Meghan Markle's business rebrand faces copycat claims
The Duchess of Sussex is ready to introduce her lifestyle brand to the world, but there have been a few hiccups.
Meghan Markle's latest business venture is being marred by claims she copied its name and logo.
The 43-year-old announced this week that she has decided to rebrand American Riviera Orchard to As Ever.
She explained the meaning behind the new name in a post she shared on her personal Instagram page.
"'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," she said.
Markle further explains why she initially went with American Riviera.
"Last year, I had thought, 'American Riviera, that sounds like such a great name.' It's my neighborhood; it's a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area."
Her brand will sell jam and "many other products" she uses in her Montecito home.
The duchess adds that Netflix is one of her brand's partners. Her lifestyle and cooking show, With Love, Meghan, will also debut on the streaming platform in two weeks.
Shortly after the announcement, the royal unveiled the brand's new website. It shows her running through a field with her daughter Princess Lilibet.
The site features the brand's logo, which is a coat of arms featuring two hummingbirds and a palm tree.
According to People, the palm tree is symbolic of Santa Barbara. Markle lives in the area with her husband Prince Harry and their two children.
The hummingbirds also have special meaning. Prince Harry revealed in his memoir, 'Spare', that he was visited by a hummingbird shortly after his grandmother, Queen Elizabeth, died in 2022.
Amid Meghan Markle's rebrand, the Duchess of Sussex released a new photo of Princess Lilibet. Her brand, previously called American Riviera Orchard, has been renamed As Ever, which she explains means "as it's always been."
— HELLO! Canada (@HelloCanada) February 18, 2025
📷: As Ever#princesslilibet #meghanmarkle pic.twitter.com/StjoXvkIek
Despite the unique meanings, both the brand's name and logo have been accused of being copycats.
Many noted that the logo resembles the coat of arms of a town in Spain. The village of Porreres in Mallorca's coat of arms also features two birds and a palm tree.
The town's mayor is reportedly considering whether it should take legal action or not.
"I don't know if she visited some agritourism sites and saw the coat of arms, because the photo on her website is taken from Mallorca... I hope many people around the world will become aware that in Mallorca there is an inland town that has this coat of arms," Mayor Francisca Mora is quoted as saying in several publications.
Meghan Markle facing possible legal action from Spanish town after launching ‘As Ever’ luxury brand https://t.co/a3U9h0Oqji pic.twitter.com/vFH8wTG4kf
— New York Post (@nypost) February 18, 2025
The drama doesn't end there. Social media users have discovered that a clothing brand named As Ever operates in America.
While the last post shared on the company's Instagram page is dated October 21, 2023, the company released a statement stressing that it is still very much operational.
"In the last 36 hours there has been an outpouring of support and concern regarding recent events around our namesake brand. We are aware. We are not affiliated," a statement reads.
"This venture started back in 2015 when I reworked vintage military to make our signature tanker pant for my wife, Astrid Dahl as a side hobby... In 2017, As Ever became official and I started manufacturing... It’s 2025. We are grateful to still be here making clothing in New York and New Jersey."
Markle's team has not responded to the brand name and logo drama.
American Riviera Orchard also experienced a few hiccups.
According to a September 2024 report in WWD, the US Patent and Trademark Office partially rejected her attempt to trademark the name, noting that "the applied-for mark is primarily geographically descriptive".
American Riviera is the Santa Barbra area's nickname.
Markle decided to change the name altogether. Will she do the same after the latest developments?
Listen to Jacaranda FM:
- 94.2
- Jacaranda FM App
- http://jacarandafm.com
- DStv 858/ OpenView 602
Follow us on social media: