Meghan Markle’s new lifestyle brand faced an embarrassing setback after a shipping mix-up led customers to receive the wrong product, prompting full refunds and public confusion, but swift apologies and Meghan’s personal involvement have turned the mishap into a moment of accountability and resilience.

Just weeks after launching her much-anticipated lifestyle brand, *American Riviera Orchard*, Meghan Markle is facing unexpected backlash as customers report a confusing mix-up with orders involving one of the brand’s first public products: a jar of jam.

The Duchess of Sussex’s chic new venture—which combines California aesthetics with luxury home essentials—hit a snag after multiple shoppers who purchased items through the affiliated retailer *Windsor at As Ever* claimed they received the wrong product entirely.

The issue began making waves online in early July, when several customers took to social media to share that,

instead of the \$130 “Gift Box No. 1” they ordered—which was supposed to include a jar of the now-famous strawberry jam along with other curated items—they instead received a completely different set of products featuring goods from a separate *As Ever* collection.

The brand’s Instagram page and customer service inbox were soon flooded with confused and disappointed messages.

According to statements from As Ever representatives, the issue stemmed from an internal fulfillment error, where some customers’ orders were processed using an outdated SKU linked to a previous seasonal box.

The company promptly issued full refunds and offered apologies to affected customers, while Meghan Markle’s team emphasized that her brand had no direct control over the fulfillment process.

“This wasn’t Meghan’s error,” said a source close to the project. “She entrusted a retail partner to handle the logistics, and unfortunately, there was a mistake. She’s very involved and wants to make it right.”

Indeed, the duchess reportedly reached out privately to some customers, and there are rumors that a special thank-you gift may be sent to those affected by the mistake as a gesture of goodwill.

Markle’s personal touches and hands-on approach to her projects have been well-documented since her royal exit in 2020 and the couple’s subsequent move to Montecito, California.

*American Riviera Orchard* was formally unveiled in March 2025 with a cryptic Instagram launch and a distinctive aesthetic featuring sunlit kitchens, antique ceramics, and handwritten labels—one of which was affixed to the now-iconic strawberry jam that quickly became a viral item.

Only a handful of jars were sent out to influencers and friends, making them instant collectibles. When the “Gift Box No. 1” went live for sale, it sold out within hours, adding to the brand’s allure.

However, this shipping snafu has taken a bit of shine off the launch. While many customers expressed understanding and praised the brand’s quick response, others criticized what they saw as poor planning or overhype.

One customer commented on TikTok, “If you’re going to charge \$130 for jam, you better get the box right.” Another wrote, “Love Meghan, but this was messy.”

Retail experts have weighed in, noting that mishaps like these are not uncommon in early-stage product rollouts—especially for celebrity-backed brands with sudden surges in demand. Still, they warn that repeat errors could undermine consumer trust.

“People are willing to forgive once, especially if the brand is transparent and responsive,” said one industry analyst. “But consistency is key, especially in the luxury lifestyle space where perception is everything.”

So far, Meghan has stayed quiet publicly, but insiders say she’s taking the feedback seriously. “She knows her name carries weight,” a source said.

“This project is deeply personal to her—it’s inspired by her life in California, her passion for home and wellness. She wants everything to reflect that care.”

The broader ambitions of *American Riviera Orchard* are still unfolding. Trademark filings suggest that the brand may expand into tableware, linens, oils, teas, and even cookbooks.

Meghan is said to be curating the collections herself, with influence drawn from her love of hosting, gardening, and slow living.

The brand’s name, referencing the nickname for the Santa Barbara region, signals a refined but approachable vision rooted in the duchess’s post-royal identity.

As the shipping error fades into the background, many fans remain enthusiastic about what’s to come. “She’s building something beautiful,” one supporter posted. “It’s early days. Give her grace.”

For now, all eyes are on how the next product rollout will go—and whether Meghan’s brand can turn this moment of friction into a story of transparency and trust.