Meghan Markle Apologizes for As Ever Snafu as She Surprises Customers with a ‘Gift from Me’

The Duchess of Sussex’s honey sold out quickly, but she found a way to make it up to those who missed out

Meghan Markle is sending something special to some customers of her As ever brand after a product flew off shelves before orders were officially fulfilled.

The Duchess of Sussex’s debut As ever collection became available to shop on April 4 at 9 a.m. ET, and the entire product line sold out in less than an hour after the launch. One item — the Limited-Edition Wildflower Honey with Honeycomb ($28) — was a particularly sought-after item that sold out in less than five minutes. However, some shoppers who bought the honey learned that the stock was already gone when their purchase was confirmed.

In response, the As ever team emailed customers affected to explain the situation, saying that they would be refunded and could choose another item from the line to receive for free. Screenshots shared on social media show that the customer care team said, in part, “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 of the site didn’t have a chance to keep up. The Limited-Edition Honey that you purchased was, unfortunately, already sold out.”

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“We are working on replenishing inventory and will gladly send you an item of your choosing to thank you for your understanding,” they said.

The promise wasn’t all, as Meghan also shared a heartfelt apology about the fulfillment issue and pledged to send a future gift.

“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,” began a note from Meghan, 43, in the same email.

“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,” she said. 

“I know it’s not the same limited-edition item you had your heart set on (I would feel the same!) so I would also like to promise you something else: When our next limited-edition drop happens, you won’t just be the first to know…you’ll be the first to receive it. No need to order, it will come to you in the mail as a gift from me,” the Duchess of Sussex said. 

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She thanked shoppers for their support, promised that “so much more goodness is coming soon” and signed off “As ever, Meghan.”

The limited-edition honey was one of the first products Meghan teased from her As ever collection when she announced the brand’s name change from American Riviera Orchard on Feb. 18. The first post from As ever’s official Instagram account on the same day appeared to show her drizzling honey from an elongated jar onto a croissant on an outdoor table, with family dog Momma Mia at her hip.

“You’re warmly invited: As ever, coming Spring 2025,” she wrote below the photo. 

Speaking to PEOPLE in an exclusive interview, the Duchess of Sussex opened up about her brand’s name change.

“There are tons of twists and turns — even with the name,” Meghan says. “I was figuring it out in real time.”

She ultimately defined the experience by growth, adding, “I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that. It’s a learning curve.”

Meghan’s first collection from As ever featured herbal teas (lemon ginger, peppermint and hibiscus), crepe mix, flower sprinkles (which she frequently used when cooking and baking in her Netflix series With Love, Meghan, which premiered on March 4), shortbread butter cookies with flower sprinkles, the limited-edition wildflower honey and her signature raspberry jam, sold with and without keepsake packaging. 

The items ranged in price from $9 to $28 and the line was launched in partnership with Netflix, the streamer behind Meghan’s lifestyle TV series that premiered on March 4.

While it’s all sold out for now, As ever confirmed on April 2 that the company will drop new collections seasonally, and Inc. reported that day that As ever will expand beyond food products into hospitality and home goods.

“I hope that people see that reflected in whatever it is that I’m creating and putting out there,” the Duchess of Sussex told the outlet. “It’s just an extension of me.”