Meghan Markle ‘faces $5 million loss in jam company’

Her brand initially enjoyed strong demand, with several product launches selling out within minutes.

However, since then, analysts and industry observers have pointed to reports of declining website traffic and slowing sales, while Markle has continued to promote the company alongside public appearances, charity drives and social media content with her husband, Prince Harry, 41, and their children Archie, seven, and Lilibet, five.

A source familiar with the company told us: “The problem isn’t brand awareness. Meghan’s profile ensures people know exactly what As Ever is. The real concern within the industry is whether customer demand is anywhere near strong enough to absorb the volume of inventory produced after the initial launches sold out so quickly.

“It’s one thing to sell a limited edition in minutes when there’s excitement and curiosity around a new venture. It’s another to maintain those sales levels month after month once the novelty wears off.”