Meghan Markle Hints at New Product Drop Within Hours
Meghan Markle’s As Ever brand is growing.
On Friday, the Duchess of Sussex teased the addition of a new item to her curated collection of products.
Meghan Markle teases new product launch
In the October 24 Instagram post, Meghan shared a brief video of herself in an orchard, along with the text “Save the Date October 28th…”
A follow-up post a couple of days later suggests that the new products will be holiday-themed. On Instagram, the Suits star posted a clip of someone setting down a place card with the words “‘Tis the Season” on it.
The new products will launch on Tuesday, October 28 at 9 p.m. PT/12 p.m. ET. They’ll join a select list of items already for sale on the As Ever website, including a crepe mix, raspberry spread, marmalade, and several varieties of herbal tea, as well as a collection of wines. Several products, including an apricot spread, honey, and a shortbread cookie mix sold out not long after they were released.
Meghan launched As Ever earlier this year, timed to coincide with the premiere of her Netflix series, With Love, Meghan. The brand’s limited selection of products are “crafted to elevate your everyday and inspire moments of joy,” according to website, with items “inspired by [Meghan’s] long-lasting love of cooking, entertaining, and hostessing with ease.”
While With Love, Meghan has not yet been renewed for season 3, a holiday special is coming to Netflix sometime before the end of 2025. The new As Ever products could be linked to that special’s upcoming release.
Will you be able to buy As Ever products in stores?
As of now, As Ever products are only available on the company’s website. But Meghan says she’s thinking about expanding the brand’s reach by getting her elegantly packaged jams and other items into stores. But as with everything she does, that move will be carefully considered and intentional.
“I think the retail component is so important, especially in growing a business. But also what I’m really working to convey and my intention with As Ever is getting back to things that are tactile. How we connect with each other. You want to put your hands on it. How does it feel? And you can only convey so much of that, obviously, in videos or in e-commerce,” she told Fortune’s Alyson Shontell at the magazine’s Most Powerful Women summit earlier in October.
“So my intention would to have really bespoke, small retail collaborations,” she continued. “Do some interesting ones as well in global territories. And then of course as you think about scaling it’s a brand that’s accessible. But it still has a quality that feels as though it’s masstige. And so when we think about larger retailers, I think in the next couple of years, I think that would make sense.”
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