Meghan pictured with Kadi Lee and Serge Normant in 2024Credit: Getty

Meghan Markle’s As Ever Trademark Drama: A Royal Rebrand Gone Awry

Meghan Markle, the Duchess of Sussex, has once again found herself at the center of controversy, this time over the trademark drama surrounding her lifestyle brand, As Ever. In a candid episode of her new podcast, Confessions of a Female Founder, Meghan addressed the ongoing saga, revealing that she secured the As Ever trademark back in 2022, only for it to spiral into what she described as a “word salad” of complications. The rebranding from her original American Riviera Orchard to As Ever has sparked accusations of plagiarism, legal battles, and public criticism, raising questions about the Duchess’s business acumen and her reliance on her royal connections. This article delves into the trademark turmoil, Meghan’s response, and the broader implications for her burgeoning brand empire.

Meghan Markle revealed she “secured” the trademark As Ever back in 2022Credit: Meghan, Duchess of Sussex/Instagram

The As Ever Rebrand: A Rocky Start

Meghan’s lifestyle brand was initially launched in March 2024 as American Riviera Orchard, a nod to the Santa Barbara region where she resides with Prince Harry and their two children, Archie and Lilibet. The brand promised gourmet products like jams, teas, and baking mixes, positioning Meghan as a relatable yet aspirational influencer. However, the name American Riviera Orchard quickly ran into trademark issues, with officials ruling that Meghan could not secure exclusive rights to the geographically specific term. This setback forced a rebrand, and in February 2025, Meghan announced the new name, As Ever, ahead of the launch of her Netflix series, With Love, Meghan.

The transition to As Ever was meant to signal a fresh start, but it has been anything but smooth. Official documents revealed that the trademark application for As Ever contained errors, including an unsigned statement of intent, further delaying the process. Additionally, the rebrand sparked accusations of plagiarism from multiple parties. A small business owner in New York, Mark Kolski, who has operated a clothing company named As Ever since 2017, expressed frustration, claiming he lacks the resources to challenge Meghan’s legal team. Similarly, the mayor of Porreres, a small town in Mallorca, accused Meghan of copying their 14th-century coat of arms for her brand’s logo, which features a palm tree and two hummingbirds.

Doting Prince Harry made an appearance in Meghan’s Netflix showCredit: Instagram

Meghan’s Response: A “Word Salad” of Explanations

In her podcast, Meghan addressed the trademark drama with a mix of defiance and introspection. She explained that she had secured the As Ever name in 2022, well before the public launch of her brand, as a fallback option. “I had secured As Ever as a name in 2022, and then as everything started to evolve last year, and bringing in a partner the size that it was, it was just so interesting,” she said. “You remember, I said, ‘I like American Riviera as an umbrella,’ and then be able to have verticals beneath it. But when that’s not feasible … suddenly it became this word salad. I didn’t love that so much.”

Meghan’s choice of words—calling the situation a “word salad”—has drawn both amusement and criticism. Supporters argue that she is being transparent about the challenges of building a brand under intense public scrutiny, while detractors see it as an attempt to gloss over sloppy planning. Royal author Hugo Vickers, speaking to The Sun, described Meghan’s approach as “jumping in and then rethinking,” suggesting that her ventures lack strategic foresight.

The Duchess also hinted at personal motivations behind the As Ever name, noting that it was a name she “protected for a reason that had sort of been under wraps.” While she didn’t elaborate, this cryptic statement has fueled speculation about whether the name holds sentimental value or is simply a pragmatic choice to avoid further legal entanglements.

There was backlash over Meghan’s new name “As Ever”Credit: As Ever

The Plagiarism Allegations: A Growing Headache

The plagiarism accusations have added fuel to the fire. Mark Kolski, the New York-based business owner, told The Sun that he feels powerless against Meghan’s “behemoth of lawyers” and is exploring his legal options, despite not owning the trademark himself. He believes his seven years of operating under the As Ever name grant him common law rights. Meanwhile, the Porreres coat of arms controversy has escalated, with the Spanish town considering legal action over the “eerily similar” logo design. Fans on social media have pointed out the striking resemblance, and experts warn that this could lead to “copyright issues” for Meghan’s team.

This isn’t the first time Meghan has faced plagiarism claims. Her Netflix series, With Love, Meghan, has been accused of copying recipes and even mimicking Princess Kate’s beekeeping efforts, adding to the narrative that Meghan’s ventures lack originality. These allegations, whether substantiated or not, have damaged the brand’s credibility and given critics ammunition to question Meghan’s authenticity as a lifestyle influencer.

The Royal Connection: A Double-Edged Sword

Meghan’s reliance on her royal title has been a point of contention throughout the As Ever saga. Critics, including British royals expert Hilary Fordwich, have accused her of “cashing in” on her Duchess of Sussex title to market her brand. “She’s using the very royal family name and heritage she wanted to leave,” Fordwich told Fox News, questioning the target demographic for Meghan’s high-priced products, like $28 wildflower honey that sold out in minutes.

The Sun’s royal photographer, Arthur Edwards, echoed this sentiment, arguing that without her marriage to Prince Harry, Meghan would likely still be known as a supporting actress on Suits. “Without Sussex, without marrying Harry, she’d probably still be in Suits or shows like that,” he said. Meghan’s decision to emphasize her Sussex surname in With Love, Meghan—correcting guest Mindy Kaling for calling her “Meghan Markle”—has only intensified this criticism. She explained that the Sussex name is “part of our love story” and meaningful to her family, but detractors see it as a calculated move to leverage her royal status.

Public and Media Reaction: A Polarized Response

The public response to Meghan’s trademark drama has been predictably divided. On social media platforms like X, some users have rallied behind her, praising her resilience in navigating legal and media challenges. Others, however, have been less forgiving, with posts mocking the As Ever name as “rubbish” and questioning the timing of the rebrand. One X user speculated that the delay in launching With Love, Meghan was not due to wildfires, as Meghan claimed, but rather a strategic move to align with the rebrand.

The media has been equally polarized. Outlets like The Sun and GB News have taken a critical stance, with GB News host Eamonn Holmes slamming the As Ever name as “rubbish” and questioning the logo’s originality. Meanwhile, more sympathetic coverage in publications like People has highlighted Meghan’s personal growth and her willingness to “make mistakes” while building her brand.

What’s Next for As Ever?

Despite the controversies, Meghan’s brand shows no signs of slowing down. Products from As Ever sold out in under an hour, with the $28 wildflower honey disappearing in just five minutes, according to Vanity Fair. Her Netflix series has been renewed for a second season, and the Confessions of a Female Founder podcast continues to gain traction.

However, the trademark issues and plagiarism allegations pose significant risks. A third rebrand, as some X users have warned, could be catastrophic for Meghan’s credibility. To move forward, Meghan will need to address the legal errors in her trademark application and navigate the plagiarism claims carefully. Hiring a more robust legal team and conducting thorough trademark searches could help avoid future missteps.

A Lesson in Branding Under Scrutiny

Meghan Markle’s As Ever trademark drama underscores the challenges of building a brand in the public eye, especially for a figure as polarizing as the Duchess of Sussex. Her attempt to pivot from American Riviera Orchard to As Ever was meant to showcase her resilience and entrepreneurial spirit, but it has instead highlighted the pitfalls of rushed decisions and inadequate legal preparation. As Meghan continues to carve out her identity as a lifestyle influencer, she must balance her royal heritage with the need for authenticity and originality. Whether As Ever can rise above the “word salad” of controversy remains to be seen, but one thing is clear: Meghan’s journey as a businesswoman is as captivating—and contentious—as her royal past.