Meghan Markle stepped into the holiday season expecting a warm reception for her new As Ever Christmas line. But according to insiders, early reactions to the launch haven’t matched the Duchess’s ambitions. While the collection arrived with a festive promo video and polished branding, sources say the debut is landing much softer than hoped.
Meghan Markle should’ve launched her holiday collection in a strong manner, claims source
Meghan Markle’s efforts to build momentum around her As Ever holiday collection are reportedly facing early challenges. Several insiders claim that the rollout hasn’t generated the kind of buzz the Duchess of Sussex anticipated. According to a source familiar with the project, initial sales have been “alarmingly weak,” despite the sleek winter-themed video shared on Instagram to introduce the line.
The holiday capsule, which includes sparkling wine, seasonal candles, fruit preserves, and festive home items, debuted on October 28. In the promotional clip, Markle appears in a modest green dress, setting up Christmas decorations beside a glowing tree. The post arrived days after now-deleted images circulated of Meghan and Harry attending Kris Jenner’s birthday celebration.
One retail industry figure claims the timing may have disrupted the momentum she hoped to build. “Holiday collections must launch strong,” the executive said, as per #ShuterScoop. “Meghan didn’t get that. Not yet.” The same source suggests that several major retailers who initially expressed interest in the collection have since stepped back. Resultantly, As Ever will now supposedly rely primarily on its own online platform.
Another insider told Shuter Scoop that Meghan “expected a major lifestyle-empire moment,” but the reception, so far, has been “extremely muted.” Friends of the duchess, however, are said to insist that the strategy was always intended to begin softly and gather steam heading into December, not to peak at launch.
The As Ever founder remains visible and upbeat as she continues to share seasonal content and brand moments online. Whether the slow start represents a temporary stumble or a recalibration period remains to be seen, but insiders agree that Markle’s next moves will be watched closely.
Originally reported by Zahrah Patel on Reality Tea
