
Meghan Markle is gearing up for a major return with her lifestyle brand As Ever, announcing that the highly anticipated restock is set for June 20 at 8 a.m. PT.
The Duchess of Sussex surprised fans with the news on Instagram after the brand’s initial launch saw products sell out in under an hour.
Sharing a mouthwatering image of pancakes drizzled in honey and topped with raspberries, Meghan captioned the post: “Oh yes, honey…sweet things await. Mark your calendars for June 20 at 8 a.m. PT – we’re bringing back your favourites, plus some delicious surprises you won’t want to miss!”
A Sweet Return
In a follow-up newsletter, Meghan thanked supporters for the overwhelming response to the brand’s debut: “First off, a sincere thank you for making the debut of As Ever absolutely extraordinary. We had a feeling there would be excitement, but to see everything sell out in less than an hour was an amazing surprise.”
She confirmed that fan-favorite products—like her signature jam, honey, and artisanal teas—will return in the upcoming release, along with some new additions to delight customers.
Putting Customers First
2025 has marked a milestone year for Meghan, who not only launched As Ever but also debuted her new podcast, Confessions of a Female Founder. In a recent episode, she shared her vision for the brand and emphasized a customer-centric approach over the typical “scarcity model” employed by many lifestyle businesses.
“I don’t want you to eat that jam once every six months,” she explained. “I want that to be on your shelf all the time.”
Reflecting on the rapid sell-out of her first product drop, Meghan said: “Yes, amazing, great news. Then what do you do? Do you replenish and sell out again in an hour? Or is that just annoying for customers?”
Instead of rushing to restock, she chose to pause and reassess, aiming to build a more sustainable system that could meet ongoing demand.
“Let’s wait until we are completely stable and have everything we need,” she said of the decision to delay the second launch.
Looking Ahead
Now 43, Meghan is looking to the future with ambitious plans for As Ever. In an interview with Fast Company, she revealed her desire to expand the brand’s reach beyond pantry staples into areas like hospitality and, eventually, fashion.
“My heart is very deeply in my home,” she said. “Everything comes from being rooted in the love story of your home and garden. From there, you can imagine different verticals coming out of that.”
Fashion, she noted, is a space she hopes to explore down the line: “It’s an intriguing space for me. But right now, I want to really focus on the hospitality angle of As Ever and better understand what customers need—seasonally and beyond.”