The Duchess of Sussex’s As Ever brand had a rocky start, but it was the kind of problem most start-ups dream of: the business’s founder underestimated interest in her product, and after selling out of the entire product line within minutes (twice), everything had to be adjusted so that As Ever wouldn’t be permanently sold-out. People criticized Meghan for her soldout lines (“she only had small numbers in stock, it was all a stunt”) just as they criticize her now for NOT selling out within minutes (“guess she isn’t that popular after all!”). In six months’ time, Meghan has turned As Ever into an actual business with products on demand, available for sale for weeks before selling out. She’s expanded As Ever organically into multiple wine lines, candles and jam holiday gift-boxes. She did all

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