Meghan, Duchess of Sussex, has pledged to donate the net proceeds from sales of jam and tea from her California-based brand As Ever to the Malala Fund, the charity founded by Nobel Peace Prize laureate Malala Yousafzai. The announcement coincided with the International Day of the Girl on October 11 and followed a private tea event held at Claridge’s in London last week, where Meghan and Yousafzai were photographed together.
The Duchess, who recently returned to the UK reportedly to enroll her children Archie, seven, and Lilibet, five, in British schools, shared a statement via social media emphasizing the importance of supporting girls’ education worldwide. She pledged that "100 percent of net proceeds" from As Ever jam and tea sales on that day would benefit the Malala Fund’s work to ensure free and safe quality education for girls.
While the initiative received notable attention, details regarding the financial impact remain undisclosed. Meghan’s office declined to provide sales figures for the designated day, citing confidentiality. However, industry analysts and independent estimates based on available data suggest that the actual donation from sales on that day may have been relatively modest, potentially totaling around £1,900 ($2,520). This figure is derived from an examination of sales volumes during a previous day in early January, when jam and tea products were among the top sellers of the As Ever line.
The analysis factors in standard profit margins for artisanal jams and specialty teas, generally ranging between 20 and 50 percent, to approximate net proceeds. By contrast, the combined cost of the Duchess’s outfit worn at the tea event—including Ralph Lauren trousers and a cashmere sweater—has been reported to exceed the estimated charity contribution.
Sources close to Meghan underscored that beyond the direct donation, the partnership was intended to raise awareness and encourage further donations from the public. They described the association with the Malala Fund as a meaningful endorsement aimed at amplifying the cause, rather than a purely financial gesture.
As Ever’s broader sales performance appears to be mixed. Data from earlier in the year indicated limited sales of certain products, including candles and wines, with the brand potentially facing challenges common to new luxury food and lifestyle ventures in a post-pandemic market. The company recently announced plans to expand its product availability to the United Kingdom, though food items will not initially be included due to logistical hurdles.
Some industry observers have speculated that Meghan and Prince Harry’s renewed presence in the UK relates to financial considerations following the depletion of funds from previous ventures tied to their exit from senior royal duties. This has prompted questions about the commercial viability and future prospects of their lifestyle brand.
Meanwhile, Meghan is reportedly exploring opportunities in television and reality programming, while Prince Harry is engaging in paid speaking appearances and other projects. Despite the high-profile nature of their philanthropic and entrepreneurial efforts, analysts caution that significant financial returns from the As Ever brand remain uncertain at this stage.