When the Duchess of Sussex first launched her As Ever jam collection, a host of A-List celebrities received lavish PR parcels. However, for the Mother's Day collection, released yesterday and featuring £47 candles inspired by her children, the recipient list appears to have been significantly reduced.
While Meghan's A-List friends, including Kris Jenner, Chrissy Teigen, and Zoe Saldana, were among the first to receive the Duchess's PR packages, the 'Mother's Day Edit' seems to have been sent to a more select group, many with smaller social media followings.
Among those who received the parcel is Meghan's best friend, Kelly McKee Zajfen, who praised the Duchess as the 'best mama' to her 43,000 followers. Meghan's close friend and Pilates instructor, Heather Dorak, who has 12,000 followers, and Today show editor Adrianna Barrionuevo Brach, with almost 7,000 followers, also received the package.
A select number of medium-level American influencers, including Carly (@mycityapartment), with over 460,000 followers, and Kristina Zias, with nearly 350,000 followers on Instagram, were also included.
The marketing materials for the two candles reference Archie and Lilibet's royal titles. Meghan unveiled Signature Candle No. 506, named after her son's birthdate of May 6, and Signature Candle No. 604, an homage to Princess Lilibet's June 4 birthday.
Carly shared a photo of the £115 box from As Ever, which included gourmet chocolates, on her Instagram Stories and tagged Meghan's lifestyle brand. The box contained a handwritten letter from Meghan, who said: 'I developed the scents over the last year so that every note melded together to take me right back to a special memory with them.'
'I can light the candle, close my eyes and I'm right there,' Meghan's message continued. 'The memorable moments of motherhood.' The box also included chocolates from Los Angeles brand Compartés, with Meghan writing: 'Enjoy every bite.'
'Thank you for welcoming As Ever into your home, and for allowing us to not just be a part of your moments, but to be part of your memories,' the letter concluded.
The scented candle for Prince Archie features 'ginger, neroli, and cashmere' in what appears to be a nod to her six-year-old son's red hair, promising a 'warm, comforting scent' for a 'soft familiar ease into the room'. Meanwhile, the candle inspired by her daughter Lilibet, four, is made with 'amber, water lily and santal', offering a 'light, floral scent' that brings 'a sense of brightness and openness to the home'.
The products are part of As Ever's expansion into 'expanded fragrance and apothecary offerings', Meghan told Town & Country. 'The goal for As Ever has always been finding ways we can bring beauty and ease to your life – as a host, as a guest, as a friend, as a mom,' she said.
'In whatever way you show up, I want As Ever to make it feel special. It began with a pot of jam, and a collection for your kitchen and now we are excited that the collection will soon expand into other parts of your home. It's a very special time and I'm proud of what we are creating.'
According to People, the Mother's Day edit will also feature three 'bundles', including a $156 (£115) set with the candles, chocolates made in collaboration with Compartés, and specially designed matchboxes.
In 2024, it was revealed that Prince Harry and Meghan adopted the Sussex title as a surname for their children, making Prince Archie, six, and Princess Lilibet, four, known as Archie Sussex and Lilibet Sussex, rather than Mountbatten-Windsor. This is thought to be in keeping with the way Harry was known as Captain Wales while in the army.
The launch follows Harry and Meghan's 'quasi-royal' tour of Australia, which Meghan posted about on Instagram. Directing followers to read more on Sussex.com, the duchess shared a montage of their four-day trip Down Under. 'Australia, you have our hearts,' she said.
Set to Love Is In The Air by Aussie singer John Paul Young, the post featured clips from official visits and intimate moments, including Harry tucking into dinner and Meghan touching up her make-up.
Last week, the Duchess of Sussex asked superfans if it was finally time to invest in herself after spending 'all her life investing in women' during a VIP meet-and-greet in Sydney. Speaking at the Her Best Life retreat on Friday, as her trip to Australia with Prince Harry ended, women had paid up to £1,700 for VIP tickets, including front-row Q&A seats and a photograph with the duchess.
'I've spent all my life investing in women, can I finally invest in me?' Meghan asked the audience during her 90-minute appearance. She also said her experience in the public eye had been 'very difficult' but that criticism reflected others' 'projections'. She noted that the last decade, with happy moments like her wedding and children's births, had been tainted by vicious attacks, and motherhood had taught her perspective and patience.
Organisers of the event, held at the InterContinental hotel near Coogee beach, reportedly paid £120,000 for Meghan's appearance. Tickets included a gala dinner of Hiramasa kingfish tostada, vannella burrata, riverina Angus beef tenderloin, free range chicken, coconut crumble, and mango and passionfruit pavlova. Prince Harry attended and rose to greet his wife with a kiss as she entered. Meghan wore a cashmere tank from Australian brand Scanlan Theodore with beige trousers and nude heels.
