Meghan Markle’s New Lifestyle Brand ‘As Ever’ First Products Sell Out Instantly
In Montecito, California, Meghan Markle, the Duchess of Sussex, has made a notable comeback into the lifestyle industry with the launch of her new brand, ‘As Ever.’ The brand’s initial collection, which includes a curated selection of home and pantry items, went live on Wednesday and sold out within an hour, indicating a strong public interest in her latest venture.
The brand subtly announced its launch through a new website and Instagram account. The launch featured a limited selection of products that reflected a rustic, California-inspired aesthetic.
The first drop included small-batch strawberry preserves, handcrafted ceramic mugs, and a set of minimalist linen napkins. The brand’s website states that the products are sourced from local artisans and are intended to “celebrate the art of everyday living.”
Within minutes of the launch, social media was abuzz with excitement. Fans eagerly anticipating the purchase of the items reported that the entire inventory was sold out almost immediately. Among the first items to sell out was the strawberry preserves, priced at $28 per jar.
In response to the overwhelming demand, a waitlist has been established for the next product release, although no specific date has been announced.
The online reaction was a mix of excitement and frustration. On X (formerly Twitter), one user expressed their excitement, saying, “I managed to get one of the ‘As Ever’ mugs before they sold out! The design is beautiful.”
Another user shared their disappointment, writing, “I woke up to see Meghan Markle’s new brand launched, and everything is already gone. Please restock soon!”
The ‘As Ever’ brand is widely regarded as a natural progression of Markle’s pre-royal blog, The Tig, where she expressed her enthusiasm for food, travel, and fashion. This new venture seems to be a more refined and product-oriented continuation of that earlier project.
The brand is managed under the Archewell umbrella, the organization she co-founded with her husband, Prince Harry. For more information about their various projects, visit the official Archewell website.
While the launch was met with enthusiasm from supporters, it also attracted the usual commentary from royal watchers and critics.
Some questioned the high price points, while others saw it as another strategic move in building the Sussexes’ independent financial portfolio since they stepped back from their senior working royal roles.
A source close to the project revealed that ‘As Ever’ is a passion project for the Duchess. The source mentioned that the Duchess has personally been involved in sourcing every item and developing the brand’s identity.
The ultimate goal is to build a community around a shared appreciation for quality and thoughtful consumption.
With a highly successful, albeit limited, first launch, ‘As Ever’ faces the immediate challenge of meeting the clear and substantial demand from consumers. The brand’s future prospects and operational scaling are now under intense scrutiny.
Mike is a senior lifestyle author for Hollyceleb.com, based in Los Angeles. He specializes in chronicling the significant personal journeys of Hollywood’s biggest names, providing thoughtful and timely coverage of marriages, family growth, and other major life milestones that resonate with a global audience.
