Meghan Markle has apologized to customers after her lifestyle brand As Ever was unable to fulfil orders for its limited-edition honey. The launch mishap represents a significant challenge for the royal’s fledgling business venture, which has faced several hurdles since its inception.
The 43-year-old announced last week the product had sold out within an hour of launching, and said about the response online: “My goodness, what a whirlwind this week has been! Thank you so much for the support.” The overwhelming customer response took the brand by surprise, leading to inventory management issues that affected numerous orders.
As Ever, founded by Meghan in February, released initial products including wildflower honey with honeycomb, jam, teas, crepe mix and flower sprinkles. The curated collection reflects growing consumer interest in artisanal food products, with honey being one of the most sought-after items from the launch.
According to the company, the entire collection sold out in under 60 minutes – and fans have now been told it led to a technical issue on the website that allowed some customers to purchase items already out of stock. This type of e-commerce challenge is particularly common for new brands experiencing unexpected demand surges.
“The excitement created a volume of traffic on the site that even we couldn’t have anticipated (with everything selling out in an hour,)” an email from the firm, shared by customers online, said. “The orders were happening so quickly that the backend of the site didn’t have a chance to keep up. The Limited-Edition Honey that you purchased was, unfortunately, already sold out.” The technical difficulties highlight the importance of robust website infrastructure for celebrity brand launches.
“We are working on replenishing inventory and will gladly send you an item of your choosing to thank you for your understanding,” the company added, implementing a customer retention strategy that marketing experts consider critical for maintaining brand loyalty during launch complications.
“I was so sorry to hear about what happened with your order, and that due to overselling we are not able to get you the Limited-Edition Honey,” Meghan addressed customers directly in the same message. “Please know the team worked very hard in every department, and felt just as sad when we learned what had happened.” This personal approach demonstrates Meghan’s hands-on involvement with her lifestyle brand.
She promised customers they would receive the next limited-edition item from As Ever “as a gift from me” and signed off with: “So much more goodness is coming soon.” The gesture shows the brand’s commitment to customer satisfaction despite initial setbacks.
The company has encountered several issues since its launch, creating challenges for the royal entrepreneur’s business ambitions. These obstacles have tested the resilience of the brand during its critical early stages.
Earlier this year, Meghan faced a trademark dispute with the initial name for the brand, American Riviera Orchard. Such naming conflicts are not uncommon in the competitive lifestyle brand market.
“I am exploring all possibilities,” the owner of an existing New York-based clothing company called As Ever stated in February over the brand’s name but admitted he did not hold a trademark. The situation highlights the complexities of brand naming and trademark protection in today’s global marketplace.
Further controversy emerged when Xisca Mora, a Spanish politician, reportedly considered legal action against Meghan for allegedly using a coat of arms design similar to one registered in Spain for the As Ever logo. Design similarities can lead to complex international disputes for brands with global visibility.
In April, eagle-eyed fans also spotted a small typographical error in a newsletter promoting the site’s product list, adding to a series of teething problems for the brand. This minor issue further illustrates the intense scrutiny faced by celebrity business ventures, where even small mistakes can attract significant attention.
Despite these challenges, industry observers note that the strong initial demand for As Ever products indicates substantial consumer interest in Meghan‘s brand. The lifestyle market continues to embrace celebrity-founded companies that offer authentic, curated experiences to their customers.
