Meghan Markle Reflects on Mistakes in Launching As Ever Lifestyle Brand

Meghan Markle Reflects on Mistakes in Launching As Ever Lifestyle Brand

Meghan Markle has experienced numerous challenges while navigating the entrepreneurial landscape in California as she seeks to establish her lifestyle brand.

Unveiling of American Riviera Orchard

In March 2024, the Duchess of Sussex launched her lifestyle brand, American Riviera Orchard, through Instagram. Friends within the celebrity sphere, such as Chrissy Teigen and Mindy Kaling, promoted her products, sharing glimpses of her jams adorned with the brand’s logo. However, shortly after this initial publicity, progress stalled.

Trademark Troubles

Markle, now 43, faced significant trademark obstacles that hindered her brand’s development. She openly discussed her journey in a cover story for People magazine, expressing, “There are tons of twists and turns – even with the name. I was figuring it out in real time.”

The difficulties began when the U.S. Patent and Trademark Office rejected her application for American Riviera Orchard last September, as reported by The Telegraph. The office indicated that geographical names could not be trademarked, noting that ‘American Riviera’ is a common nickname for Santa Barbara, where Markle resides. The inclusion of the term “Orchard” was deemed insufficient to distinguish her brand from existing entities.

Response to Setbacks

While Markle’s team characterized the office’s refusal as a routine and anticipated hurdle, complications persisted. In October, Harry & David, a food and gift retailer, lodged a protest against her brand, asserting that the name bore too close a resemblance to their “Royal Riviera” product line.

By November, Markle’s legal counsel sought a three-month extension to address the issues surrounding the trademark application, as reported by the New York Post. The U.K. Independent revealed that she initially attempted to secure the trademark over the summer but faced rejection due to procedural issues.

Rebranding and Future Plans

In February, Markle announced via Instagram a rebranding of her venture to As Ever. As the premiere of her Netflix series, “With Love, Meghan,” approaches on March 4, she hinted that her signature jam would feature among the products launching through her new brand in the spring. Consumers can expect to find the new offerings on As Ever’s official website.

Additionally, she is set to debut a podcast in collaboration with Lemonada Media during springtime, further expanding her presence in the lifestyle arena.

A Glimpse into Her New Projects

In 2022, Markle and Prince Harry launched their docuseries, “Harry & Meghan,” which examined their experiences within the royal family. Notably, Markle’s new lifestyle show appears to omit any mention of her royal history; Harry’s participation remains minimal, only making a fleeting appearance.

The show, “With Love, Meghan,” will consist of eight episodes, featuring friends and chefs sharing personal narratives and culinary recipes. A crew member described Harry’s visits to the set as politely supportive, emphasizing that his demeanor conveyed a desire for Markle to take center stage.

Reflecting on Past Endeavors

Previously, Markle launched a lifestyle blog named The Tig while starring in the legal drama “Suits” in 2014. However, she closed the blog in 2017 as her relationship with Harry progressed, leading to their marriage in 2018.

Looking back, Markle remarked, “Well, I loved The Tig, but I certainly love my husband more. So that was a choice I made at the time, and I wouldn’t change that for a second.” She acknowledged Harry’s encouragement for her to revisit her influencer roots.

Embracing Her Role as a Female Founder

Markle expressed that she does not view herself strictly as an influencer, despite boasting over two million followers on Instagram. “I see myself as an entrepreneur and a female founder,” she explained. She welcomed the prospect of her brand becoming influential but aims to prioritize her identity as a businesswoman.

Moreover, the couple collaborates on various projects, maintaining a strong partnership in their endeavors. Markle described their work dynamic, stating, “You have your individual jobs, but then you have things that you share together. We’ve been such a close team for so long that we’re just in it beat by beat with each other. And I love that.”

Finding Balance as Parents and Entrepreneurs

Markle and Harry stepped back from their roles as senior royals in 2020, relocating to the affluent coastal city of Montecito, California. They are currently raising their two children, Prince Archie, five, and Princess Lilibet, three, while balancing their professional and parenting responsibilities.

Markle expressed her gratitude for the support she receives from Harry, noting, “To be able to be a female founder and do that with my husband’s support means everything.” As they navigate their new lives far from royal constraints, they are both committed to their individual and shared ambitions, while shining in their respective pursuits.