Meghan Markle was criticised by a royal expert, after her brand, As Ever, failed to grasp an opportunity to do one major thing when it oversold various products to customers. Last month, the Duchess of Sussex restocked some of her previously sold-out As Ever items while also launching two new products – an apricot spread and a new honey.

The collection quickly sold out in what was seen as yet another successful launch for Meghan, as her first collection followed the same pattern. But she came under scrutiny when, a few days later, it emerged that some of her customers’ apricot spread orders were cancelled and refunded as it appeared the brand had oversold its products.

Now, a PR expert has criticised the Duchess for giving up on a “missed opportunity” after she failed to connect “on a more human level” with her customers.

Edward Coram-James, CEO of Go Up, told the Express: “To her credit, Meghan’s team handled the refund process straightforwardly, thanking customers for their patience.

“But 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.”

As Ever’s email sent to the unlucky customers that saw their order cancelled read: “Due to high demand, we are unable to fulfil your order of the apricot spread at this time. We are refunding the purchase of this item by the end of this week.

“In addition to the refund, we want you to know that when the apricot spread is back in stock, you will be the first to receive it, free of charge.”

Mr Coram-James said another As Ever sell out could be a “good problem” for the Duchess. He explained: “Selling out apricot jam and having to offer refunds might sound like a good problem; it shows strong demand.

But Meghan doesn’t want this to happen again because it hits at the heart of the authenticity she’s trying to build.

“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.”

Meghan’s previous collection, launched back in April, also sold out within minutes.

The PR expert went on to say, that despite the Duchess being accused of selling small batches of stock as a branding strategy amid the sellout, it could actually work in her favour if she communicates it well.

He explained: “This approach can work, but only if the experience matches the hype. That means clear messaging from the start that this is a small-batch item, it’s limited, and sign up early.”