Duchess says she doesn’t want to ‘disappoint’ loyal customers with rushed relaunch
Meghan Markle has opened up about the reason behind the delay in restocking products from her lifestyle brand, As Ever, months after the initial launch sold out within an hour.
The Duchess of Sussex addressed the matter during a special bonus episode of her podcast, Confessions of a Female Founder, released on 3 June. Joined by Tina Knowles, Meghan reflected on the pressure of building a brand that meets high expectations.
The former Suits actress officially launched As Ever on 2 April. That same day, she posted on Instagram: “Our shelves may be empty, but my heart is full! We sold out in less than one hour… It’s just the start @aseverofficial Here we go!”
Since then, fans have eagerly awaited a restock, but Meghan admitted she’s in no rush.
“For me at the moment with As Ever, it was… great, we planned for a year, and then everything sells out in 45 minutes—which yes, amazing,” she shared.
Asked by Knowles how she responded, Meghan continued: “And then you say, ‘Okay, we planned as best as we could. Are we going to replenish and sell out again in an hour? Or is that annoying as a customer?’”
She explained that quality remains her top priority. “I’m looking at it saying, ‘Just pause. That happened. Let’s wait until we are completely stable and we have everything we need.’”
The Duchess's remarks come as she continues to expand her brand portfolio, which also includes her upcoming cooking show With Love, Meghan, and her recently concluded podcast series.
