Why did Meghan Markle pause her lifestyle brand As Ever? The founder breaks silence

Meghan Markle's lifestyle brand, As Ever, is returning sooner than expected. The brand launched its first collection at the beginning of April and sold out all the products within an hour of the drop. According to PEOPLE's statement, the limited-edition Wildflower Honey with Honeycomb sold out in just five minutes.

While fans waited for the new collection, As Ever’s website remained unchanged, with no new products or updates, leaving many fans confused and uncertain about the situation. In a new episode of the Lemonada Media podcast, Confessions of a Female Founder, Meghan Markle, the founder of As Ever, clarified the situation and the reason for the 'pause.' When discussing Beyoncé's hair care line, Cécred and the time it takes for the products, Meghan responded in agreement to Tina Knowles:

"I know, trust me."

She further talked about her jam,

"You can say, Oh, I made this in my house... I'm going, I just picked these strawberries, and it's so great! Look, I just put a little bit of sugar and some Meyer lemon, and you try to scale that up and you're wanting to manage expectations, but you want to share the thing you've worked so hard on."

She continues,

"Then what do you do? You say, OK. 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?"

According to Markle's statement, the inventory of As Ever was originally intended to last for a year. Unexpectedly, everything sold out within an hour. She also acknowledged that the brand paused operations because of this and will return once it stabilizes and they are fully prepared.

As Ever, by Meghan Markle, to restock products in June

On June 3, Meghan Markle's brand, As Ever, informed its customers about the new restock through an Instagram post. The caption of the post read,

"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!"

As of now, the brand hasn't revealed what the new items are. However, they have advised interested customers to sign up for their email list to stay informed. The brand sells jams, teas, mixes, sprinkles, and honey. Its "about us" page also provides details on how As Ever started,

"For years, I’ve been making jams, preserves, and fruit spreads for friends and family. The feedback from my loved ones was always the same: "Starting my day with your jam makes me feel happy. These moments inspired me to dream up something far greater than I could create in my kitchen at home."

Currently, Meghan Markle's As Ever has about nine items on its website that are sold out. Prices start at $9 and go up to $28.

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