Meghan, Duchess of Sussex, has finally unveiled her new company. In an exclusive interview with Inc., the mother of two opened up about launching her home and lifestyle brand As Ever, which is backed by Netflix and started taking orders for its first batch of products this week.
The Los Angeles-based company has already enjoyed some early traction, selling out of its first seasonal drop of teas, baking mixes, flower sprinkles, honey, and fruit spread within an hour. The most expensive item, a $28 jar of wildflower honey with honeycomb, sold out in less than five minutes, the company says.
Still, getting to this point required plenty of “twists and turns” throughout the process, says Meghan. She is still learning about how to build a business and be an entrepreneur. That has meant turning to some of her fellow female founder friends, like Serena Ventures and Wyn Beauty founder Serena Williams, Bumble founder Whitney Wolfe Herd, and Tachta founder Vicky Tsai.
Meghan says the best piece of business advice that she has ever received is a simple, but important mantra that she heard years ago and still lives by today.
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“If it takes five minutes to do it, do it,” says Meghan. “Otherwise, you end your day with what feels like a laundry list of things to do, as opposed to being able to tackle them in real time.”
The approach, Meghan adds, also introduces some intuitive power into your decision-making process and forces you as a founder to listen to your inner voice.
“It also encourages you to trust your gut on a lot of those decisions that can be made in real time and don’t require as much ruminating,” says Meghan. “Sometimes you have to get really quiet and really trust what feels right for you and your brand and go back to the intention of what you wanted to put out in the world.”
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