What was expected to be a triumphant launch has reportedly turned into a behind-the-scenes meltdown for Meghan Markle, as her much-hyped lifestyle brand "American Riviera Orchard" faces scrutiny over its actual performance. Despite headlines suggesting a near-instant sellout, sources close to the project now claim that products from the brand’s initial soft launch under the “As Ever” label took hours — not minutes — to sell out, sparking reported frustration from Meghan herself.
.jpg)
The former Duchess of Sussex unveiled her new venture with a carefully curated social media rollout, blending vintage-style visuals with a Martha Stewart-meets-Goop aesthetic. Initial media coverage praised the brand for its elegance and the exclusivity of its product drops. But according to insiders, the narrative that the items sold out in “minutes” may have been greatly exaggerated.
An unnamed source familiar with the brand's rollout revealed:
“The plan was to create buzz around scarcity — a classic marketing move — but internally, it was expected to move faster. When things didn't go as quickly as hoped, there was a sense of panic.”
Reports suggest Meghan was “visibly upset” during team calls as real-time sales metrics rolled in, falling short of projections. While the collection did eventually sell out, critics argue the brand may have leaned too heavily on hype without delivering a strong product identity or clear value beyond the celebrity association.
Criticism also mounted on social media, where skeptics questioned the authenticity of the brand’s “organic success.” One user posted: “Funny how the press release says ‘sold out in minutes,’ but I was still able to add it to my cart two hours later.”
Supporters of Meghan countered that it’s still early days and that slow initial sales don’t define the long-term success of a brand. One fan wrote: “She’s taking a risk and building something from scratch. That takes time. Not everything needs to be instant.”