Meghan Markle to take a break from lifestyle brand As ever as she announces products will soon be restocked with new items

The Duchess of Sussex has hinted she is going to take a break from her newly-launched lifestyle brand As ever.

Speaking on the latest episode of her podcast, Meghan said she wanted to “wait until we are completely stable” by ensuring there were enough products in stock to meet demand.

Hours later, though, she announced via the As ever Instagram page that “favourite” products would be returning this month alongside “a few new things” that she could not wait to show off.

Watch the video above.

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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.

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.

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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.

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.”

Soon after the episode was released, Meghan issued an update via the As ever Instagram account.

“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 also admitted to facing a number of difficulties in building her business and “how many tears” she has shed behind the scenes.

As ever was originally called American Riviera Orchard, with Meghan sending 50 jars of jam under that branding to close friends and family last year.

But she was forced to change the company name when the trademark office rejected it because the name was reliant on a geographical location.

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Last week, the duchess told Fast Company magazine that she was not planning to announce any new products until the first quarter of 2026.

Meghan said she was hoping to move away from food items and into hospitality.

When she trademarked As ever, items such as cookbooks, tableware and cutlery were included in the application.

“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,” she said.

A clothing line could also be in the works.

The duchess said: ”The category of fashion is something I will explore at a later date. I do think that’s an interesting space for me.”

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