Meghan Markle hints at significant shift for her lifestyle brand, urging followers to pay attention to their calendars.
Cheers, It's Meghan Time Again!
Get ready, folks, 'cause Meghan Markle's lifestyle brand, As Ever, is gearing up for a comeback on June 20th! After a mere hour, her first product drop was history, and now she's back with a vengeance.
Posting a mouthwatering picture of pancakes dripping in honey and glistening raspberries on Instagram, Meghan captioned it, "Oh yes, honey...sweet things await!" Seriously, mark your calendars, folks, cause we're talking about more of those fan-faves like jam, honey, and tea, plus some tantalizing surprises that'll make your taste buds dance.
In her newsletter, Meghan expressed her gratitude for the overwhelming response to the debut of As Ever. "We had a feeling there'd be excitement, but to see everything sell out in less than an hour was an amazing surprise," she said. "So, on June 20th, we're going live with the products you love – plus, some new delicious surprises."
Keys to Customer Happiness
2025 has been quite a year for the mother of two, what with launching her lifestyle brand and dropping her podcast, Confessions of a Female Founder. When discussing her plans for As Ever on the podcast, Meghan revealed her intention to steer clear of the conventional "scarcity mentality" approach often used in business.
She shared her thoughts about the usual scarcity technique, saying it might be "annoying" for 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.
"Yes, the initial success was amazing, but then what do you do? 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?'"
Meghan explained that the initial success of As Ever prompted her to pause and reassess the business,to ensure that they were fully equipped for the demand. "I'm looking at it saying, 'Just pause. That happened. Let's wait until we are completely stable and we have everything we need,'" she said on the podcast.
Onwards and Skywards
With a heart full of dreams, the 43-year-old is not stopping at the success of As Ever. She's planning to expand the brand beyond the scope of lifestyle products, with hospitality services and even fashion on her horizon.
"I want to really focus on the hospitality angle of As Ever, but as we take the learnings, we can understand what the customer's needs are seasonally," she told Fast Company.
"My heart is very deeply in my home. Everything comes from being rooted in the love story of your home and garden, and then you can imagine different verticals coming out of that."
"Fashion is a category I plan to explore down the line because I find it to be an intriguing space for me," she added.
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In line with herleadership at As Ever, Meghan Markle intends to take her brand beyond just lifestyleproducts, aiming to expand into hospitality services and possiblyeven fashion, according to her interviews. As she contemplated the initialsuccess of her brand, Meghan expressed her intention to avoid theannoying scarcity tactics commonly used in business and insteadprovide consistent access to her products, making them more than just occasional treats for customers.
