August M
A short phrase in a new social media message from Meghan Markle has caught attention, prompting fresh discussion about how the Duchess of Sussex continues to weave elements of her past into her growing lifestyle brand.
The post arrives as her company faces renewed scrutiny following recent online speculation about its performance and future plans.
A familiar phrase
Meghan shared a new carousel of images on As Ever’s official social media account, offering a glimpse into the brand’s aesthetic and daily rituals.
The images showed the Duchess arranging flowers, lighting a candle and posing alongside As Ever products including lemon and ginger tea and sage honey jars. She wore a cream knitted jumper, reinforcing the brand’s homely tone.
Alongside the images, the post read, “This is your sign to put the kettle on,” notes The Express.
British reference
The phrase is commonly associated with British culture, where it is often used as an invitation to pause and make tea. It is far less typical in American usage, leading some followers to view it as a subtle nod to Meghan’s years living in the UK.
Observers noted that the wording echoed a distinctly British turn of phrase, aligning with the brand’s emphasis on comfort and ritual.
It was not accompanied by any further explanation from Meghan or the company.
Earlier nods
This is not the first time Meghan has referenced her time in England through As Ever.
When the brand launched its first collection last April, one of the products was a shortbread cookie mix decorated with flower sprinkles. In a newsletter sent to subscribers, Meghan linked the item directly to her experiences in the UK.
“Crunchy and delicious shortbread cookies that remind me of my time in England, with tiny flower sprinkles to add extra beauty and charm to enjoy each delicate bite,” she wrote.
Sold-out item
The shortbread mix is now listed as sold out and is no longer available for purchase on the As Ever website.
Its absence has been noted by followers, though the company has not said whether it plans to restock the item or replace it with a similar product, reports The Express.
As Ever has also not commented publicly on sales performance for individual items.
Business talk
The latest post follows renewed attention on As Ever after online users circulated what they said were internal stock figures linked to the brand’s website.
While some commentators used the numbers to criticise the volume of remaining stock, a source close to As Ever offered a different interpretation.
A source with inside knowledge of the business told the Daily Express that the figures instead showed the Duchess had sold close to 90% of her original inventory, calling the results a sign of strong early success.
Sources: Daily Express
