Duchess of Sussex Rebrands Lifestyle Venture Following Legal Setbacks
Meghan Markle has officially rebranded her lifestyle company, unveiling its new name, “As Ever,” after facing challenges with the trademarking of “American Riviera Orchard.” The Duchess of Sussex shared the news on Instagram, just weeks before the premiere of her new Netflix lifestyle series, With Love, Meghan, set to debut on 4 March.
In a candid video recorded in her garden, Meghan expressed her excitement, revealing, “The cat’s out of the bag. I’m thrilled to finally share this with you. It’s been a long time coming, and I can’t wait for you all to see the show and explore the new business.” Prince Harry’s voice could be heard in the background, playfully noting, “It’s recording.”
Trademark Challenges Prompt Rebranding
Meghan originally chose the name “American Riviera Orchard” as a nod to her Santa Barbara neighbourhood. However, her trademark application was rejected by the US patent and trademark office in August 2024 due to the name’s geographical connection and other legal complications. The term “American Riviera” is widely used to describe the Santa Barbara area, preventing exclusive trademark rights. Additionally, the description of her products fell into multiple trademark categories, further complicating the filing.
After requesting an extension to address the issues, Meghan decided to rebrand her venture. She explained, “Partnering with Netflix was the perfect moment to introduce a new name that I had secured back in 2022. ‘As Ever’ reflects continuity and authenticity, which resonates deeply with my journey.”
A New Chapter in Lifestyle Blogging
The launch of “As Ever” marks Meghan’s return to her passion for lifestyle content. She previously ran a successful blog, The Tig, in 2014, where she shared her love for cooking, crafting, and gardening. “As Ever essentially means ‘as it’s always been,’” Meghan explained. “If you’ve followed me since my Tig days, you know how much I enjoy sharing these parts of my life. I’m excited to reconnect with my audience in this new way.”
The Duchess also hinted at continuing her line of fruit preserves, humorously noting, “I think we’re all clear at this point that jam is my jam,” while teasing the addition of new products under the brand. The announcement was accompanied by a heartwarming image of Meghan and her daughter, Lilibet, playing on a green lawn, with the phrase “As Ever” written elegantly across the photo.
Netflix Partnership and Future Ventures
Meghan’s partnership with Netflix has been instrumental in the rebrand, with the streaming giant not only collaborating on her new show but also becoming a strategic business partner. The series, With Love, Meghan, will explore lifestyle themes consistent with her brand, offering viewers an intimate look at her interests and inspirations.
This latest venture adds to Meghan and Harry’s growing portfolio, which includes their non-profit organisation, Archewell, and various media projects. Following their departure from royal duties in 2020, the couple has explored new avenues, from the Archetypes podcast to philanthropic initiatives.
With “As Ever,” Meghan aims to bring a sense of continuity and authenticity to her lifestyle brand, building on her personal narrative and passions. As the world eagerly awaits her new Netflix series, the Duchess is set to redefine her presence in the lifestyle industry once again.
