On Friday, Meghan Markle’s lifestyle brand, As Ever, is set to unveil a new collection of products that promises to captivate consumers and elevate the brand’s presence in the market. Following the overwhelming success of its initial launch in April, where products sold out within hours, Markle has taken strategic steps to ensure a more robust offering this time around.
Strategic expansion of product offerings
In a recent conversation with Emma Grede, co-founder of Skims, Markle revealed her commitment to providing a wider array of products. She stated, “There were decisions to be made. What can our offering be at this point that is larger than what sold out in that first run?” This thoughtful approach reflects her desire to not only meet consumer demand but also to establish As Ever as a brand synonymous with quality and variety.
The upcoming launch will feature an assortment of items, including the initial offerings of tea, baking mixes, raspberry preserves, and honey, alongside several new surprises that are sure to delight fans. This expansion is part of Markle’s vision to create a brand that resonates with her passion for cooking and sharing, as she explained, “I love being in the kitchen—I’ve always loved cooking.” This personal connection to her products is likely to enhance their appeal.
Building a heritage brand
Markle’s ambition extends beyond mere product sales; she aims to cultivate As Ever into a heritage and timeless brand. “I have poured my heart and soul into it—it’s not just jam,” she emphasized, indicating her dedication to the brand’s long-term success. By focusing on scalability and sustainability, Markle is positioning As Ever to thrive in a competitive market, ensuring that it does not remain a niche product line.
Moreover, her experience in launching multiple projects, including her podcast, Confessions of a Female Founder, showcases her multifaceted approach to entrepreneurship. As she juggles various commitments, Markle remains committed to her brand’s growth, stating, “At a certain point, the only thing I want to spread thin is my jam.” This playful remark underscores her determination to balance her passions while ensuring the success of As Ever.
Aligning values with business opportunities
In her journey as a founder, Markle has also learned the importance of aligning her business ventures with her personal values. She has turned down numerous opportunities that did not resonate with her principles, stating, “It’s very easy to say no—no matter the price—if you aren’t going to be able to sleep well at night.” This commitment to integrity not only enhances her brand’s reputation but also sets a standard for aspiring entrepreneurs.
As the launch date approaches, anticipation builds around the new offerings from As Ever. With a focus on quality, sustainability, and personal passion, Meghan Markle is poised to make a significant impact in the lifestyle market, inviting consumers to join her on this exciting journey.