Meghan Markle has surprised fans with an unexpected update on her lifestyle brand, As Ever. Just hours after the Duchess of Sussex mentioned plans to pause the brand’s restock, a new announcement reveals that fan-favorite products — and some fresh additions — will be returning this June.
The sudden reversal came after Meghan, 42, shared on her Confessions of a Female Founder podcast that she was putting a temporary hold on As Ever to ensure the brand was in a stable and fully prepared position. She emphasized wanting customers to have a consistent experience, saying, “Let’s wait until we are completely stable and have everything we need.”
However, the brand made a surprising move on Instagram shortly after the episode aired. In a June 3 post, As Ever teased:
“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 update was accompanied by an aesthetic photo of berry-filled bowls, a likely reference to the now-viral strawberry jam that sold out within minutes during its original launch.
Meghan herself re-shared the post to her Instagram Story, adding:
“June gloom? Not over here! Because this month your favorite products are back. Sign up to find out details and timing!”
This surprise announcement comes after Meghan explained to Beyoncé’s mother, Tina Knowles, in a bonus episode of her podcast that she wanted to avoid overwhelming customers.
“I don’t want you to eat that jam once every six months. I want that to be on your shelf all the time,” she said.
Meghan also reiterated her intentions in a recent interview with Fast Company, noting that she plans to “take a step back” and analyze feedback from the brand’s soft launch to better understand how As Ever can evolve.
Despite the initial pause, it’s clear Meghan and her team are moving forward with confidence — and fans couldn’t be more excited for what’s to come.
