Meghan Markle has announced a major update will take effect in just days after previously suffering a setback.
As Ever, Meghan's lifestyle brand, will restock its products on June 20, following the complete sellout of its initial launch in just 45 minutes this April.
The Duchess of Sussex announced the relaunch will feature customer favourites including jam, honey and tea, alongside what she described as "delicious surprises".
The 43-year-old deliberately paused production after the unexpected success of the first drop, which featured jams, cookies and flower sprinkles.
Meghan Markle confirms major update will take effect in just days after suffering setback.
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She later cast doubt over her future plans by admitting her brand was not "completely stable", in what sounded like a setback.
Meghan explained on her Confessions of a Female Founder podcast in a candid confession that she wanted to ensure the brand was "completely stable" before releasing more products, avoiding what she called the "scarcity mentality" that might frustrate customers.
The announcement came via Instagram on June 16, featuring a photograph of pancakes topped with syrup and raspberries.
The brand's social media account posted: "Oh yes, honey…sweet things await. Mark your calendars for June 20 at 8 a.m. PT - we're bringing back your favorites, plus some delicious surprises you won't want to miss!"
Meghan Markle shared the Instagram post on her personal story.
Instagram / @meghan
Meghan reshared the post on her Instagram Story, adding: "So much love has gone into this...and I can't wait to share it with you this Friday, June 20th!"
In her newsletter, she thanked customers for making the debut "absolutely extraordinary", acknowledging that whilst they anticipated excitement, seeing everything sell out in under an hour was "an amazing surprise".
Speaking on her podcast with guest Tina Knowles, Meghan questioned whether immediately replenishing stock would be "annoying as a customer".
She explained: "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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Meghan Markle sharing her jam recipe on Instagram.
Instagram / @meghanThe duchess revealed that after planning for a year, the 45-minute sellout prompted careful consideration. "Are we going to replenish and sell out again in an hour, or is that annoying as a customer?" she said. "I'm looking at it saying, just pause. That happened. Let's wait until we are completely stable, and we have everything we need."
The brand faced numerous challenges before its April launch, with Meghan telling People there were "tons of twists and turns" in crafting As Ever, including name changes and trademark issues.
At the TIME100 Summit in New York, she admitted that whilst they anticipated buzz after a year of development and manufacturing, "45 minutes was not something I could have anticipated."
Looking ahead, Meghan plans to expand beyond food products. She told Fast Company: "My heart is very deeply in my home. Everything comes from being rooted in the love story of your home and garden." She specifically mentioned fashion as "a category I plan to explore down the line".
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