Meghan, Duchess of Sussex, has announced that 100% of net proceeds from her As Ever jams and teas will support the Malala Fund, in partnership with Archewell Philanthropies. The move, announced on Instagram after an afternoon tea with Nobel Peace Prize-winner Malala Yousafzai at Claridge's, has been met with some scepticism over the amount likely to be raised.
Palace decree and private citizen status
When Meghan and Prince Harry returned to the UK in August, Buckingham Palace issued a decree stating that neither should be referred to as "His or Her Royal Highness" and instead should be treated as "private citizens with commercial and charitable interests."
Meghan's Instagram post read: "When we support the girls of today, we empower the women of tomorrow. Access to education is the key to unlocking this." She added: "This International Day of the Girl, in partnership with Archewell Philanthropies, 100% of net proceeds from As Ever jams and teas will support Malala Fund and its vital work to ensure that every girl has access to free, safe, quality education. Tea for Two has never felt so good. Shop at asever.com."
Estimated proceeds questioned
Estimates suggest the amount raised from jam and tea sales on that one day may be only around £1,900, potentially less than one of Meghan's day-to-day designer outfits. The Sussexes do not reveal their As Ever income, making exact figures hard to determine.
While the act of generosity is acknowledged as well received, the announcement to Meghan's nearly 5 million Instagram followers urging them to buy her products may also benefit her own bank balance in the long term.
Half-in-half-out royal model
This charity tie-in may have gone unnoticed by some, but if such commercial-charitable blends become the norm, it may start to make more people uneasy. The approach echoes the 'half-in-half-out' working royal model Harry reportedly pitched to the late Queen Elizabeth, which may have filled her with shock and alarm.
