When Meghan Markle first teased the launch of her lifestyle brand, American Riviera Orchard, in 2024, no one could have anticipated that it wouldn't ever arrive. After sending out 50 jars of branded jam to her celebrity peers, ARO was supposed to officially launch in tandem with Meghan's Netflix show about the art of hosting.
After months of radio silence, what transpired was that Meghan was facing multiple legal issues with regards to the name and branding. Her first attempt to secure a trademark was rejected because the forms had been filled out incorrectly. The bid was also contested by rival lifestyle brand Harry & David, which owns the 'Royal Riviera' trademark and allege that the two names are too similar.
Meghan has also reportedly been told that she cannot have exclusive rights to American Riviera because it is a commonly used place name to describe the California coast where she lives with Prince Harry and their two children.
Two weeks ahead of her Netflix show, Meghan has announced a total rebrand, opting for the name 'As Ever', a phrase she frequently uses to sign off her Instagram posts. '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,' she said in a video posted to social media, 'but it limited me to things that were just manufactured and grown in this area.'
She revealed that Netflix have partnered with her, not just on the upcoming series With Love, Meghan, which launches on 4 March, but on her As Ever business too. 'As Ever essentially means as it's always been', she told her 1.9 million followers, before revealing that the brand will build on the foundations of her past blog The Tig and will sell homeware and crafting products and, of course, jam.
Trademark applications uncovered by MailOnline claim that As Ever will also sell textiles such as tablecloths and napkins, skincare and haircare products and throws, blankets, bedspreads and household scents such as candles and reed diffusers. There will also be gardening trowels, spades and pruning shears and inside the home there will be cutlery, knives and tableware.
Meghan says she secured the name 'As Ever' in 2022, however she is already facing problems with the new name and logo. The lifestyle brand features a new logo of a palm tree with two birds on either side and Meghan has already been accused of copying Mallorca's coat of arms.
Francisca Mora Veny, mayor of Porreres, is reportedly considering legal action and has called for the removal of As Ever's logo. They claim the logo is a blatant copy of the town's coat of arms, which is said to be around 655 years old.
The mayor told The Sun: 'We don’t want our coat of arms to be perverted because it belongs exclusively to Porreres. The only difference with their logo and our coat of arms is that theirs shows two hummingbirds and in ours are either swallows or pigeons – historians cannot agree. We will ask Meghan to remove the logo from their website.'
There have also been concerns raised about a New York-based clothing company, which is also called As Ever. The independent brand has clarified that they are not associated with Meghan's company and thanked supporters for their concern.
'In the last 36 hours there has been an outpouring of support and concern regarding recent events around our namesake brand. We are aware. We are not affiliated,' the founder posted on Instagram.
'In 2017, As Ever became official and I started manufacturing. There are several women and events that were instrumental in the creation of our brand. I want to thank them again. I also want to thank Robert Chauca and his family run factory. Without all of them, As Ever would not exist.
'It’s 2025. We are grateful to still be here making clothing in New York & New Jersey. We are grateful for all the customers coast to coast and world wide that have supported our venture. We will continue As Ever, Mark Kolski.'
However, several Instagram users have shared their grievances in the comment section. 'We’ll support you! Sue her please,' reads one. 'Please file a first-use protest with the US Patent & Trademark office. Do not let them take your business and your name that you’ve worked so many years for,' reads another. While a third user wrote, 'I hope you have hired a lawyer. Don't let them take your name just because she thinks she is a superstar and can get everything she want.'
Nikki Peach is a writer at Grazia UK, working across pop culture, TV and news. She has also written for the i, i-D and the New Statesman Media Group and covers all things TV for Grazia (treating high and lowbrow shows with equal respect).