Meghan Markle has announced a huge U-turn by ditching her American Riviera Orchard brand name in favour of another - with a subtle dig at the Royal Family. The Duchess of Sussex has taken to Instagram to reveal that her brand will now be called As Ever - and its launch will tie in with the release of her Netflix series With Love, Meghan, which drops on the streaming platform in two weeks. A new website for As Ever has also been launched featuring a picture of Meghan running hand-in-hand with daughter Princess Lilibet.
Meghan had suffered a series of setbacks when it comes to trademarking the name American Riviera Orchard, which could explain the switch to As Ever. However, speaking in a video on Instagram that appears to be filmed by Prince Harry, she said: "Cats out of the bag, I'm shocked we've kept it a secret for so long...". "Last year, I thought you know what, American Riviera, that sounds like such a great name, it's my neighbourhood [and] its a name for Santa Barbara. But it limited me to things that were just manufactured and grown in this area. Then Netflix came on, not just as my partner in the show [With Love, Meghan] but as my partner in business. It was huge.
'So I thought about it, and I've been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it's called As Ever". Meghan is no stranger to sharing lifestyle tips as she previously ran the successful blog The Tig, which she closed down just before marrying Harry. And in a subtle dig at the royals after previously saying she wasn't allowed to do certain things when she was a member of the Firm, she added: "I've always loved cooking, crafting and gardening. This is what I do and I haven't been able to share it with you in the same way for the past few years but now I can.".
When American Riviera Orchard was first announced last year, Meghan sent out samples of jam to some of her celeb pals who posted about it on Instagram. And teasing her As Ever products, she explained: "Of course there will be fruit preserve. I think we're are all clear at this point that jam is my jam. There's so many more products that I loved [and] use in my home. It's time to share it with you. So I can't wait for you guys to see it. Thanks guys.".
In the caption of the clip, Meghan wrote: "Some of you may have heard whispers about what I’ve been creating. In two weeks, my series on @netflix launches — but there’s something else I’ve been working on. I’m thrilled to introduce you to As Ever — a brand that I created and have poured my heart into. "'As ever' means 'as it's always been' or some even say 'in the same way as always'. If you've followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday.
"I will keep sharing behind the scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love…As ever, Meghan." She does not address her previous trademark woes and it appears that As Ever has also not yet been given a trademark. The new website, similar to American Riviera Orchard, also features a place for people to subscribe for updates and features the slogan 'Save Your Seat At The Table'. The logo shows a palm tree with two hummingbirds. According to a patent application for As Ever, which was made in 2022, it suggests it will sell items such as tablecloths and napkins as well as candles, spreads and jewellery.
Since launching her new Instagram account on New Year's Day, she has used the sign off As Ever several times, including on the photo she shared of Harry and her kissing to mark Valentine's Day. The new launch comes as Meghan struggled with her trademark application for previous brand name American Riviera Orchard. Last September, it emerged her application to have her brand trademark had been rejected. She was then given three months to respond to the "nonfinal officer action" issued by the United States Patent and Trademark Office (USPTO). She was also warned that failure to do so could result in her application being abandoned.
She then encountered another stumbling block as a protest against trademarking the brand was lodged with the USPTO by the owners of the 'Royal Riviera' trademark. The 'Royal Riviera' trademark is owned by Harry & David, a US-based premium food and gifts retailer, for its 'Royal Riviera Pears', which are grown in the state of Oregon. The letter of protest, seen by The Mirror said there was a 'likelihood of confusion' and the case was referred to Marco Wright, the Trademark Office's examining attorney.
