Meghan Markle won't launch her new lifestyle brand âuntil monthsâ after her Netflix show, claim insiders
As Ever appears to have run into several trademarking and branding issues which may force the project to stall
Meghan Markle has rebranded her company â but why is there seemingly a delay in its launch?
Karwai TangThe news came as a surprise to even the most ardent royal followers: Meghan Markle announced on Instagram earlier this month that she would be rebranding her forthcoming lifestyle venture, American Riviera Orchard. âThe catâs out of the bag. Iâm shocked weâve kept this secret for so long,â Meghan beamed as she looked up at Prince Harry, in a video posted to Instagram that showed her sitting in the sunshine in the couple's lush Montecito garden. She went on to explain that her flagship project â touted by many as a make-or-break moment for the Sussexes â had a fresh new name: As Ever.
âAs Ever essentially means âas itâs always beenâ,â Meghan said, âand if you've followed me since 2014, with The Tig, you know Iâve always loved cooking and crafting and gardening. This is what I do, and I havenât been able to share it with you in the same way for the past few years, but now I can.â Her words felt highly significant: a direct rejection of the royal life she once led, and an acknowledgement that she felt trapped by the pressures of Windsor tradition. Indeed, Meghan shut down her popular website in 2017 after her engagement to Prince Harry, and told Oprah Winfrey in 2021 that her role in the Firm left her suffering from âa loss of identityâ, unable to pursue her interests. In the same interview, Harry agreed that the pair felt âtrappedâ by the expectations and traditions that come with life as a royal.
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The new branding of her company is the clearest expression yet that Meghan is breaking free of her royal shackles for good. As Ever will, she hinted, be a return to her roots â and an opportunity for her to revisit her passions. In the caption to the video, the Duchess wrote: âThis new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish â food, gardening, entertaining, thoughtful living, and finding joy in the everyday. I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I canât wait for you to get your hands on everything weâve been creating.â
However, exactly when that moment will finally arrive is still hotly contested. On 4 March, the Duchess' new Netflix series â With Love, Meghan â will land on screens, after it was postponed for several months due to the LA wildfires. Many expected As Ever to debut at a similar time, especially since Page Six revealed that the Duchess has partnered with the streaming giant to sell her own products. However, the launch of the series and the brand will not be as cohesive as most people expected.
The Duchess of Sussex will launch her new series with Netflix in early March, and her lifestyle brand is expected to follow
Courtesy of NetflixAs per the same publication, sources have claimed that, âAs Ever lifestyle products wonât be ready for sale until a few months after the show's launchâ. There's some debate as to what's causing the hold-up, but many suspect any problems to be related to branding and copyright (those who've followed the Duchess' career over the last few months will know she ran into similar snags with American Riviera Orchard).
In her Instagram video, Meghan Markle knowingly acknowledged that âthere has been a lot of curiosityâ about the launch of her company, explaining her reason for changing it's name: âLast year, I had thought, you know what? American Riviera, that sounds like such a great name. Itâs my neighbourhood, itâs a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.â No reference was made, however, to the fact that she had failed to have a trademark approved for the name.
With Love, Meghan is a return to the Duchess' passions of cooking, hosting and gardening
Courtesy of NetflixNow, it seems as if As Ever may have hit a similar roadblock. The same name has been used for years by an New York-based clothing brand, run by Mark Kolski and his family. Kolski told the US Sun that he doesn't own the trademark to the name, but that he would be âexploring all possibilitiesâ to protect his brand. And it appears Kolski is not the only person to have used the name before: in 2023, Meghan received a âpartial rejectionâ of her trademark application due to similarities with Chinese fast fashion brand, ASEVER.
âThe marks are identical in sound and virtually identical in appearance and are thus confusingly similar for the purposes of determining likelihood of confusion,â said the US Patent and Trademark Office. The conclusion was that Meghan could not sell clothing under the brand name As Ever; six months later, Meghan's lawyers filed a revised application which removed any mention of clothes, and her trademark application was approved. As an LA lawer told MailOnline, âif she sells clothing under the As Ever brand she risks being suedâ.
As Ever will most likely sell the famous jam that Meghan has sent to her celebrity friends (including Abigail Spencer, pictured) but will not be able to sell clothing
Meghan's choice of logo for As Ever is also coming under fire, with the Spanish village of Porreres in Mallorca complaining it bears a remarkable similarity to their own. Civic officials are claiming Meghan must have copied the town's coat of arms, which dates back to 1370, and are threatening legal action against the Duchess. Mayor Francisca Mora told local newspaper Ara Balears that the likeness is âsurrealâ and told The Sun: âWe donât want our coat of arms to be perverted because it belongs exclusively to Porreres.â
These branding snags may go some way to explaining why the launch of As Ever has apparently been stalled. But when With Love, Meghan lands on Netflix at the start of March, appetite for the Duchess' offerings will no doubt intensify â until, finally, we're able to buy that jam for ourselvesâ¦
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