Meghan Markle's lifestyle brand, As Ever, has encountered a visible setback in her own Montecito neighborhood, as a local bookstore has dramatically reduced its in-store display of her products. The downsizing at Godmother's Bookstore comes amid ongoing speculation about the brand's commercial viability and reports of substantial unsold inventory.
According to reports, Godmother's Bookstore—which previously showcased As Ever items across multiple large shelves—has relegated the Duchess of Sussex's fruit spreads, honeys, teas, and candles to a small table with just three items on display . A visitor who had seen the brand's more extensive presentation months earlier described the current setup as a "sorry, sad display" with "no signage or banner" to alert customers .
The earlier display, which the visitor described as roughly the size of a schoolroom desk, included eight boxes of chocolates in collaboration with Compartes, eight $64 signature candles, a honey set, and a large glass bowl of edible dried-flower sprinkles . Notably absent were Markle's signature fruit spreads, which had been part of her 2025 holiday display at the store.
Godmother's Bookstore is co-owned by Markle's close friend and cosmetics mogul Victoria Jackson, and the partnership marked As Ever's first brick-and-mortar retail presence when it launched in November 2025 . The Duchess personally promoted the launch on Instagram, arranging the product displays herself .
While some observers suggest the reduced display might indicate strong sales rather than weak demand, the development coincides with reports that Markle may be sitting on significant inventory. A January website glitch reportedly revealed that As Ever had approximately 650,000 units of stock valued at around $21.8 million at sale price . More recently, reports have suggested the brand could face up to $5 million in losses on perishable items—including fruit spreads, honey, and teas—that may expire before they can be sold .
Why this matters
The As Ever brand represents a critical pivot for Markle following her and Prince Harry's 2020 departure from royal duties. After high-profile partnerships with Spotify ended and Netflix withdrew as an equity investor in As Ever in March 2026, the brand's performance has become a key test of the couple's ability to build sustainable commercial ventures independent of their royal ties . With Meghan and Harry reportedly spending millions annually on security and their $29 million Montecito estate, the stakes for As Ever's success extend beyond mere brand reputation .
The brand initially launched in 2025 with products selling out rapidly, leading Markle to dramatically increase inventory—reportedly placing a purchase order for one million jars after earlier runs sold out within hours . However, web traffic to the As Ever site has shown signs of softening in 2026, with a 33% decline in visitors between January and April, mirroring a dip in Meghan's U.S. popularity .
Representatives for As Ever have disputed claims of financial difficulties, stating that the brand "continues to grow as an independent business, supported by a strong customer community" and that reports of bankruptcy speculation are "entirely false and based on speculation rather than fact" . The brand has not publicly commented on the reduced bookstore display.
