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.
