Meghan Markle's lifestyle brand As Ever will restock its products at 4pm UK time today, two months after the initial launch saw items sell out in under an hour.
The Duchess of Sussex announced the restock on Instagram at 8am this morning, posting a photograph of herself on a garden swing with the caption "No more sleeps".
The California-based royal had previously promised to bring back customer favourites alongside what she described as "delicious surprises" when she revealed the restock date on June 16.
The April debut of As Ever products, which include jam and herbal tea, saw everything sell out in less than 45 minutes.
Meghan Markle's lifestyle brand As Ever will restock its products at 4pm UK time today, two months after the initial launch saw items sell out in under an hour.
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In her Instagram post at midnight Pacific Time, which was 8am UK time, the former Suits actress shared her excitement about the restock.
"Oh yes, honey sweet things await. Mark your calendars for June 20 at 8am PT we're bringing back your favorites, plus some delicious surprises you won't want to miss!" Meghan 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."
The Duchess of Sussex announced the restock on Instagram at 8am this morning, posting a photograph of herself on a garden swing with the caption "No more sleeps".
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.
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."
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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".
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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?
“I'm looking at it saying 'Just pause. That happened. Let's wait until we are completely stable and we have everything we need'.”
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