Meghan Markle forced to rename new lifestyle brand after losing trademark battle

Duchess Meghan Launches Lifestyle Brand “As Ever”

In a surprise announcement, the Duchess of Sussex, Meghan Markle, unveiled her new lifestyle brand, “As Ever,” on Instagram.the launch coincides with the premiere of her Netflix show, “With Love, Meghan,” on March 4th.

A charming video, filmed in the Duchess’s garden, features Prince Harry in the background, playfully interjecting “It’s recording.” Meghan, beaming brightly, broke the news to her followers. “I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about,” she shared.

Initially, the Duchess had envisioned calling her brand “American Riviera Orchard,” a nod to her Santa Barbara neighborhood. However, trademark issues arose, prompting a rebranding. “Last year, I had thought, ‘American riviera, that sounds like such a great name.’ it’s my neighbourhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area,” she explained in the video.

The US Patent and Trademark Office cited concerns about the ambiguity of “American Riviera Orchard” as a brand name due to its widespread use in referencing Santa Barbara. Additionally, the office noted that the Duchess’s product descriptions spanned multiple trademark categories, creating further complications.

“As Ever” mark a return to the Duchess’s roots, reminiscent of her popular lifestyle blog, The Tig, which she ran in 2014. “As Ever essentially means as it’s always been, and if you’ve followed me as 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening – this is what I do,” Meghan said.

“And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to here it from me first,” she added.

While the Duchess confirmed her beloved fruit preserves will continue to be a part of the brand, she playfully quipped, “I think we’re all clear at this point that jam is my jam,” teasing the imminent release of a wider range of products.

Building anticipation for this exciting new venture, Meghan shared a heartwarming photo of herself and daughter Lilibet running across a lush green lawn. Superimposed across the image was the name “As Ever” in elegant cursive script. By the way, the Duchess first hinted at this rebranding in January after announcing her Netflix show, signing off her Instagram post with the phrase “As Ever.”

Meghan and Harry have actively built a new life outside of their royal duties as stepping back from their roles in 2020. Their endeavors range from their non-profit Archewell to their podcast, Archetypes, which Meghan launched; however, she recently departed from that project after a year-long partnership with Spotify.

The launch of “As Ever” promises to be a meaningful step in the Duchess’s continued journey of building an independent brand while connecting with her audience in a more intimate and personal way through her passion projects.

How has Meghan Markle’s experiance as a royal influenced her approach too building “As ever”?

Archyde News Exclusive: An Interview with Duchess Meghan on Her New Lifestyle brand, “As ever”

In an exciting progress, Archyde news caught up with the Duchess of Sussex, Meghan Markle, to discuss her latest venture, the lifestyle brand “As Ever.” The Duchess sat down with our correspondent, Victoria Harper, to share insights into her new business, its origins, and what fans can expect from the upcoming launch.

Welcome, Yoru Royal Highness, to Archyde news. Let’s dive right in. What inspired you to launch “As Ever” now?

Thank you, Victoria. I’ve always been passionate about cooking, crafting, and gardening, and “As Ever” is a way for me to reconnect with my audience and share these passions. The timing felt right with the upcoming premiere of my Netflix show, “With Love, Meghan,” and a desire to create something meaningful and personal.

Your initial brand name was “American Riviera Orchard.” What led to the switch to “As Ever”?

I initially loved the idea of “American riviera Orchard” as a nod to my Santa Barbara neighborhood. However, trademark issues arose due to its widespread use and the broad range of products I wanted to include under the brand. “As Ever” feels like a return to my roots,reminiscent of my lifestyle blog,The Tig,and signifies a return to what I’ve always loved doing.

Can you give us a sneak peek into the products “As Ever” will offer? We certainly know your famous preserves will be included.

Absolutely,Victoria. While I can’t reveal too much just yet, I can assure you that there will be a wider range of products that reflect my passions. Think kitchenware,home decor,and perhaps even some gardening essentials. And, of course, my beloved fruit preserves will continue to be a part of the brand. I think we’re all clear at this point that jam is indeed my jam!

You’ve hinted at this rebranding before,signing off a post with “As Ever.” What does this phrase mean to you?

“As Ever” essentially means as it’s always been. it’s a nod to my past, my passions, and my commitment to staying true to myself and my audience. It’s about authenticity and consistency, which I believe are key in building a meaningful connection with people.

Your journey since stepping back from your royal duties has been remarkable. What advice would you give to others looking to build their own autonomous brand?

I would say, stay true to yourself and your passions. Building an independent brand is a deeply personal journey, and it’s important to remain authentic. Also, don’t be afraid to adapt and evolve. As I’ve learned, sometimes the best-laid plans need a little tweaking along the way.

thank you,Your Royal Highness,for your time and for sharing your exciting news with Archyde News. We can’t wait to see what “As Ever” has in store for us!