Celebrity chef Jameson Stocks has publicly criticized Meghan Markle’s latest “As Ever” wine collection, suggesting the Duchess of Sussex is profiting off her Royal Family ties. The remarks, reported by the Daily Express, follow the launch of Markle’s holiday-themed lifestyle range under her growing brand. Stocks, who has previously cooked for King Charles III, claimed the product line targets a luxury demographic and “misses the mark” for everyday consumers. The comments have reignited debate over Markle’s commercial ventures and their perceived connection to her royal status.
The “As Ever” brand includes premium-priced items such as wine, honey, candles, and spice kits.
Meghan Markle launched her “As Ever” wine and lifestyle collection in October 2025, ahead of the festive season, under her personal brand. The release prompted Jameson Stocks, a celebrity chef with ties to the Royal Family, to criticize the Duchess for “using the royals as a marketing tool.” Stocks made the comments during a media appearance in London, expressing concern over the brand’s pricing and exclusivity. He argued that Markle’s business model appeals to a wealthy minority, contrasting it with his own philosophy of affordability and accessibility.
Product Line and Public Remarks
- Product Range:
- “As Ever” wine collection
- £49 jars of honey
- £50 candles
- £13 spice kits
- Signature fruit spreads
- Jameson Stocks’ Criticism:
- “She’s using the royals as a marketing tool.”
- “Her brand caters to the minority who can afford it.”
- “No family would appreciate someone making money off their family name.”
- Royal Commentary:
- Stocks suggested Prince William and Princess Kate would disapprove
- Believed Queen Elizabeth II would view the brand as exploitative
Stocks emphasized that admiration should be earned through “class and how you hold yourself.”
Brand Perception and Public Response
Stocks’ remarks have intensified scrutiny over how Meghan Markle’s royal identity intersects with her commercial ventures. While the Duchess no longer holds active royal duties, her title and public image remain closely tied to the monarchy. The “As Ever” brand’s premium pricing has sparked debate over accessibility and intent. Supporters argue Markle is building a legitimate lifestyle empire, while critics question the ethics of monetizing royal associations.
The controversy may influence future branding decisions and public messaging around the product line.
What’s Next: Brand Expansion and Media Engagements
- Upcoming Releases: Additional “As Ever” products expected for Valentine’s Day 2026
- Public Appearances: Markle slated to attend sustainability panels in early 2026
- Media Strategy: No official response yet from Markle’s team regarding Stocks’ comments
- Royal Relations: No comment from Buckingham Palace or senior royals
The brand continues to grow, with international distribution and influencer partnerships underway.
