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Meghan Markle‘s new lifestyle label, As Ever, got off to a headline-grabbing start – but not for all the right reasons.
Following a highly-anticipated launch that saw products like jams, crepe mix, tea blends, and wildflower honey fly off the virtual shelves, the company found itself scrambling after overselling one of its most sought-after items.
Within an hour of launch, every item on the site had sold out. But the e-commerce platform’s backend systems didn’t update quickly enough, meaning that some customers unknowingly purchased the $28 limited-edition wildflower honey even though it was already out of stock.
In response, As Ever sent out an apologetic email explaining the technical issue.
“The excitement created a volume of traffic on the site that even we couldn’t have anticipated (with everything selling out in an hour),” the company wrote.
“The orders were happening so quickly that the backend of the site didn’t have a chance to keep up. The Limited-Edition Honey that you purchased was, unfortunately, already sold out.”
Meghan Markle apologizes directly to disappointed customers
To make amends, the company offered affected customers their choice of another product, along with a personal message from the Duchess herself.
“Dear friend, My goodness, what a whirlwind this week has been! Thank you so much for the support. It really means so much to me,” Markle wrote.
“I was so sorry to hear about what happened with your order, and that due to overselling we are not able to get you the Limited-Edition Honey.”
Markle emphasized that her team had worked hard across departments to avoid such issues and expressed disappointment that the mistake had occurred. She assured customers that they would receive the next limited-edition item “as a gift from me.”
“So much more goodness is coming soon,” she added, signing her name in cursive.
Branding woes and growing pains
This stumble is just the latest in a string of complications for Markle‘s As Ever brand. Originally launched as American Riviera Orchard, the name had to be changed due to potential trademark issues.
A New York-based vintage clothing store, also called As Ever, publicly expressed concern over the name conflict – though the owner admitted they didn’t hold the trademark.
Meanwhile, the company also drew criticism from a Spanish politician who alleged that the brand’s logo resembled one of the country’s historical coats of arms.
There was also a minor typo spotted in one of the brand’s newsletters, adding to the impression of a rushed or imperfect rollout.
Despite the rocky start, Markle is pressing forward, eager to expand As Ever’s offerings and build a lasting lifestyle empire. But with intense public scrutiny and sky-high expectations, every small error is under a magnifying glass.
This news was originally published on this post .
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