It was just the other day in the People article, that Meg sources stated that As ever was at the ‘test and learn’ stage.
How can they possibly still be at the test and learn, 12 months from launch?
Well, when she first launched- the jam was $9 and it was single items. She went on Emma Gredes podcast and stated that she had in mind a 15 year old saving their money to buy small items. It was all about saving the jars and putting your pens in them. So wholesome.
Then autumn 25 the price went up to $12. Then we started to see bundles pop up before Xmas (when NF left) and now it seems to be everything is advertised as part of a bundle. You have to scroll to the bottom to see the items individually. Now you bundles $$$s completely out of the price range of the very people she had claimed she had went into business for. So she’s completely changed a to different demographic, prepared to spend $$$s. But the problem is these people don’t want to buy Megs white labels goods.
I think her ‘learns’ is that she wasn’t selling enough per person to make it profitable. So she’s having to bundle items together and draw people in with Limited edition tie ins. But the price point is way too high for her fan base.
She also launched the business at first- as cupboard staples …something you would buy and buy again. But clearly people weren’t, so she’s doubled down on the gifting aspect. People were buying as a one off and if youre only buying one pot of jam, it wasn’t going to cut it to make any money. So now it’s pricey bundles aimed as horrifically old fashioned/trad wife adjacent ‘hostess’s gifts.
This is the other problem she now has. Gifts need to be available until the last min and shipped fast. They also need to be advertised waaay in advance.
She’s currently-
- advertising in extremely short windows and pretty much missed Easter completely. No unique Easter products
- St vals had no unique products, just the same chocolate that was supposed to have sold out and been designed as a Xmas Stocking filler
- Her Mother’s Day As ever bundle, the last date for guaranteed delivery was over a week ago and Mother’s Day in the US isn’t until Sunday! Giving people no chance to purchase.
- Pursuing limited edition collabs to shift stock but it’s getting tiring as she has no new products. She hasn’t expanded her line of goods since November.
- Still not in stores. No pop ups, no flag ship store.
- She updates As ever insta seldom. Not enough to engage her followers. I’m not sure she even responds to her fan base anymore. She did at first when she launched.
For someone who classes themselves as a female founder. She has no clue how many hours she needs to put in.
She says she has breakfast and lunch with Harry everyday. That she does picks ups and drop off etc. You cant do that if you’re running a business. People setting up a start up, don’t have time to waste. She should be out on the socials, trying to drum up business but all she does is put out stock images on her insta every few weeks, some which are over a year old! She’s phoning it in.
I think she’s just winding down her stock, using collabs to drive attention back to the site every so often until all the stock is gone. We won’t see new As ever products added to the line up. I say she will just slowly walk away, not mention As ever anymore etc. like what happened to Archewell. Saying something like she’s focusing sharing this special time with her kids etc. Like it was all a fever dream and Harry will state she never actually said she wanted to do this forever etc it’s the fault of the press saying so.