Meghan Markle’s lifestyle business is facing another round of speculation about its finances, with a newly published report reviving an earlier anonymous claim that As Ever could be “bankrupt by the end of the year.” No public financial filing establishes that the company is approaching bankruptcy or insolvency.
The Sept. 22 Morning Honey report, ties the prediction to concerns over unsold inventory and a potential loss of roughly $5 million.
The $5 million figure also represents a projected risk, not a confirmed loss. Earlier reporting estimated that As Ever could eventually take a multimillion-dollar hit if large quantities of fruit spread remain unsold through their best-before dates.
Markle’s representatives have rejected that narrative, while the company has not released revenue, profit, cash-flow or audited inventory figures that would independently establish its financial condition.
The $5 Million Estimate Centers on Unsold Jam, Not a Confirmed Loss
The inventory debate intensified in January after a workaround on the As Ever website appeared to expose internal stock quantities. Reports based on the temporary data described hundreds of thousands of products in inventory, including fruit spreads, honey, candles, flower sprinkles and wine.
People reported at the time that the displayed figures included approximately 220,000 jars of jam, 30,000 jars of honey, 90,000 candles, 80,000 tins of flower sprinkles and about 70,000 bottles of wine. Sources close to the company argued that the numbers reflected preparations for expansion.
The more dramatic $5 million estimate emerged months later. A June Page Six report, said As Ever could face a potential loss of more than $5 million on its jam range alone if projected unsold inventory eventually became unsellable. That projection was based on reported inventory levels, observed sales rates and the products’ best-before dates. The underlying report said the affected jams, teas and flower sprinkles were expected to reach those dates around the summer of 2027.
Markle had previously acknowledged just how quickly the company increased production. Speaking with Emily Chang for Bloomberg’s The Circuit in August 2025, she said As Ever increased inventory tenfold after an early sellout and described discussions escalating from orders involving a few thousand jars and lids to a purchase order of one million units.
Markle’s representative had already pushed back when the inventory story circulated in June. In a response reported by Page Six, the spokesperson compared repeated stories predicting problems for As Ever to Groundhog Day and criticized their reliance on unnamed sources.
As Ever Is Still Selling Products and Added a New Wine This Month
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Whatever its private financial position, As Ever remains commercially active. In early September, the brand announced another wine release, Reserve Brut, describing the Napa Valley sparkling wine as a new addition to its growing wine collection.
The official As Ever storefront remains active as of Sept. 23 and is taking orders across its pantry and home collections. Current listings include raspberry and strawberry spreads, orange marmalade, flower sprinkles, herbal teas, honey, candles and multiple gift sets. Some products are sold out while others remain available for immediate purchase.
The site has also introduced a “Subscribe and Save” option for pantry staples, allowing customers to set up repeat purchases. Its wine storefront currently lists Napa Valley Reserve Brut alongside a 2024 Marlborough Sauvignon Blanc and 2024 Napa Valley Rosé.