RIP American Riviera Orchard. Meghan Markle has changed the name of her lifestyle brand replacing it with the new name: “As Ever.” However, there’s a major problem with that name which could spell a real headache for Prince Harry’s wife.
On Feb. 18, Meghan posted a video on her recently-relaunched Instagram account sharing news of the name change with her followers saying: “Last year, I thought you know what, American Riviera, that sounds like such a great name, it’s my neighborhood [and] its a name for Santa Barbara. But it limited me to things that were just manufactured and grown in this area.”
The duchess captioned the clip: “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.’”
But now, many fans are pointing out that there’s a big problem with calling it “As Ever” that Meghan and her team may not have been aware of.
The name ‘As Ever’ is already taken
In response to Meghan’s Instagram video, fans took to X to share their thoughts on her brand’s new name with many pointing out that “As Ever” is already taken.
One user wrote: “There’s also a NY shop with the same name. Oops,” and another added: “It’s already a trademark vintage clothing store. Has been for a few years.”
A third user opined that the whole name change is going to be a “mess” for the former Suits star saying: “A company or brand name can change during the creation of a brand. Meghan essentially launched her brand with products under a totally different name and logo, that she now has to change. This is a mess, a disaster, but of Meghan’s own making.”
If the name is already indeed trademarked as it’s been suggested, Meghan will have that headache of possibly having to change it again which would look disastrous for her.
Royal expert Richard Fitzwilliams told Express that perhaps Meghan felt rushed to share a new brand name to coincide with the launch of her new Netflix series debuting on March 4.
He also said: “Meghan’s premature launch of American Riviera Orchard last year led to trademark issues holding it up. Its name is now ‘As Ever.’ She must have been desperate to coordinate its launch with her eight-part series With Love, Meghan.”
Another issue Meghan will have to sort out on social media
Another hurdle for Meghan is what Instagram handle she can use for As Ever. The New York City clothing store has the Instagram handle @asevernyc but @AsEver, @AsEverMeghan, and @AsEverByMeghan belong to other users. To overcome that obstacle and get a handle that makes sense to promote her brand on, the duchess may need to pay one of the private users to purchase the handle, something she is believed to have done for her @meghan Instagram.
Branding expert Emily M. Austen explained to FEMAIL that the @meghan handle was likely an account owned by someone else before, as it’s “not a unique name.’”
She added: “Most likely, Meghan (or her team), will have used a website to negotiate through a third party, the handle and had to pay for ownership … Meghan likely used a third party which would mean her identity would remain hidden. Most sellers start with a guide price, which can go from $200 to $20,000 depending on the desirability of the handle,’ perhaps hinting that Meghan may have to pay for an As Ever handle if she hasn’t secured one already.”
