On April 2, Meghan Markle’s highly anticipated lifestyle brand, As Ever, officially launched to a frenzied reception that no one quite saw coming. Just 20 minutes after the 9 a.m. EST drop, all gourmet and lifestyle products from the debut collection were completely sold out.
Fans eager to add a touch of the Duchess of Sussex’s personal flair to their homes and kitchens snapped up items ranging from jam and honey to flower sprinkles and herbal teas — leaving little behind for anyone hoping to buy a piece of the new collection.
The first items to fly off the virtual shelves were the $15 flower sprinkles, which Markle famously used in her Netflix series With Love, Meghan to garnish everything from cocktails to pastries. Shortly after, a limited-edition jar of wildflower honey with honeycomb, priced at $28, was also gone. As the clock ticked past 9:25 a.m., the As Ever teas — including herbal hibiscus, peppermint, and lemon ginger — were sold out, along with the brand’s signature $14 raspberry spread, which had already become a fan favorite.
At the time of writing, all products are marked sold out on the site, which does ask fans to subscribe to the As Ever newsletter for updates on restocks or new collections. A $9 version of the raspberry spread (minus the keepsake packaging) is still marked as “coming soon,” promising a future chance for customers to get their hands on the beloved jam.
The launch was a personal milestone for Markle, who took to Instagram to share her excitement. “We’re live! Come shop the As Ever collection I’ve poured so much love into,” she wrote. “Limited quantities for each seasonal drop.”
The As Ever collection reflects Markle’s connection to her life in Montecito, California, where she and Prince Harry have created a peaceful home. As she told Inc. magazine in a recent interview, the brand is an authentic extension of her lifestyle: “I hope that people see that reflected in whatever it is that I’m creating and putting out there. It’s just an extension of me.”
While the prices of the As Ever products are relatively accessible (flower sprinkles at $15 and the raspberry spread at $14 are far less expensive than premium, boutique jam brands), the line does have some splurge-worthy items, such as the $28 wildflower honey. The jam and honey are also sold in attractive packaging, designed for those who may want to repurpose the jars into decorative or practical objects once the contents are gone. Markle herself suggested using the raspberry spread jar as a mini vase or pen holder, highlighting her commitment to sustainability.
It’s a clever move, tapping into the growing desire for products that blend luxury with sustainability and style. The playful idea of reusing packaging adds another layer to the As Ever brand’s ethos, which, while luxurious, also feels approachable and down-to-earth. As Markle stated in the As Ever newsletter, “Once you’ve enjoyed every spoonful of this fruit spread, you may want to do what I do: rinse the jar and use it as a small bud vase for flowers on your nightstand or to hold pens on your desk.”
So, what’s next for As Ever? While we don’t yet know the specific date for the next product drop, Markle has teased that the brand will follow a seasonal release schedule. The summer collection, potentially featuring fresh seasonal jams like peach, could very well be on the horizon. Gardening enthusiasts might also see some new products inspired by the seasonal changes in Montecito’s sunny climate.
For Markle and As Ever, the launch has already been a resounding success. After years of planning and anticipation, the Duchess of Sussex has given the world a taste of what’s to come.
For now, those lucky enough to have scored a jar of the raspberry spread or a packet of flower sprinkles can savor their As Ever haul, and fans who missed out can eagerly await the next seasonal drop from the Duchess’s carefully curated line.
Check out AsEver.com and sign up for updates on new products and collections.
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