The launch of Duchess Meghan’s lifestyle brand, As Ever, was a blink-and-you’ll-miss-it moment. The inaugural collection—comprised of eight products, including raspberry spread and flower sprinkles—sold out in less than one hour, Meghan confirmed this morning in a new Instagram post. A limited-edition wildflower honey sold out in less than five minutes.
“Our shelves may be empty, but my heart is full,” she wrote. “We sold out in less than one hour and I can’t thank you enough…for celebrating, purchasing, sharing, and believing. It’s just the start @aseverofficial 🎉 Here we go!”
In an earlier Instagram post, Meghan confirmed that there are “limited quantities for each seasonal drop.” It is currently unknown if she plans on restocking As Ever’s debut collection, although the website has already teased the incoming release of her famous raspberry spread, sans the keepsake packaging that was originally included with the spread in today’s drop.
The duchess teased the brand’s launch in an Instagram Reel posted in February. She explained why she changed the brand’s name from the initial moniker, American Riviera Orchard: “Last year, I thought, ‘You know what, American Riviera, that sounds like such a great name. It’s my neighborhood, it’s a nickname for Santa Barbara.’ But it limited me to things that were just manufactured and grown in this area.”
She added, “As Ever essentially means as it’s always been. And if you’ve followed me since 2014 with the Tig, you know I’ve always loved cooking and crafting and gardening. This is what I do and I haven’t been able to share it with you in the same way for the past few years but now I can. So, as things are stating to trickle out there, I wanted you to hear it from me first.”
