Meghan Markle’s newly launched lifestyle brand, As Ever, made a major entrance into the market but not everything went according to plan. While the launch created plenty of buzz and excitement, it also highlighted the challenges of managing high-profile product rollouts in the digital age.
The launch, which featured artisanal goods like homemade-style jams, crepe mixes, loose-leaf tea blends, and a $28 limited-edition wildflower honey, drew massive attention. Within just one hour of going live, every single product had completely sold out, thanks to a surge of fans and curious shoppers eager to get their hands on the Duchess of Sussex’s debut offerings.
However, what should have been a smooth, celebratory moment turned into a logistical headache. Due to a lag in the site’s backend systems some shoppers were able to purchase items specifically the coveted wildflower honey even after it had technically sold out. This led to confusion and disappointment among customers who were later informed that their orders could not be fulfilled.
To address the issue, As Ever sent out a sincere email explaining the technical glitch.
“The overwhelming traffic to our website was beyond anything we imagined,” the message read. “Products sold out so fast that the system couldn’t keep up, and unfortunately, the Limited-Edition Honey you purchased was already out of stock.”
Determined to handle the situation with grace and authenticity, Meghan Markle herself reached out to affected customers. In a heartfelt note, she expressed her gratitude for their support while acknowledging the mishap.
“My goodness, what a whirlwind this week has been!” she wrote. “I truly appreciate your support it means the world to me. I was so sorry to hear about the issue with your order, and I’m disappointed that we couldn’t get the honey to you.” Markle added that customers would receive an upcoming limited-edition item as a personal gift from her, signed with her signature cursive handwriting.
While the gesture was well-received by many, the incident wasn’t the only bump in the road for Markle’s new venture. Originally announced under the name American Riviera Orchard, the brand had to undergo a rebranding process, eventually emerging as As Ever, due to concerns over potential trademark conflicts. A vintage clothing shop in New York, which shares the same name, voiced its concerns though they admitted they didn’t own the trademark rights.
Adding to the brand’s growing pains, a Spanish official accused the company of using a logo design that allegedly resembled a historical Spanish coat of arms. On top of that, eagle-eyed followers spotted a small typo in one of the brand’s newsletters, further contributing to the perception that the launch may have been rushed.
Despite the early missteps, Meghan remains optimistic. Her vision for As Ever is to create a warm, elegant, and thoughtful lifestyle brand rooted in quality and charm. She has already promised that “more goodness is coming soon,” and her personal involvement in resolving the early issues shows her commitment to making this venture a long-term success.
With the eyes of the world watching, Markle’s path to building her lifestyle empire may not be smooth—but it’s certainly capturing everyone’s attention.
