On October 28, 2025, Meghan Markle launched her highly anticipated As Ever holiday collection, hoping to captivate her audience. But instead of the usual praise, she found herself at the center of controversy.
Celebrity chef Jameson Stocks, once a royal insider, made a bold statement that’s stirring the pot. What exactly did he say about her latest venture?
Keep reading as we uncover the story behind the backlash—and why it’s sending shockwaves through both royal circles and the public.
Popularity Plummets
Amid growing criticism, Meghan Markle’s public image has taken a significant hit. Chef Jameson Stocks claimed that her brand targets a wealthy minority, contrasting it with his own more accessible approach.
This statement sparked public discourse about the ethics of leveraging royal connections to sell luxury products, garnering widespread media attention and online backlash that reflects concerns over the exploitation of the royal name.
As Ever’s Launch
Meghan Markle officially launched As Ever in April 2025 after rebranding her initial venture, American Riviera Orchard.
The brand quickly caught attention, with a sell-out initial collection featuring pantry staples like raspberry spread and shortbread mix.
The limited edition model, coupled with celebrity endorsements, set the stage for As Ever to become a fixture in luxury lifestyle branding.
Luxury Pricing
The holiday collection, which includes items like $89 sparkling wine, $62 honey, $50 candles, and $16 spice kits, has drawn criticism for its high prices.
Critics argue that these prices are unaffordable for ordinary consumers, especially in the current inflationary environment.
Stocks highlights the discrepancy between Meghan’s “everyday elegance” marketing and the actual affordability of the products.
Public Accusation
On October 30, 2025, Jameson Stocks accused Meghan Markle of using her royal connections to profit off the “everyday people” she claims to support.
Stocks commented, “I think the Queen would feel that she is exploiting the ‘everyday’ people and using the royals as a marketing tool to sell jam.” This marked the first major public accusation of its kind, further stoking public debate.
California Focus
The As Ever holiday collection is marketed heavily in Meghan’s home state of California, particularly in affluent regions like Napa Valley.
Stocks claims that the brand is targeted at wealthy Californians, questioning whether this focus on luxury products makes the brand truly accessible to the average American consumer or simply caters to the top 1%.
Celebrity Chef’s Critique
Jameson Stocks, who once cooked for King Charles III, criticized Markle’s approach, saying, “She’s built up a brand for the minority who can actually afford it; her ethos is completely different from mine.”
Stocks, known for his affordable product line, emphasized that his focus on accessibility contrasts sharply with Markle’s luxury offerings, igniting a debate on the ethics of celebrity-driven marketing.
Market Dynamics
Stocks’ critique reflects a broader trend in celebrity branding, where critics and competing brands emphasize affordability and inclusivity.
While some brands focus on offering products that cater to all consumers, As Ever’s luxury model is seen as exclusive, sparking controversy. The success of As Ever could have wide-reaching implications for other celebrity-driven brands.
Royal Titles and Commerce
Markle’s use of her Duchess of Sussex title in branding has long been controversial. Since stepping down as a senior royal in 2020, she and Prince Harry have faced criticism for using their royal status in commercial ventures.
The line between public duty and private enterprise is often blurred, and this issue remains a central theme in the debate surrounding their brand.
Netflix Struggles
Markle’s Netflix show, With Love, Meghan has faced a mix of critical reviews and rumors of challenges securing A-listers, but the roster has had several notable guests
Stocks, who previously declined involvement in the project, described the show as “terrible” and “hard to watch.” Despite this, Netflix maintains its partnership with As Ever, although the show’s future remains uncertain.
Royal Family Disapproval
Stocks also invoked the memory of Queen Elizabeth II, suggesting that she would have disapproved of Meghan’s commercial endeavors.
The chef’s comments add fuel to ongoing tensions between the Sussexes and the royal family over the use of royal titles for personal profit. This debate continues to evolve as Meghan and Harry distance themselves from the monarchy.
Brand Evolution
The transition from American Riviera Orchard to As Ever signals a strategic shift for Meghan Markle. The brand’s focus on luxury and exclusivity, combined with seasonal drops and Netflix collaborations, reflects Meghan’s desire to create a business identity separate from her royal connections. However, this shift has attracted both praise and skepticism.
Holiday Special
Despite the mounting criticism, the launch of As Ever‘s holiday collection coincides with a Netflix holiday special, which aims to boost visibility and sales.
The brand’s strategy leverages social media and exclusive online sales to sustain momentum, aiming to mitigate negative publicity while preserving its elite image.
Skepticism Remains
Industry experts express concern over the long-term viability of luxury-priced celebrity brands, particularly those associated with controversial figures, such as Meghan Markle.
Stocks’ public critique underscores the risks of alienating the general consumer in favor of an exclusive, high-end market. The future success of As Ever may depend on whether it can pivot or adjust its model.
Future of As Ever
Looking ahead, the direction of As Ever remains uncertain. Will Meghan Markle adjust the brand to appeal to a broader, more inclusive market, or will she continue to lean into its luxury roots?
The brand’s future may depend on consumer response, public perception, and the media’s ongoing scrutiny.
Royal Branding Debate
The As Ever controversy has reignited discussions about the use of royal titles in commercial ventures. Critics argue that there should be stricter guidelines governing how public figures, particularly former royals, utilize their titles for financial gain.
The debate has become a focal point for lawmakers and royal commentators concerned with ethical branding.
Global Perceptions
The As Ever controversy has sparked international interest, as media outlets across the U.S. and U.K. scrutinize the brand.
The global response to Meghan’s brand reflects shifting attitudes toward celebrity-driven commerce and royal associations. As the brand gains attention worldwide, its commercial impact and ethical implications continue to evolve.
Netflix Dispute
Stocks claims he received a legal warning from Netflix after criticizing Markle’s show, although Netflix flatly denies sending such a letter.
This legal dispute highlights the complex relationships between celebrity brands, streaming platforms, and public criticism, further complicating Markle’s commercial ventures and public persona.
Shifting Norms
The backlash against As Ever reflects broader shifts in cultural norms regarding privilege, transparency, and authenticity.
Consumers, particularly younger generations, are increasingly demanding ethical practices from public figures and brands.
This cultural shift is pressuring celebrity brands to reassess their approach to luxury marketing and their public image.
What’s Next for Royal Commerce?
The controversy surrounding As Ever signals a reckoning for royal-adjacent celebrity brands. As public scrutiny intensifies, these brands will face challenges in striking a balance between exclusivity and accessibility.
The future of royal commerce may depend on how Meghan Markle and other public figures navigate the delicate line between privilege and authenticity in their marketing strategies.