On Confessions of a Female Founder, Meghan Markle has sprinkled her observations about building her own lifestyle business, As Ever, into her conversations with women who have founded well-known companies. On a new episode of the Lemonada Media-produced podcast released Tuesday, the duchess spoke to Heather Hasson, the co-founder of medical clothing brand Figs, about becoming the first women-founded company to have an Initial Public Opening on the stock market.
Hasson also told Meghan about some of the early challenges she faced in building the business, including a sewing mishap that led to a ruined batch of scrubs. When introducing Hasson, Meghan mentioned that she has had her own experiences with changing direction while building As Ever. “Oh, let me tell you, it is just a constant state of recalibration,” Meghan said. “There’s joy in that, but you are always in motion, and if you’re a founder yourself, you know exactly what I mean because we’re moving at warp speed, problem solving, filling gaps in real time, scratching a million, tiny, tiny things off of your to-do list—but not in that fun way, like a lotto ticket.”
Though Meghan didn’t specify the challenges she faced, in previous episodes she has referenced her decision to change the brand’s name in 2024. “It can get messy, and the best founders are not afraid to get their hands dirty,” she added during the interview with Hasson. “I don’t mean play dirty. I mean when it’s clean-up-on-aisle-five time, you are the first person there with a mop.”
As Ever, which was developed in collaboration with Netflix’s Consumer Products Group, launched in April with an initial line of nine products, including three types of herbal tea, boxed cookie mix, and Meghan’s famous jam. Though all of the products sold out within an hour, the company said that the line will continue to evolve seasonally and some offerings will be restocked.
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On Monday, the brand shared an image of Meghan in a garden with a caption that implied more offerings from As Ever are coming sooner rather than later. “We’ve been quietly crafting something special,” the post read. “Stay close—we’re so looking forward to sharing it with you!”