The headlines are predictable: Meghan’s As Ever jams and wines sell out in hours, and instead of celebrating success, commentators rush to complain. But here’s the truth: scarcity is strategy. And it’s working.

Meghan isn’t running a discount bulk warehouse—she’s building a premium, lifestyle-driven brand rooted in aesthetic, intention, and exclusivity. That means not everyone gets a jar. That’s the point.

Critics say customers are “frustrated” and “let down.” But frustrated by what—success? This isn’t a mass production operation. These are curated, small-batch luxury goods. When Dior or Hermès runs out of stock, no one accuses them of mismanagement. They’re praised for being desirable.

So why is Meghan held to a different standard?

PR experts claiming As Ever is at “risk of collapse” because some jam orders were refunded miss the bigger picture. The very fact that these products sell out so quickly shows demand is through the roof. And what did Meghan’s team do? Offer full refunds and a complimentary jar on restock. That’s excellent customer service, not brand failure.

The people upset weren’t misled—they simply didn’t act fast enough. And let’s be honest: in 2025, if you can’t complete a simple online checkout for a $7 spread, that’s on you.

This isn’t a product for everyone. It never claimed to be. It’s a niche, elevated lifestyle project designed to represent a particular aesthetic—like Goop, Glossier, or even Supreme. The limited availability builds allure, not backlash.

If anything, Meghan is curating demand better than most legacy celebrity brands. She’s not flooding the market. She’s not overextending herself. She’s making people want the next drop.

And let’s not forget the double standard. Male celebrities who run fashion or liquor lines aren’t berated for “selling out too fast.” Their scarcity is called branding. When Meghan does it? It’s a PR crisis. Please.

If this is “bad strategy,” give us more of it. The products are selling. The fans are waiting. The hype is real.

Maybe it’s not Meghan’s business that’s at risk. Maybe it’s just fragile egos who can’t stomach a successful woman playing the game on her own terms—and winning.