Meghan Markle’s journey with her lifestyle brand has taken another turn, just under a year since its initial announcement.
The Rise and Fall of American Riviera Orchard
Last March, when Meghan revealed plans for her new brand, American Riviera Orchard, the excitement was palpable.
The Duchess shared a 15-second teaser video on Instagram, where she was seen in a picturesque setting, whisking ingredients and arranging flowers.
However, despite the early promise, the brand has yet to launch any products, and Meghan’s recent Instagram post marked its official name change.
From American Riviera Orchard to ‘As Ever’
In a surprising twist, Meghan revealed that the name ‘American Riviera Orchard’ would be retired, citing issues registering the name.
The reference to the upscale neighborhood in Santa Barbara, where Meghan lives with Prince Harry and their children, was causing complications with trademarking.
“I had thought: ‘American Riviera’, that sounds like such a great name,” Meghan explained, but the name turned out to limit her scope.
“It was tied to things manufactured and grown in this area,” she said.
In place of the original name, Meghan announced that her lifestyle brand would now be called ‘As Ever’.
Trademark Issues and Branding Struggles
Her initial struggles to trademark the name American Riviera Orchard were a major hurdle.
The U.S. Patent and Trademark Office rejected her application, explaining that geographic names can’t be trademarked.
To make matters worse, Meghan’s self-designed logo was also dismissed for being “inaccurate,” as the letter ‘O’ in the word “Orchard” was not prominent enough.
In her latest move, Meghan’s ‘As Ever’ logo was met with criticism when internet users pointed out its similarity to the coat of arms of Porreres, a town in Spain.
The local mayor has even mentioned potential legal action, adding to the brand’s growing list of controversies.
A Subtle Dig at the Royal Family?
In her post, Meghan linked the new brand name, ‘As Ever,’ to her passion for food, home, and creativity that she has long shared with her followers.
She mentioned that the name reflected a return to her roots and hinted at a subtle message to the Royal Family, stating that she hadn’t been able to share her passions in the same way since her days with the now-defunct lifestyle blog, ‘The Tig,’ which she closed in 2017 after marrying Prince Harry.
Meghan’s fans can expect the new brand to carry the same offerings as American Riviera Orchard, including her popular ‘fruit preserves,’ or as she put it, “jam is still my jam.”
Royal Experts React to Meghan’s Latest Move
Despite Meghan’s hopeful message to her followers, some royal insiders were less impressed.
A source shared that Meghan has often ignored advice, including when it came to her business ventures.
“She doesn’t like to take advice,” said one royal official, adding that Meghan had received plenty of support and guidance, including from the late Queen, but largely chose to disregard it.
This setback in Meghan’s branding journey may be just the latest chapter in a series of missteps that some see as indicative of her difficulties in navigating life outside of the royal fold.
Now, with fewer people to blame, the Sussexes are left to own their actions—and mistakes—more than ever before.
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