“The process has been underway for some while, but there was a need to get it right in the face of some very big challenges,” one insider revealed.

Social Media Overlap Sparks Speculation

Supporters of the Duchess suggested online that the As Ever post had been pre-scheduled, but was swiftly removed once the Palace statement became public.

The overlap between Meghan’s Instagram activity and the royal announcement quickly drew attention, prompting debate over whether it was appropriate to share promotional material during such a sensitive family moment.

Meghan’s Brand and Holiday Collection

The deleted photograph showed Meghan surrounded by flowers, part of the ongoing promotion for her new lifestyle venture’s holiday collection, launched earlier this week.

The festive range includes Signature Candle No. 519, priced at $64 (£48), said to capture “cherished memories” from her May 2018 wedding through notes of Moroccan mint, cardamom, and tea leaves.

Another item, Signature Candle No. 084, references Meghan’s August 4 birthday and blends scents of water lotus, sandalwood, and California poppy.

The collection also features a 2021 Vintage Napa Valley Brut champagne priced at $89 (£67) per bottle, with a minimum order of twelve bottles to waive the $20 (£15) delivery fee.

Despite pulling the initial photo, As Ever has continued its marketing campaign by reposting customer images featuring the new festive products.