Meghan Markle forced to make apology after As Ever brand faces 'incredibly embarrassing' setback
As Ever launched their first products last week
Meghan Markle has reportedly issued a heartfelt apology after her newly launched lifestyle brand, As Ever, faced an “incredibly embarrassing” hiccup that left eager customers disappointed and empty-handed.
The Duchess of Sussex’s limited-edition product launch included a $28 (£21) jar of wildflower honey with honeycomb. It sold out within minutes of going live last week.
However, despite successful order confirmations, some customers later received emails informing them that the highly anticipated honey had already sold out due to unexpectedly high demand.
“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 explained in a customer email, according to reports.
“The orders were happening so quickly that the backend of the site didn’t have a chance to keep up.”
Meghan Markle makes personal apology regarding As Ever order blunder
To make amends, full refunds were issued for the honey purchases. Customers were also reportedly offered a free product of their choosing from the current collection. In addition, they were promised priority access to the next launch.
As reported by the New York Post, the email included a personal note from Meghan herself, written in her signature calligraphy.
“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,” she 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. Please know the team worked very hard in every department, and felt just as sad when we learned what had happened.”
Meghan then made a gesture to the fans who missed out on the limited-edition item. She said: “When our next limited-edition item drop happens, you won’t just be the first to know… you’ll be the first to receive it.
This is incredibly embarrassing for somebody that’s trying to brand herself as a girl boss.
“No need to order, it will come to you in the mail as a gift from me.”
As Ever marks Meghan’s return to the lifestyle space following the success of her former blog, The Tig.
The Montecito-harvested honey was part of a curated drop that also included flower sprinkles (£11.60/$15) and raspberry jam (£10.80/$14).
According to the As Ever site, the honey was “inspired by Meghan’s own appreciation for the art of harvesting this natural delight at her family home in Montecito”.
The description highlighted “earthy and floral notes” and a “glimmering golden hue”.
As Ever blunder branded ‘incredibly embarrassing’
Despite the launch setback, Meghan’s personal touch and swift response helped smooth things over with many fans. Anticipation for the brand’s next drop remains high.
“So much more goodness is coming soon,” the duchess promised in her message.
Some critics voiced their frustration, however. This came after celebrities like Kris Jenner and other high-profile influencers were seen unboxing PR packages filled with As Ever products.
Speaking to GB News, royal commentator Kinsey Schofield didn’t hold back in criticising the launch mishap.
“Meghan Markle had to issue apologies to her As Ever customers, because they purchased and paid for a $28 bottle of honey, and Meghan didn’t have the product,” she said. “This is incredibly embarrassing for somebody that’s trying to brand herself as a girl boss.
“They said you can have another product, you can have a refund, or they’ll send you some honey at a later date. But if I were a consumer, I’d be so angry watching all the Kardashians and famous friends opening their swag bags, while I’m being told there’s not enough product.”
Fans and critics alike will be watching closely to see if As Ever’s next drop goes a little more smoothly.
Read more: Strict ‘rule’ Meghan Markle has in her Montecito home revealed by guest
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