Meghan Markle is taking a strategic step back from her recently launched lifestyle brand, As Ever, after a whirlwind debut that saw products like her limited-edition honey and floral sprinkles sell out quickly. In a new interview with Fast Company published on May 27, the Duchess of Sussex explained why she’s choosing not to rush a restock — despite overwhelming demand.
“I want to take a step back, gather data and figure out what As Ever could be,” said Meghan, 43, noting her intent to shape a more thoughtful and sustainable direction for the brand. This pause comes nearly two months after she launched the much-talked-about collection, which quickly went out of stock.
While thousands rushed to pre-order her Limited-Edition Honey, many were unable to complete their purchase due to high demand. Aware of the disappointment, Meghan personally issued apology letters to those affected, along with a heartfelt promise: “When our next limited edition item drop happens… you’ll be the first to receive it… as a gift from me.”
Although fans of the As Ever line were hopeful for a quick restock, Meghan made it clear that new products won’t return until early 2026. “I want to really focus on the hospitality angle of As Ever,” she told Fast Company, adding that her team is now analyzing customer preferences by season to better tailor future releases.
Beyond food and lifestyle goods, As Ever appears to have larger ambitions. Trademark filings hint at potential expansions into cookbooks, kitchenware, tableware, and even fashion. “The category of fashion is something I will explore at a later date because I do think that’s an interesting space for me,” said the Suits alum.
For now, the Duchess is prioritizing long-term strategy over immediate sales, signaling that As Ever may evolve into a broader lifestyle brand that reflects her personal vision — blending elegance, function, and thoughtful storytelling.
