Meghan Markle, the Duchess of Sussex, has recently made headlines with the announcement of her rebranded lifestyle venture, “As Ever,” formerly known as “American Riviera Orchard.” This development has sparked a wide array of reactions from the public and media alike.
Background and Rebranding
In March 2024, Meghan launched “American Riviera Orchard,” a lifestyle brand focusing on artisanal products, including preserves and home goods. The brand’s name paid homage to Santa Barbara, California, where Meghan and Prince Harry reside. However, the initial launch faced challenges, including trademark issues with the United States Patent and Trademark Office (USPTO), which cited concerns over the geographic nature of the name and logo design.
To address these challenges and better align with the brand’s evolving vision, Meghan announced on February 18, 2025, that the company would be rebranded as “As Ever.” This name change reflects a fresh start and a commitment to timeless quality. However, the rebranding has not been without controversy. Two small businesses in the U.S., a vintage clothing company and a photography company, both operating under the name “As Ever,” have expressed concerns over potential trademark conflicts. Additionally, officials from Porreres, Mallorca, noted similarities between the brand’s new logo and the town’s coat of arms, prompting considerations of legal action.
Public and Media Reactions
The announcement of “As Ever” has elicited a spectrum of reactions:
- Support and Enthusiasm: Fans and supporters of Meghan have expressed excitement about the rebranding, anticipating innovative products that reflect her personal touch and commitment to quality.
- Criticism and Skepticism: Some critics question the necessity of the rebranding and express concerns over potential legal disputes. Royal expert Hugo Vickers has criticized Meghan’s ventures as lacking depth and authenticity, suggesting that the continuous reinvention of her public image leads to audience skepticism.
Looking Ahead
As “As Ever” prepares for its official launch, the brand aims to carve a niche in the competitive lifestyle market by offering products that embody elegance and sustainability. The upcoming Netflix series, “With Love, Meghan,” is expected to complement the brand’s ethos by showcasing Meghan’s culinary skills and passion for homemaking. However, the series has faced criticism, with comedian Whitney Cummings suggesting that it serves more as a subtle critique of the royal family rather than genuine entertainment.
In conclusion, Meghan Markle’s rebranding to “As Ever” represents a significant step in her entrepreneurial journey. While the venture faces challenges, including trademark disputes and public scrutiny, it also holds the potential to redefine Meghan’s post-royal identity and establish a lasting presence in the lifestyle sector.
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