Duchess of Sussex Takes Step Back from Brand, Leaving Buyers Waiting Until 2026
Meghan Markle has unexpectedly paused her As Ever product rollout, leaving customers in limbo after previously assuring them they’d be first in line for future releases.
In a new interview with Fast Company on 27 May, the Duchess of Sussex revealed she won’t be rushing to restock her sold-out items, which included artisanal jam, honey, and floral sprinkles. Instead, she said, “I want to take a step back, gather data and figure out what As Ever could be.”
This shift in focus comes just weeks after Meghan launched the brand. During the initial rush, many customers were unable to complete purchases of her Limited-Edition Honey due to overwhelming demand. In response, Meghan had sent out a letter promising those customers would receive the next release “as a gift.”
Despite that assurance, new products won't arrive until the first quarter of 2026 at the earliest. Meghan says she’s now concentrating on broader plans for the brand, particularly in hospitality. “I want to really focus on the hospitality angle of As Ever,” she shared, adding that her team is studying customer behaviour across seasons.
A trademark filing also hinted at potential expansions into cookbooks, kitchenware, and even fashion—a category Meghan described as “an interesting space for me” to explore in the future.
