Meghan Markle is taking a bold step with her new lifestyle brand, As Ever, despite facing ongoing trademark hurdles. Just hours after releasing her Netflix show With Love, Meghan on Tuesday, she surprised fans by launching the brand, even though the trademark approval is still up in the air.
While As Ever is set to start selling products in spring 2025, the official website is already live, offering a glimpse of what’s in store. The site describes the brand as “more than a brand – it’s a love language,” and highlights Meghan’s passion for cooking, entertaining, and effortless hosting.
So far, the product lineup includes a collection of herbal teas (lemon ginger, peppermint, and hibiscus), crepe mix, flower sprinkles, shortbread butter cookies with flower sprinkles, limited-edition wildflower honey with honeycomb, and her signature raspberry jam in keepsake packaging.
The launch comes shortly after Meghan’s first in-depth interview in years with People Magazine, where she candidly admitted to struggling with the brand’s trademark process.
“There are tons of twists and turns — even with the name,” she told the magazine, referencing the brand’s previous name, American Riviera Orchard, which had to be scrapped due to trademark restrictions. “I was figuring it out in real-time.”
She also acknowledged making mistakes along the way. “I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that. It’s a learning curve,” she said.
The initial trademark rejection came at the end of 2024 when Meghan was denied rights to the American Riviera Orchard name since it included a geographical location. The switch to As Ever seemed to solve that issue, but another roadblock soon appeared—there were already existing clothing labels under the same name, preventing her from selling apparel under her brand.
Determined to push forward, Meghan filed for a new trademark last month, this time covering bakery goods such as cookie mixes, biscuit mixes, and crepe mixes. These items fall under International Trademark Class 30, which applies to food products.
As of the end of last month, the trademark request was still pending, leaving the question of whether it will be approved in time for the official launch. Despite the hurdles, Meghan seems committed to making As Ever a reality, proving she’s ready to navigate the challenges of entrepreneurship head-on.