A recently launched holiday collection from a high-profile lifestyle brand is facing criticism for its premium pricing strategy and perceived commercial use of a famous family connection.
The brand, “As ever,” debuted its inaugural seasonal line this week, featuring items such as candles, artisanal food spreads, and wine. Marketing materials describe the collection as “thoughtfully curated” and designed to bring “beauty and warmth” to gatherings.
However, the launch has not been met with universal acclaim. Jameson Stocks, a chef with reported past experience in royal service, publicly questioned the venture’s accessibility. In comments to a publication, Stocks argued the product line, particularly its wine selection with a starting price point around $40, “completely missed the mark” and primarily “serves the affluent.”
“Maybe in certain markets people will pay those prices,” Stocks was quoted as saying. “But for the vast majority, choosing between essentials and a premium bottle of wine is no choice at all.”
Stocks further suggested that leveraging a royal family association for commercial gain would likely be frowned upon by any family, stating he did not believe they would “appreciate someone coming in and making money off the back of the family name.”
This criticism follows recent online commentary regarding the brand founder’s public appearances. Last week, social media users debated the appropriateness of an expensive outfit worn during a family pumpkin patch visit, with some commentators alleging a disconnect from everyday experiences.
The brand has promoted the new collection as offering “something special for everyone,” though the current debate highlights a divide between its luxury positioning and broader consumer expectations.
