Meghan Markle’s lifestyle brand As Ever is flying off the virtual shelves, selling out in a flash—and it’s no accident. The Duchess has leaned hard into a classic marketing trick: dropping products in tiny batches to crank up the hype. But a top expert is waving a red flag, saying this strategy could blow up in Meghan’s face if she doesn’t play it just right. Here’s the scoop on why her quick-sale game might turn into a PR nightmare.
Pauline Maclaran, a Marketing & Consumer Research pro from Royal Holloway, University of London, broke it down. “It’s a fine line,” she said. “You’ve got to keep the buzz going—release limited stock often enough to build excitement, but not so spaced out that people get ticked off waiting.” The idea? Tease the crowd, keep them hooked, but don’t leave them hanging too long. Meghan’s banking on scarcity to drive demand, and so far, it’s working—As Ever sold out in under an hour. But Maclaran’s warning is clear: screw up the timing or supply, and the whole thing could crash.
“She’s got to watch it,” Maclaran added. “Whip up desire all you want, but if there’s no product to back it up soon after, people will lose interest fast. It’ll flop if she can’t deliver in a reasonable window.” Meghan’s already out there celebrating, posting on Instagram: “Our shelves may be empty, but my heart is full! We sold out in less than one hour, and I can’t thank you enough for celebrating, purchasing, sharing, and believing. It’s just the start. Here we go!” Cute, sure—but if the next drop doesn’t come quick, that full heart might be all she’s left with.
This isn’t just about jam jars and teas—it’s Meghan’s big swing at branding herself as a lifestyle mogul. The limited-release tactic screams exclusivity, but it’s a double-edged sword. Nail it, and she’s golden; botch it, and the backlash could tank As Ever before it even gets going. Will Meghan’s marketing gamble pay off, or is she setting herself up for a fall? Stay tuned—this one’s got drama written all over it.
