Christmas shelves are filling up, and two advent calendars are now competing for shoppers’ attention. Meghan Markle has unveiled her first festive range under the As Ever label, and insiders say the similarities with products from the palace are hard to miss, raising questions about her seemingly competing and “taking on the Royals on their own turf.”
Meghan Markle accused of ‘stealing royals’ thunder’ with brand battle, per sources
As Ever recently announced its first holiday collection on Instagram with the line, “The season of giving starts here.” The brand said the range includes new favorites, gifts, and small surprises, and invited followers to shop Chapter One of The Holiday Collection on its brand’s website.
New Idea describes Meghan Markle’s advent calendar as a collection of 24 chocolates. Its theme draws on the brand’s best-known spreads, as well as the Sussex family’s garden and home in Montecito. Each day’s number is also written in her own handwriting, adding a personal touch.
However, Buckingham Palace’s calendar takes a different route. It draws on three royal residences: Buckingham Palace, Windsor Castle, and the Palace of Holyroodhouse. It also features a crown-topped Christmas tree, flanked by two palace guards. The shop also sells 11 hampers. Its signature option includes strawberry preserve, two shortbread flavors, and a keepsake mug.
Notably, Markle has also added three gift baskets: The Pantry, The Parlour, and The Hostess. The last is the most elaborate, with a leather tag and gold lettering marking it as As Ever. Inside, it contains three spreads, scented candles, her flower sprinkles, and tea caddies in peppermint and lemon-and-ginger.
According to the outlet’s source, the overlap between the Duchess of Sussex and the Palace is nothing new. The insider pointed to the King’s jam and the Princess of Wales’ Christmas special as examples. They also alleged that Meghan’s plans pushed William and Kate off the 2026 Australian tour list. In the source’s view, the latest development is part of “a long line of ‘steal their thunder’ projects.”
The royals, the source added, are reportedly puzzled by why Markle would position herself against a centuries-old brand. The insider also questioned whether she wants to build a business of her own or simply capitalize on royal sales. “None of it makes any sense – especially from a business perspective,” they said, warning that she is “only going to humiliate herself.”
