Meghan Markle has received a pointed warning from a leading PR expert about a growing disconnect between her brand’s image and how it’s being managed, following what many see as a major missed opportunity.
Edward Coram-James, CEO of the PR agency Go Up, shared his thoughts with Express UK and weighed in on the Duchess of Sussex’s latest branding stumble—this time involving the rapid sellout of her signature apricot jam and the resulting refund email sent to disappointed customers.
While Coram-James credited Meghan’s team for handling the refund process professionally, saying, “To her credit, Meghan’s team handled the refund process straightforwardly, thanking customers for their patience,” he also didn’t hold back when highlighting where things went wrong.
According to him, the communication fell short of what the brand promises. “The email missed a chance to connect on a more human, warmer level, which feels like a missed opportunity, especially given what her brand stands for.”
The email in question was sent to customers who were unable to purchase the limited edition jam product during a restock. Though the fast sellout could be seen as a sign of success, Coram-James cautioned that it could backfire if not handled with more thoughtful messaging.
“Selling out apricot jam and having to offer refunds might sound like a good problem; it shows strong demand,” he noted. “But the Ever brand is all about home and garden values, and repeatedly missing the mark on something as simple as an apricot spread undercuts that narrative.”
He emphasized that consistency in brand messaging is key, especially when trying to create an emotional connection with consumers. “This approach can work, but only if the experience matches the hype.”
Coram-James offered a practical solution, advising clearer communication around product availability. “That means clear messaging from the start that this is a small-batch item, it’s limited, and sign up early.”
As Meghan continues to build her lifestyle label around warmth, simplicity, and elegance, experts say moments like this serve as reminders that even luxury brands must stay rooted in authenticity—and a little humanity.