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Summary
With “As Ever”’s debut collection selling out in under an hour, Duchess Meghan has successfully reintroduced herself to the lifestyle space.
The Duchess of Sussex, Meghan’s newly launched lifestyle brand, As Ever, has made an immediate impact. Its inaugural collection sold out in under an hour. The debut lineup, featuring eight artisanal products—including a raspberry spread and flower sprinkles—was met with overwhelming demand. Reports state that the limited-edition wildflower honey vanished from shelves in less than five minutes.
Meghan confirmed the swift sellout in an Instagram post, expressing gratitude to her supporters. “Our shelves may be empty, but my heart is full,” she wrote. “We sold out in less than one hour, and I can’t thank you enough for celebrating, purchasing, sharing, and believing. It’s just the start. Here we go!”
In a previous post, Meghan revealed that each seasonal drop would have limited quantities. While it remains unclear if she will restock the initial collection, the As Ever website has already hinted at the return of her popular raspberry spread—though without the keepsake packaging from the original release.
The duchess first teased the brand’s launch in February through an Instagram Reel, where she shared the inspiration behind its name. Initially planning to call the brand American Riviera Orchard—a nod to her Santa Barbara home—she ultimately opted for As Ever to reflect a broader vision.
“As Ever essentially means as it’s always been,” Meghan explained. “If you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking, crafting, and gardening. This is what I do, and I haven’t been able to share it in the same way for the past few years. But now I can.”
With its first collection selling out in record time, As Ever has made a strong entrance into the lifestyle market, signalling high anticipation for future releases.
