After winning a prestigious award for her groundbreaking Spotify podcast, fans were looking forward to watching Meghan Markle collect her gong.
The Duchess of Sussex's Archetypes was named top Entertainment Podcast Host at the Gracie Awards presented by the Alliance for Women in Media Foundation in the United States.
And many hoped that Meghan would attend the Beverley Hills award ceremony that took place on Tuesday.
But it turned out she didn't attend the bash in person, and instead simply sent a thank you.
And according to reports, she was forced to swerve the occasion due to other commitments.
According to Hello!, Meghan had never planned to attend the ceremony because she had a "personal commitment".
The Gracie Awards celebrate and honour programming created for women, by women, and about women.
Her podcast saw Meghan engage in candid conversations about the labels and tropes that try to hold women back with guests including Serena Williams, Mariah Carey, Paris Hilton and Mindy Kaling.
In a previous statement about her win, she said: "Thank you to the Alliance for Women in Media Foundation for this prestigious honour.
"This is a shared success for me and the team behind Archetypes – most of whom are women – and the inspiring guests who joined me each week."
The Gracie Awards came a week after Meghan, husband Prince Harry and her mother Doria attended the Ms Foundation for Women’s 50th-anniversary gala.
However, afterwards, they released a statement saying they were involved in a "near catastrophic car chase" after leaving the event.
Previously Mayah Riaz, a PR expert speculated there could be "many reasons" why Meghan didn't attend the Gracie Awards during an "overwhelming time for the couple".
"The Gracies is an important recognition for Meghan, as the focus is on achievement by women, for women, and about women in all areas of media," Riaz said.
"She would be alongside other notable women within the industry. She received recognition for her Archetypes podcast and the conversations she had on there."
Meanwhile, Kieran Elsby, PR expert at Media PR Global suggested Meghan's no-show might nod to a "less is more" approach to public appearances.
"Celebrities and public figures often have busy schedules, and conflicts or personal circumstances may arise that prevent them from attending events," Elsby said.
"Personally, I actually think she seems to be doing fewer public appearances recently."
