What do you do when your jam sells out in under an hour? If you’re Meghan Markle, you pause, regroup, and come back with more — and some sweet surprises.
That’s exactly what the Duchess of Sussex is doing today as she relaunches her As Ever lifestyle brand with a highly anticipated restock.
Midnight Tease Sparks Buzz for New Launch
In true modern fashion, Meghan gave her fans a subtle nudge at midnight Pacific Time, posting a photo of herself beaming on a garden swing with the caption: “No more sleeps.”
That post alone had fans on both sides of the Atlantic refreshing their browsers in anticipation.
The official drop is set for 8am PT / 4pm UK time.
From Garden Thoughts to Go-Time
When As Ever launched back in April, the range — including herbal teas and signature jams — was an instant hit.
Everything sold out in less than an hour. In a June 16 newsletter, Meghan thanked fans for the overwhelming support and revealed the brand would be returning on June 20 with the same favorites and “some delicious surprises.”
But this time, the tone is all business.
A Shift in Meghan’s Voice as a Founder
According to PR expert Sarah Schmidt, Meghan’s first As Ever message was poetic and deeply personal — more like an invitation into her world.
But this latest email? It’s sharp, strategic, and focused purely on the product.
“The voice has moved from founder-as-storyteller to founder-as-operator,” Schmidt observed.
The shift, while not necessarily a bad thing, suggests a brand moving into serious retail territory.
It’s the difference between “join me in the garden” and “add to cart now.”
Meghan Opens Up About Startup Struggles
Behind the polished imagery and curated posts, Meghan has been honest about the grind.
In a bonus episode of her Confessions of a Female Founder podcast, she opened up about how difficult the journey has been — even shedding tears during the process.
“I just said, ‘Pause.’ That happened. Let’s wait until we’re completely stable,” she explained, reflecting on how fast the brand took off. “Yes, we sold out in 45 minutes.
Amazing. But do we restock and do it again in an hour? Or is that just annoying for the customer?”
A Sneaker-Drop Strategy… or Scarcity Overkill?
Meghan admitted that the idea of scarcity — releasing limited batches — may have created excitement, similar to how sneaker brands drop exclusive lines.
But she questioned whether customers would be frustrated if the products kept disappearing off shelves too quickly.
“I don’t want you eating that jam once every six months,” she said.
“I want that to be on your shelf all the time.”
Juggling Business and Personal Life on Social Media
Some have accused Meghan of using her personal Instagram as a stealthy business tool. But she insists that’s not the case.
Speaking on the Aspire with Emma Grede podcast, Meghan said her @Meghan handle is about sharing joy, not driving sales.
“It’s my space and my channel for joy,” she said. “That’s the intention of my handle.”
Still, the numbers are telling. Meghan’s personal account boasts 3.8 million followers, while her @aseverofficial business page trails behind with 847,000.
But both are linked—and cross-promoted—in her bio.
Twerking, Birthdays, and Behind-the-Scenes Moments
While As Ever continues to grow, Meghan has kept fans engaged with candid snippets of family life.
Most recently, she posted a video from daughter Lilibet’s fourth birthday — including a moment of herself twerking while heavily pregnant.
Whether it’s jams, tea, or joyful dancing, Meghan’s social media presence continues to blur the lines between business and personal.