Meghan Markle has teased fans by announcing an upcoming drop of new products from her lifestyle brand, just weeks after sharing she would ‘pause’ the highly-anticipated restocks
Meghan Markle has shared a long-awaited update on her lifestyle brand As Ever, announcing the release date for her new line of products. In a cryptic Instagram post, Meghan said that a range of “delicious surprises” will be in store for her second brand launch.
She wrote on her As Ever Instagram account: “Oh yes, honey…sweet things await. We’re bringing back your favorites, plus some delicious surprises you won’t want to miss!” Fans won’t have to wait long to get their hands on the new range, with Meghan telling her followers to “mark your calendars” for June 20 at 8am PT (4pm UK time).
Along with the caption, Meghan added a picture of a stack of pancakes, topped with sweet raspberries and a generous drizzle of honey. The picture has many speculating that Meghan’s delicious honey will once again be for sale, along with her famous jams.
In a newsletter to fans, she said: “First off, a sincere thank you for making the debut of As ever absolutely extraordinary. We had a feeling there would be excitement, but to see everything sell out in less than an hour was an amazing surprise.
“We are pleased to share that on June 20th, we’re going live with the products you love – plus, some new delicious surprises,” adding that “so much love has gone into this”.
The news of the restock comes after Meghan made candid comments that she would be “taking a step back” from her lifestyle brand, as she said in an interview that she wanted to “gather data and figure out what As Ever could be.”
Meghan told Fast Company that her products wouldn’t be available again until the first quarter of next year, saying the brand would be shifting to focus on a seasonal approach. She told the publication: “I want to really focus on the hospitality angle of As Ever, but as we take the learnings, we can understand what the customer’s needs are seasonally.”
A trademark application for As Ever showed that her brand may one day intend to sell the likes of cookbooks, tableware and cutlery, along with the food items she currently sells. But she added that fashion is also something she wants to dabble in too.
She added: “The category of fashion is something I will explore at a later date because I do think that’s an interesting space for me.”
Despite announcing that the brand would be taking a temporary hiatus, Meghan made a huge U-turn as she announced just weeks later that her As Ever products, including her famous jams, would be restocked.
Speaking on a podcast with Beyoncé’s mother Tina, she said she wanted to wait until the brand is “completely stable and we have everything we need” before announcing new products or restocks.
However, just hours later, Meghan shared a photo of jam-making preparations including bowls of strawberries, raspberries and blueberries, and freshly squeezed lemons, on her Instagram stories, writing: “June gloom?’ Not over here! Because this month your favourite products are back.”
Her official As Ever account also posted: “To all who’ve been wondering and waiting, thank you. Your favourites are returning, plus a few NEW things we can’t wait to show you. Coming this month…get excited!” Meghan’s first line of products, that went on sale online in March, included raspberry spread, honey, herbal tea and ready made crepe mix, and sold within a half an hour.
