The Royal Refund: 4 Shocking Details Behind Meghan Markle’s ‘As Ever’ Product Order Mishap

The Duchess of Sussex, Meghan Markle, has once again found her new lifestyle brand, As Ever, at the center of a public incident, this time involving mass refunds and apologies following a significant product order mishap in its latest launch. The controversy, which unfolded in late June 2025, centers on a highly anticipated, limited-edition food product that quickly sold out, leaving numerous customers with confirmed orders and payment debited but no product to show for it. This high-profile operational hiccup has forced the Duchess to personally intervene, issuing apologetic emails and promising compensatory gifts to mitigate the disappointment of her brand’s loyal customer base. The incident is particularly notable as it marks one of the first major operational challenges for the brand since its rebrand from the much-hyped American Riviera Orchard (ARO) to the new, streamlined name, As Ever. The swift, decisive action of issuing full refunds and offering future compensation highlights the brand's commitment to customer service, even as it struggles to meet the overwhelming demand for its exclusive, artisanal products.

Meghan, Duchess of Sussex: A Brief Biography and Career Profile

The Duchess of Sussex, Meghan Markle, has had a remarkable career trajectory, transitioning from a successful Hollywood actress to a global humanitarian and, now, a prominent figure in the lifestyle and wellness business.

• Full Name: Rachel Meghan Markle
• Born: August 4, 1981, in Los Angeles, California, U.S.
• Title: Duchess of Sussex (following her marriage to Prince Harry)
• Education: Northwestern University (Theater and International Relations)
• Notable Acting Career: Best known for her role as Rachel Zane on the legal drama series Suits (2011–2018).
• Former Lifestyle Blog: Founder of The Tig, a popular lifestyle blog running from 2014 to 2017.
• Current Ventures: Co-founder of Archewell (a non-profit organization and production company) and founder of the lifestyle brand As Ever (formerly American Riviera Orchard).
• Family: Married to Prince Harry, Duke of Sussex. They have two children, Prince Archie and Princess Lilibet.
• Residence: Montecito, California.

The Apricot Spread Fiasco: What Exactly Went Wrong?

The latest round of controversy for Meghan Markle’s lifestyle venture, As Ever, stems from the launch of its limited-edition apricot spread. This product was one of the first major releases following the brand’s transition from American Riviera Orchard (ARO), and the demand far exceeded the available stock, leading to a significant logistical nightmare. The product, described as an artisanal, high-end jam, was released to a select list of customers and influencers, generating immense buzz across social media platforms. The initial sales were a resounding success, with the entire inventory selling out in a matter of hours. However, the brand’s e-commerce system or fulfillment process appears to have struggled under the pressure of the rapid sell-out.

The Details of the Order Mishaps

The specific issue was a classic case of overselling: the website reportedly allowed more orders to be processed and paid for than the physical stock could fulfill. This left a number of eager customers who had successfully completed their purchase and had their payment debited, only to receive a later notification that their order could not be fulfilled. This incident is particularly sensitive because it is reportedly the second time in recent months that the brand has faced stock and website issues requiring mass refunds. The repeated technical and inventory challenges raise questions about the scalability and readiness of the brand’s operations, especially given the intense global scrutiny it faces.

Meghan Markle’s Personal Apology and Compensation Promise

In a move designed to mitigate the public relations damage and maintain customer loyalty, Meghan Markle took a direct, personal approach to address the affected buyers. Customers who were due a refund received an email that included a direct apology from the Duchess of Sussex herself. The email, sent by the As Ever team, expressed deep regret over the situation, stating that Meghan was "so sorry to hear what happened to your order." The communication was a clear effort to soften the blow of the cancellation and reinforce the luxury, customer-focused ethos of the brand.

The Promise of a Free Gift

Beyond the immediate financial resolution, the Duchess of Sussex and her team promised a significant gesture of goodwill: a free gift from the brand's next product launch. This promise serves two strategic purposes:

1. Customer Retention: It encourages disappointed customers to remain engaged with the brand, anticipating the next release.
2. Damage Control: It transforms a negative experience into an exclusive opportunity, making the affected customers feel valued as VIPs.

While the exact nature of the free gift has not been confirmed, the next line of products from As Ever is expected to be extensive, including items like honey, teas, crepe mix, home goods, stationary, and even candles, all falling under the umbrella of high-end lifestyle products inspired by the "American Riviera" of Santa Barbara.

Understanding the American Riviera Orchard to As Ever Rebrand

The context of this refund issue is inseparable from the brand’s recent identity shift. Launched with much fanfare earlier in the year, Meghan’s original venture, American Riviera Orchard (ARO), was intended to be a comprehensive lifestyle brand, reminiscent of her former blog, The Tig. In a surprising move, the Duchess announced a rebrand, transitioning the name to "As Ever," stylized with a lowercase 'e'.

Why the Name Change Matters

The decision to rebrand from the longer, more descriptive "American Riviera Orchard" to the succinct "As Ever" was reportedly done to create a more timeless and versatile name. This change is critical for the brand’s long-term strategy:

• Topical Authority: It signals a potential shift towards a more enduring, classic luxury aesthetic, moving away from a name tied explicitly to the Montecito location.
• Market Expansion: A shorter, more abstract name is easier to trademark and scale globally across the diverse product categories the brand plans to offer, from edible goods like jellies and jams to pet products and yoga mats.

The refund mishap, occurring so soon after the rebrand, puts immediate pressure on the newly christened "As Ever" to prove its operational competence and high-quality customer experience, ensuring that future product launches—whether it be the next limited-edition jam or a line of luxury home goods—are executed flawlessly. The world is watching to see how the Duchess of Sussex navigates these early business growing pains.