The brand offered affected customers a replacement product and an apology. Meghan herself addressed shoppers directly in the same message: “I was so sorry to hear about what happened with your order
Meghan, Duchess of Sussex, has apologised to customers after her lifestyle brand, As Ever, was unable to fulfil orders for its limited-edition honey.
The 43-year-old revealed last week that the product sold out within an hour of launch. In a message to fans, she wrote: “My goodness, what a whirlwind this week has been! Thank you so much for the support.”
As Ever, founded by Meghan in February, debuted with a collection that included wildflower honey with honeycomb, jams, teas, crepe mix, and flower sprinkles. According to the company, the entire range sold out in under 60 minutes — but the frenzy caused a technical glitch that allowed customers to purchase items already out of stock.
In an email shared online by customers, As Ever explained: “The excitement created a volume of traffic on the site that even we couldn’t have anticipated. The orders were happening so quickly that the backend didn’t have a chance to keep up. The Limited-Edition Honey that you purchased was, unfortunately, already sold out.”
The brand offered affected customers a replacement product and an apology. Meghan herself addressed shoppers directly in the same message: “I was so sorry to hear about what happened with your order. Please know the team worked very hard in every department and felt just as sad when we learned what had happened.” She added that customers would receive the next limited-edition item from As Ever “as a gift from me” and signed off warmly: “So much more goodness is coming soon.”
Since its launch, As Ever has faced a series of challenges. Meghan was initially embroiled in a trademark dispute over the brand’s original name, American Riviera Orchard. Though the owner of an existing company called As Ever considered legal action, he later confirmed he did not hold a trademark.
Additional controversy arose when a Spanish politician accused As Ever of using a coat of arms design resembling one registered in Spain. In April, fans also spotted a typographical error in a promotional newsletter, highlighting teething troubles for the brand’s early days.
