Meghan Markle’s ‘Pause’ on Her New As Ever Brand Is Temporary

It took her a minute, but it seems that Meghan Markle has finally found her business groove. Her first product launch of As Ever, back in April, sold out almost immediately, leading the Duchess of Sussex to hit “pause” on the brand, but it was only temporary.

In a June 3 Instagram post on the brand’s As Ever account, Meghan wrote: “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!”

Meghan Markle’s Surprise Sell-Out Made Her Take a Step Back

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According to People, Meghan Markle has stated that she planned As Ever for a solid year, and the first products sold out within 45 minutes of their availability. After that wildly successful first product drop, which included a line of cookies, teas, jams, and more, nothing has been available for purchase. Markle has discussed her need to take a step back so that she can reevaluate the brand, as selling out so quickly wasn’t something she had anticipated for As Ever.

The Duchess of Sussex may have taken a moment, but according to People, that production itself never paused behind the scenes.

Meghan Markle Discussed Business With Tina Knowles on Her Podcast

The announcement about new products on the way from As Ever came right on the heels of Markle dropping a brand-new episode of her Lemonada Media podcast, “Confessions of a Female Founder.” Tina Knowles is her latest guest, and the two discussed the difficulties of building a new business. Meghan explained that she chose to put the brand on “pause” before restocking to ensure everything was on solid footing.

“It takes a long time with products. You have to test them, and then you gotta, a lot of times, go all the way and start all over again,” Knowles said, to which Meghan quickly replied, “I know, trust me.”

Meghan continued, “When you’re talking about consumables, even jam, it has the same restriction — not the same, but very similar restrictions and nuance — as when you’re looking at FDA,” recalling the “constant” testing her products underwent.

Markle previously told People that starting a new business comes with “plenty of twists and turns,” and luckily, she seems to be up for whatever challenges will inevitably come her way.