Somewhere in Montecito, Meghan Markle is plopping flower sprinkles into a glass of Champagne. Today is a celebration for the Duchess of Sussex, who, after more than a year of promo, a brand renaming, and a lukewarmly received Netflix show, finally released the inaugural line of As Ever products. In good news for Meghan and bad news for anyone hoping to buy a funny housewarming gift, her jams sold out almost as soon as they dropped on Wednesday.
In a triumphant Instagram post, Meghan shared that As Ever sold out of all of its products — which includes jam, teas, honey, a crepe mix, a shortbread cookie mix, and, yes, edible flowers — in less than an hour. An Instagram post on the brand’s page even stated that there were “limited quantities for each seasonal drop,” which might explain why the jam flew off the shelf. Maybe having low inventory to make demand look huge is one of the titular confessions in Meghan’s upcoming podcast, Confessions of a Female Founder.
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If you’re curious, the As Ever price point is much more reasonable than you might expect. While the flower sprinkles are $15, the “raspberry spread in keepsake packaging” is only $14, and a stand-alone jar runs you $9. Pricier than Smucker’s, sure, but much less expensive than the bougiest jams on the market. (The honey, however, is almost $30.)
Plus, it’s not like you’re just buying jam. In the As Ever newsletter earlier this week, Markle offered up a brilliant new idea: Reuse the jar. “And by the way, once you’ve enjoyed every spoonful of this fruit spread, you may want to do what I do,” she wrote. “Rinse the jar and use it as a small bud vase for flowers on your nightstand or to hold pens on your desk.” Pens in a jam jar — what will she come up with next?
Meghan has not yet announced when the next As Ever drop will be, or if the flavor of the jam is going to change with the season. (Peach for summer? How fun would that be?) She can circle back on that later. Right now, she’s probably busy trying to celebrate her big win — she and Prince Harry could use it.
