
It’s good news for fans of Meghan Markle’s lifestyle brand As Ever—soon, the company will expand beyond food and drink and into areas of the home outside of the kitchen.
In a new interview with Inc., the Duchess of Sussex said of the items As Ever plans to drop seasonally—including “hospitality and home offerings,” according to People—“I hope that people see that reflected in whatever it is that I’m creating and putting out there.”
“It’s just an extension of me,” she added of her product line.
As Ever
On April 2, the first eight items of As Ever’s offerings sold out in under an hour, with one item—the limited-edition wildflower honey with honeycomb—selling out in just five minutes. Other items included in the first product drop were three herbal teas (lemon ginger, hibiscus, and peppermint), flower sprinkles, crepe mix, shortbread cookie mix with flower sprinkles, and, yes, her famous jam.
Elsewhere in the Inc. article, Meghan said that her friend (and founder of dating app Bumble) Whitney Wolfe Herd helped her understand that name changes in a business and the “twists and turns” that come along with it are normal parts of launching a business. (Before As Ever was As Ever, it was known as American Riviera Orchard for about 11 months before Meghan’s rebrand in February of this year.)
Courtesy of As Ever
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“Even though we’re close friends, I had no idea that Bumble was originally called Merci,” Meghan said. “These things that can feel very big as an entrepreneur when you’re building your own thing are completely normal.”
Meghan added that Netflix joining on as a partner in her business changed her business plan, telling Inc., “Frankly, I was building out a very different business plan at the outset. The reach from Netflix, coupled with my vision for the brand, felt like it was going to be a really perfect match.”
As for what’s next for As Ever, it looks like it’ll be summer before new products drop, and People spotted a white planter with what appeared to be the As Ever brand logo—a possible hint that the brand may be headed from the kitchen to the garden for round two.
Lemonada Media
Even before that, we’ll no doubt hear about Meghan’s “twists and turns” as a founder when her new podcast, Confessions of a Female Founder, debuts on April 8, with eight episodes alongside fellow female entrepreneurs rounding out the show’s first season.