Meghan Markle made a huge U-turn by switching out of her American Riviera Orchard brand for a different one, complete with a subtle dig at the Royal Family.
The Duchess of Sussex has revealed on Instagram that her brand will now be called As Ever, and that the launch coincides with the release of her Netflix series With Love, Meghan, which premieres on the streaming service in two weeks. Meghan and Princess Lilibet, their daughter Princess Lilibet, are depicted on a new As Ever website.
When Meghan attempted to trademark American Riviera Orchard, which could explain the change, she experienced a number of setbacks. 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 only allowed me to buy products that were grown and manufactured in this industry. 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, who previously ran the successful blog The Tig, which she shut down shortly before marrying Harry, is no stranger to sharing lifestyle advice. 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. I’ve been unable to share this with you in the same way for the past few years, but I now can.
Meghan sent samples of the jam to some of her celeb pals who had previously shared their thoughts on Instagram when American Riviera Orchard first appeared last year. And teasing her As Ever products, she explained: “Of course there will be fruit preserve. At this point, I believe we are all clear 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’m eagerly awaiting your views of 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 delighted to introduce you to As Ever, a company I founded with my heart.
” ‘ 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.
As we prepare to launch, I’ll keep sharing behind-the-scenes details with you here, and I’m eager to see what you think of everything we’ve been working on. Sending lots of love…As ever, Meghan”.
Similar to American Riviera Orchard, the new website also has a subscribe button and the tagline “Save Your Seat At The Table” for updates. The logo shows a palm tree with two hummingbirds. The As Ever, which was created in 2022, claims to sell items like tablecloths and napkins as well as candles, spreads, and jewelery in accordance with a patent application.
Since launching her new Instagram account on January 1st, she has used the sign-off As Ever several times, most recently in the Valentine’s Day photo she shared of Harry and her kissing partner.
Meghan’s trademark application for the previous brand name American Riviera Orchard is now being challenged with the new launch. Last September, it emerged her application to have her brand trademark had been rejected. The United States Patent and Trademark Office (USPTO) issued a “nonfinal officer action,” and she was then given three months to respond. Additionally, she was cautioned against submitting a request that her application be rejected.
The owners of the “Royal Riviera” trademark filed a protest against trademarking the brand with the USPTO, which then caused her to encounter another stumbling block. 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.
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Source: Mirror
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