Full Breakdown
Meghan Markle's As Ever Brand Launches Limited-Edition Bookmark
1/14/2026, 11:27:13 AM
New Product Launch and Immediate Success
Meghan Markle's lifestyle brand, As Ever, has launched a limited-edition leather bookmark, which sold out within minutes of its release on January 13, 2026. The bookmark, designed by Markle herself, features the phrase “Fell asleep here” in her signature calligraphy and is priced at $18 (£13.40). This product marks the first offering from As Ever in 2026, as the brand approaches its first anniversary in April. The bookmark is handmade from sustainably sourced leather and produced in collaboration with Sbri, a small UK-based workshop.
The launch also included a bundled set titled “A Moment to Unwind,” which features the bookmark alongside peppermint tea and sage honey with honeycomb, retailing for $64 (£47.50). The set is marketed as an invitation to enjoy quiet moments at home, resonating with Markle's emphasis on mindfulness and relaxation.
Commercial Performance and Inventory Insights
Following the launch, a website glitch inadvertently revealed stock levels, indicating significant commercial success for As Ever. Reports suggest that the brand's Signature Fruit Spread Box had approximately 862,535 units sold, generating an estimated £26.7 million in revenue. Other products, including wine and various food items, also showed substantial inventory figures, prompting As Ever to implement purchase limits to manage demand effectively.
Background and Context
As Ever was launched in April 2025, initially focusing on shelf-stable food items before expanding into lifestyle products such as wine, candles, and now bookmarks. The brand's growth comes amid a transitional period for Markle and her husband, Prince Harry, who have shifted their focus from high-profile projects to more tangible business ventures. This includes a reported upcoming cookbook that will feature recipes from Markle's Netflix series, "With Love, Meghan."
Criticism and Opposition
Despite the success, the launch has not been without criticism. Some social media users expressed discontent regarding the price of the bookmark, questioning its value and mocking the rapid sellout. Comments included skepticism about Markle's reading habits and the appropriateness of the bookmark's price, with one user stating, “So a bookmark for $18? This was the big announcement? Did I miss something?”
Official Statements and Responses
In promotional materials, As Ever described the bookmark as “a keepsake designed for those who linger, pause, and return,” emphasizing its handcrafted quality and personal connection to Markle's artistic background in calligraphy. Markle herself has stated her vision for As Ever as a platform for female entrepreneurship, reflecting her commitment to building a brand that resonates with consumers.
What's Next for As Ever
Looking ahead, As Ever is expected to continue expanding its product range, with plans for more lifestyle items, including candles and the anticipated cookbook. The brand's trajectory suggests a focus on creating meaningful products that align with Markle's personal values and experiences, as she navigates her role as a businesswoman and public figure.
In summary, Meghan Markle's As Ever brand has successfully launched a limited-edition bookmark that sold out quickly, reflecting both consumer interest and the brand's growing commercial viability.
