Meghan Markle, Duchess of Sussex gears up for next big move after admitting business is not ‘stable’

Meghan, Duchess of Sussex is gearing up for her next big move for her lifestyle brand As Ever.

The business owner shared a new update with fans of her brand in the form of a photo of herself frolicking in the waves of a beach.

“So excited for all the good to come!” the 43-year-old shared via her brand’s Instagram account, “Running into the weekend like 🌊”

Watch the video above

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This is her second message sharing that she is gearing up for her next big move, having shared with fans just days ago in another Instagram post that their “favorites are returning, plus a few NEW things we can’t wait to show you. Coming this month.”

However, just prior to her first message, the royal admitted that the business was not “stable” enough to keep up with demand.

The duchess launched her new lifestyle business in March selling jam, edible flower sprinkles, teas and dried biscuit mixes, in conjunction with Netflix and her eight-part cooking series With Love, Meghan.

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All products in the limited range sold out within 45 minutes, leading many to speculate it was a marketing ploy to increase interest in the business.

But in the latest episode of her podcast, Confessions of a Female Founder Meghan said a longer-term strategy for scaling up was not quite in place.

She was speaking with Tina Knowles, the mother of US singer Beyoncé, for a bonus episode of her podcast, which was due to end last week.

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Meghan acknowledged that the “scarcity mentality at the beginning might be a hook for people”, comparing it to “a sneaker drop”.

The duchess said she feared it might be annoying for customers, adding: “I don’t want you to eat that jam once every six months. I want that to be on your shelf all the time.”

“So for me at the moment, with As ever, it was great. We planned for a year and then everything sells out in 45 minutes.

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“Yes, amazing – great news. Then what do you do? And then you say ‘OK, we planned as best as we could’. Are we going to replenish and sell out again in an hour? Or is that annoying as a customer?

“I’m looking at it saying ‘just pause’. That happened. Let’s wait until we are completely stable and we have everything we need.”

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