Photo Credit:Photo Credit: Diego Cuevas/Getty Images
Following the overwhelming response to her debut As Ever product collection, Meghan Markle is offering fans an update on the future of her lifestyle brand.
The Duchess of Sussex introduced the brand in March, unveiling an assortment of gourmet cookies, teas, jams, and more. When the collection launched in April, it quickly sold out, leaving many wondering when the products would return.
In a June 3 post on the official As Ever Instagram account, Meghan wrote, “To all who’ve been wondering and waiting, thank you! Your favorites are returning, plus a few NEW things we can’t wait to show you. Coming this month… get excited!”
The announcement came just hours after the release of a new episode of her Lemonada Media podcast Confessions of a Female Founder, in which Meghan explained her decision to temporarily “pause” product sales. She said the goal was to ensure everything behind the scenes was well-organized and ready for long-term success.
In a conversation with guest Tina Knowles—mother of Beyoncé and co-creator of the Cécred haircare line—Meghan resonated with the complexities of scaling handmade items. Knowles mentioned the long development process, saying, “You have to test them… and sometimes start all over.” Meghan agreed, adding, “Trust me, I know.”
She explained that even simple consumables like jam face strict guidelines similar to those enforced by the FDA. Meghan described the challenges of taking a homemade recipe and producing it on a larger scale, saying, “You want to manage expectations but also share what you've poured your heart into.”
Although she spent a year preparing for the launch, Meghan was surprised when everything sold out in just 45 minutes. “It was incredible,” she said, “but then you’re left wondering what the next step is. Do you restock and sell out again in an hour? Is that frustrating for customers?”
Ultimately, Meghan chose to slow things down. “Let’s pause. That happened. Now we wait until we’re fully ready,” she told Knowles.
Looking ahead, Meghan teased plans for seasonal collections that reflect her passion for home and hospitality. She told Inc in April, “Everything I create is a reflection of me.”
In a PEOPLE interview in March, she admitted the journey hasn’t been easy. “There were plenty of twists and turns,” she said, “but I’m grateful for those who gave me space to learn and grow.”
