Meghan Sussex has done it again. As ever’s new “Only Gets Better” Leather Bookmark sold out shortly after its latest launch, marking another fast sellout for one of the brand’s smallest — and apparently most coveted — products.

The limited-edition bookmark comes in a rich navy blue and features Meghan’s handwritten “Only Gets Better” message in gold foil. As ever says the $20 bookmark is crafted in the UK from Italian leather. The standalone version has already sold out on the brand’s website, continuing what is becoming a familiar pattern.

Back in January, As ever released its first leather bookmark, the black “Fell Asleep Here” version. That one disappeared from the site in just seven minutes. A U.K.-based, female-owned workshop produced the earlier release, and As ever limited buyers to four bookmarks each. That restriction did little to slow demand.  Now the navy edition has followed it straight into the sold-out column.

As ever even references the success of the first release on its product page, describing the original as an instant sellout and a “quiet favorite.” The new version keeps the same small-scale luxury approach but changes the message to something a little more forward-looking: “Only Gets Better.”  

There is still one consolation if you missed the single. The bookmark remains included in several As ever gift sets, including the Pause and Pour Set, Golden Hour Set and Heritage Library Set. Those bundles pair it with products such as tea, honey, fruit spreads and candles.  

The reaction suggests the demand was real. Several buyers said they had missed the standalone bookmark again, while others were already eyeing the remaining gift sets.

That repeat sellout is notable because the product itself is so simple. It is a $20 leather bookmark, not one of As ever’s bigger food or lifestyle launches, yet it has now sold through quickly more than once.

The pattern also says something about the brand’s audience. Small accessories tied directly to Meghan’s aesthetic seem to have their own appeal, especially when quantities are limited.

For anyone who missed the single bookmark, the navy version is still available through several As ever bundles. But the standalone release disappearing so quickly suggests future editions may be just as competitive.

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