Meghan Markle’s latest business venture has hit another legal roadblock, as her lifestyle brand faces trademark issues that could delay its launch. The Duchess of Sussex, who initially struggled to secure a trademark for American Riviera Orchard, has now encountered similar problems with its rebranded name, As Ever.
Trademark authorities have raised concerns over her latest application, citing potential legal conflicts and procedural missteps. As a result, Meghan Markle is once again facing criticism for what some describe as a repeated failure to properly vet trademark applications before launching a brand.
So, what exactly went wrong this time? Let’s dive into the details.
Meghan Markle’s First Trademark Battle: American Riviera Orchard
In March 2024, Meghan Markle attempted to trademark American Riviera Orchard, a luxury lifestyle brand inspired by her California home. The brand was set to feature a variety of high-end products, including:
- Homeware and kitchen accessories
- Specialty food items like jams, honey, and oils
- Textiles, glassware, and even crystallized sugar for decoration
However, the U.S. Patent and Trademark Office (USPTO) rejected the application due to multiple issues, including:
- Geographical Restrictions: The name American Riviera Orchard directly referenced a location (Santa Barbara), making it difficult to trademark.
- Vague Product Descriptions: The application listed a broad range of products without clear specifications.
- Logo Similarity Concerns: The branding faced legal challenges due to its resemblance to other trademarks.
Due to these complications, Meghan abandoned the American Riviera Orchard trademark and opted for a complete rebrand.
Meghan’s Second Attempt: The ‘As Ever’ Trademark and Its New Problems
In February 2025, Meghan Markle announced the rebrand of her lifestyle business under the new name, As Ever. The new brand was set to feature:
✔ Home décor
✔ Kitchen accessories
✔ Organic foods
✔ High-end lifestyle products
However, her new trademark application has already faced legal objections and procedural errors.
Key Issues with the ‘As Ever’ Trademark Application
- Unsigned Statement of Intent
- Meghan’s legal team failed to sign a key document in the trademark application, a basic requirement for approval.
- Overly Broad Product Categories
- The application covered a wide range of unrelated products, making it difficult for authorities to approve.
- Categories included “spoons for serving jams and fruit preserves” and “textile napkins,” which may not align with the core brand identity.
- Potential Trademark Conflict with a Chinese Clothing Company
- The existing trademark “ASEVER” belongs to a Chinese fashion company.
- There is concern that Meghan’s As Ever brand could be confused with ASEVER, leading to possible legal disputes.
Due to these issues, the USPTO has placed the application under review, which could result in further delays or rejection.
Why Do Meghan’s Trademark Issues Keep Happening?
This is not the first time Meghan has faced legal setbacks in branding, leading many to question why these mistakes keep occurring.
Possible Reasons for Repeated Trademark Problems:
❌ Lack of Proper Legal Research: A thorough trademark search could have prevented the name conflict with ASEVER.
❌ Rushed Branding Strategy: Meghan’s team may be rushing product launches without fully vetting trademarks.
❌ Too Many Product Categories: Covering an excessive range of goods raises red flags in trademark applications.
While many celebrities have faced branding challenges, Meghan’s repeated mistakes suggest a lack of detailed planningin her business ventures.
Public Reaction: Critics vs. Supporters
As news of her latest trademark struggles spread, public opinion has been divided.
Critics Say:
📢 Meghan should have learned from her first mistake with American Riviera Orchard.
📢 Her brand confusion shows a lack of serious business acumen.
📢 She focuses too much on PR rather than ensuring a solid business foundation.
Supporters Argue:
✔ Trademark disputes are common in business, and Meghan is being unfairly scrutinized.
✔ The As Ever brand still has potential, and these are just minor legal setbacks.
✔ Her Netflix series, “With Love, Meghan,” could boost the brand’s popularity.
The split opinions highlight the high level of public interest in Meghan’s business ventures, with both fans and critics watching closely.
What’s Next for Meghan’s As Ever Brand?
With her trademark application under scrutiny, Meghan Markle has several options moving forward:
- Refining the Trademark Application
- Her team can resubmit the paperwork with clearer product specifications.
- Changing the Brand Name Again
- If the USPTO rejects the trademark, Meghan may have to rename the brand once more.
- Legal Battle Over Trademark Rights
- If a conflict arises with ASEVER, Meghan may have to negotiate or take legal action to claim the name.
Given her previous struggles with trademarks, she will likely need top legal experts to avoid further branding missteps.
Conclusion: Will Meghan Overcome Her Branding Struggles?
Meghan Markle’s efforts to establish her lifestyle brand have once again hit a legal roadblock. Despite learning from past mistakes, her As Ever trademark application has raised new challenges, potentially delaying its official launch.
While trademark issues are common, Meghan’s pattern of branding missteps raises concerns about the long-term viability of her business ventures. Whether she can successfully navigate these legal obstacles remains to be seen.
As the battle over As Ever unfolds, the world will be watching—will Meghan finally get her brand off the ground, or will she face yet another setback?
FAQs
1. Why was Meghan Markle’s first trademark application rejected?
Her brand American Riviera Orchard was rejected due to geographic name issues, unclear product categories, and logo concerns.
2. What are the main issues with her new brand, As Ever?
The USPTO flagged an unsigned intent statement, overly broad product categories, and a possible conflict with the Chinese brand ASEVER.
3. Could Meghan have avoided these trademark problems?
Yes. Thorough legal research and more specific product descriptions could have prevented these trademark setbacks.
4. What happens if the As Ever trademark is rejected?
Meghan may need to rename the brand again or negotiate legal rights with the existing ASEVER trademark holders.
5. When will As Ever officially launch?
Due to these legal challenges, there’s no confirmed launch date yet. The trademark battle could delay the release of products.
