, they just want to put their name to stuff and do the publicity work ie turn up and smile or make a speech, and sadly for them that’s not ever going to make them successful the people who are successful arguably worked hard, especially in the early days, and they have a talent. Having no talent , bad ideas, no experience, and not wanting to work is always going to mean a fail.

so I’d guess they are trying desperately to get back in with the royals, especially when Charles is still sitting in the chair, as when it’s William they have no chance at all, and basically they are becoming irrelevant,

I’ve seldom seen people have so many opportunities and squander them all. It’s really sad, as I doubt they are happy, no matter how they like to portray otherwise,