“As Ever” by Meghan Markle Returns—With a Twist
The countdown is on! Meghan’s lifestyle brand As Ever is going live again tomorrow, and fans are buzzing with anticipation. After the brand’s debut drop sold out in just 24 minutes, expectations are sky-high for this second release.
In a heartfelt email to subscribers, Meghan thanked her community for the overwhelming response to the first launch and teased that this time, there will be “new delicious surprises” alongside returning favorites like preserves and flower sprinkles. A cheeky video of Meghan dancing in her kitchen while stirring jam only added to the excitement.
But this isn’t just another product drop—it’s a strategic shift. In her recent appearance on the Aspire podcast with Emma Grede, Meghan revealed a new approach: rather than chasing the frenzy of sellouts, she wants As Ever to be a place where customers can always find something beautiful. “It’s not about outselling,” she explained. “It’s about being present—so that whenever someone visits the site, there’s something waiting for them.”
The podcast offered a rare, intimate look at Meghan’s mindset as a founder. She spoke candidly about launching a brand under intense Media scrutiny, choosing jam as her first product because it felt personal and nostalgic, and building a company with intention and identity. “This isn’t just about business,” she told Emma. “It’s about owning your voice, even when the noise gets loud.”
From her early days selling scrunchies as a kid to now leading a globally loved brand, Meghan’s journey with As Ever is about more than curated goods—it’s about connection, care, and quiet luxury. And with tomorrow’s launch, she’s inviting the world to experience that magic all over again.
So set your alarms. Because while Meghan may not be aiming to sell out in 24 minutes this time, something tells us the shelves won’t stay full for long..