Meghan Markle has reacted after her lifestyle brand As Ever sold out its second product drop within an hour on Friday, despite the Duchess of Sussex's efforts to increase inventory levels.
The restock included new items such as apricot spread in keepsake packaging and limited-edition orange blossom honey, which sold out within 10 minutes of launch.
The brand announced on Instagram: "Cheers, dears! Wishing you a wonderful weekend! You've certainly made ours wonderful. We sold out…again!"
Other products in the summer sale included herbal teas, baking mixes and flower sprinkles, with prices ranging from £7 to £22.
Meghan has reacted after her As Ever brand's restock sold out in moments once again
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Meghan, 43, posted a video to Instagram Stories just an hour after the drop, expressing her surprise at the rapid sellout.
"We spent so much time making sure we had SO much more inventory," she explained.
"It's why we took the time and you guys are doing it again! We're nearly sold out on everything, and I can't believe it. Even flower sprinkles," the Duchess beamed in a selfie video set in a glorious summery garden.
The Duchess also shared As Ever's sellout announcement on her personal Instagram page, writing "Sip sip hooray!" alongside a sun emoji.
The Duchess said she 'couldn't believe it' as stock was imminently about to sell out
Instagram: Meghan Markle
The rapid sellout marks the second time customers have been left empty-handed, following As Ever's debut in April which also sold out in under an hour.
At that time, Meghan sent a newsletter to fans stating: "Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can't thank you enough…"
Following the first clearing out, the Duchess made a strategic decision to pause restocking after the initial sellout, explaining earlier this month that she wanted to ensure the brand was "completely stable and we have everything we need".
Speaking on a bonus episode of her Confessions of a Female Founder podcast featuring Tina Knowles, Meghan revealed her concerns about customer frustration.
Meghan had previously paused restocking to ensure a more stable supply of products
Instagram: Meghan Markle
She had considered whether the "scarcity mentality at the beginning might be a hook for people", likening it to "a sneaker drop".
However, she worried this approach could prove "annoying" for customers, stating: "I don't want you to eat that jam once every six months. I want that to be on your shelf all the time."
Meghan said: "So for me at the moment, with As Ever, it was great. We planned for a year we get and then everything sells out in 45 minutes.
"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?
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The Duchess has worried that fluctuating supply of goods may 'annoy' customers
Instagram: Meghan Markle
"I'm looking at it saying 'Just pause. That happened. Let's wait until we are completely stable and we have everything we need,'" she concluded on the podcast.
Ahead of her second restock, Meghan teased fans about the returning products on social media.
"Oh yes, honey sweet things await. Mark your calendars for June 20 at 8am PT we're bringing back your favourites, plus some delicious surprises you won't want to miss!" she wrote in a 16 June Instagram post.
In a newsletter issued the same day, she expressed gratitude to customers: "First off, a sincere thank you for making the debut of As Ever absolutely extraordinary."
She continued: "We had a feeling there would be excitement, but to see everything sell out in less than an hour was an amazing surprise."
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