Meghan Markle Doubles Down On Reason For As Ever's Hiatus After Brand's Success

Meghan Markle is determined to give her loyal customers the absolute best from her brand, As Ever.

The entrepreneur explained that there is a valid reason behind her decision to take a break from production, and it is done with her customers' comfort at the back of her mind.

Meghan Markle launched the lifestyle brand, As Ever, in April 2025. The brand offers a diverse range of products, including herbal teas, cookies, jams, honey, home decor items, and kitchen essentials.

The Duchess of Sussex, via her As Ever brand page, gleefully informed fans that their long wait for new products is about to end.

Pictures of strawberries in various bowls on a table accompanied the announcement. The collection also included jams, lemons, and blueberries, all carefully decorated to fit her brand aesthetic. The caption read:

"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."

The story did not end there; Meghan promised her teeming customers, who bought her first drop in under 45 minutes, that their taste buds would be satisfied before June wrapped up.

The good news of As Ever's new drop coincided with the release of Meghan's new "Confessions of a Female Founder" podcast episode, where she discussed temporarily pausing the brand to ensure everything was stable for restocking.

As shared by PEOPLE, during her conversation with Tina Knowles, Beyoncé's mom, who was a special guest on the episode, Meghan shared insights into the challenges of scaling homemade products.

She spoke about the extensive testing required to meet regulatory standards for her products. Meghan reflected on her experiences crafting her jam while sharing her passion for her creations. In her words:

"You can say, 'Oh, I made this in my house'... I'm going, 'I just picked these strawberries, and it's so great! Look, I just put a little bit of sugar and some Meyer lemon, and you try to scale that up, and you're wanting to manage expectations, but you want to share the thing you've worked so hard on."

An elated Meghan proudly savored the overwhelming success of her recent product launch, where items sold out in just 45 minutes despite a year of careful planning.

While she found the outcome "amazing," she expressed uncertainty about the next steps, questioning whether to replenish stock and risk selling out again quickly, which could frustrate customers.

In light of this, she decided to stick to the best plan on the table, taking a pause to ensure stability before moving forward. But As Ever will not stop at just fancy products and kitchen decor. Meghan has previously hinted at expanding her brand to include seasonal hospitality and home offerings.

Her vision for her brand's growth was also fueled purely by her personal journey, a story she hoped to tell through her creations. She shared that starting her own business has come with numerous challenges, including evolving her brand name. 

She, however, remained grateful for the understanding her fans and loyal customers have shown her as she navigated the learning curve. For Meghan, making mistakes is as important as figuring everything out to achieve immeasurable success.

Last month, the star got candid about her struggles with uncertainty as a brand owner and builder on her podcast. As shared by The Blast, she confessed to experiencing low moments of doubt about the chances of her brand weathering whichever storm.

The never-ending public criticism also plays a role in the founder's misery, and while confidence may be the answer to the dilemma, Meghan identified the need for regular reassurance.

"You still have to be able to have someone you can go to be human and say, 'I don't know. Can you just tell me that this makes sense?'" the star explained.

Meghan then reflected on a pivotal moment when she turned to a team member, who reassured her with enthusiasm, saying, "Are you joking? We're so energized, this is amazing." 

The actress noted that self-doubt is not exclusive to non-celebrities; even those with influential platforms deal with it. She also explained how her status as a public personality represents a two-sided reality for her, saying:

"Whatever I put out in the world will have so much attention. I go, yeah. And there's a flip side to that coin, which we know. It's a microscope that a lot of people don't have to experience."

Working with Netflix gave the actress a taste of both worlds: owning a brand, whether as a sole proprietor or as a partner. As shared by The Blast, the CEO reflected on her experience working with Netflix to launch her As Ever brand.

She noted the contrasts she discovered when operating independently. She shared that partnering with the streaming giant alleviated some of her burdens.

Meghan's stance emphasized the duality of being her own boss; while it can be liberating, it can also feel isolating. Initially, she intended to launch her lifestyle brand solo, but ultimately decided to collaborate with Netflix.

The doting mom acknowledged that it was an easy partnership as their goals aligned with her vision for the brand and its potential in the consumer-packaged goods sector.

Meghan Markle's customers will certainly have their eyes peeled and ready!