Duchess Meghan has announced new products for the holiday season on the Instagram account of her lifestyle brand, “As Ever.” In the post, the 45-year-old is seen standing in a kitchen wearing an apron and stirring a pot. The caption reads: “The season of giving is almost here, and we have a few surprises in store...”

Online, however, the conversation quickly shifted away from jam, tea, and candles. Many users instead focused on the gas stove, pointing out that there was no visible flame and that the knobs did not appear to indicate that any of the burners were turned on.

Meghan’s Photo Appears to Show a Turned-Off Stove

The detail certainly didn’t go unnoticed. In the photo, the stove’s knobs appeared to be set to “Off,” while some viewers also questioned whether the pot Meghan was stirring was empty. With comments under the Instagram post disabled, the criticism quickly shifted to X and other platforms.

“One make sure it’s actually turned on, the knobs aren’t even turned and two at least make it look like there’s flames coming out underneath that pan. Tell us you don’t cook without telling us you don’t cook,” one user wrote. Others questioned how such a detail could have been overlooked in a post shared on the brand’s official account.

As Ever Launches Its Christmas Collection on October 6

Behind the post was the launch of As Ever’s first Christmas collection on October 6. The assortment includes a gift basket featuring candles, jams, tea, and edible flowers, as well as playing cards and three varieties of chocolate.

The collection brought the actual purpose of the post back into focus. As Ever continues to center its brand around cooking, entertaining, and indulgence. That may also explain why the kitchen detail attracted so much attention, as the setting was intended to connect those lifestyle themes with the products being promoted.

Luxury Advent Calendars Round Out the Holiday Lineup

Just a few days earlier, the brand had unveiled a luxury Advent calendar containing 24 handmade chocolates. Its design is said to have been inspired by Meghan’s former home and garden in Montecito, California.

In addition to fruit spreads, tea, and candles, the As Ever concept also encompasses home décor and entertaining. Another Instagram post offered a simple hosting tip: prepare as much as possible before your guests arrive and save only a light task for the very end.

Duchess Meghan’s Hosting Tips Also Drew Ridicule

That piece of advice also sparked sarcastic reactions online. Some users poked fun at the recommendation, arguing that it seemed obvious, while others jokingly offered their own “tips,” such as turning on the lights before an event or opening the door when guests arrive.

Comments on the Instagram post were also disabled, prompting the discussion to shift once again to other platforms. Meanwhile, Meghan continues to position As Ever as a lifestyle brand centered on food, entertaining, and hospitality.