Meghan Markle, the Duchess of Sussex, has broken her silence on the controversy surrounding her new lifestyle brand, As Ever, and the inclusion of her daughter, Princess Lilibet, in its promotional imagery. In an interview with People published Monday, Markle addressed the challenges she faced during the brand's development, admitting to mistakes and revealing the personal significance behind her decision.
"I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that," Markle said. "It's a learning curve."
Markle originally announced the brand under the name American Riviera Orchard in March 2024, but trademark issues forced her to pivot. The U.S. Patent and Trademark Office (USPTO) rejected the initial application, citing restrictions on trademarking geographical locations. After filing for an extension in November, she officially rebranded as As Ever on February 18. "There are tons of twists and turns-even with the name," she said. "I was figuring it out in real time."
Everything Meghan Markle says about kids Archie and Lilibet in Netflix show, from family vacations to ‘bumps and bruises’ https://t.co/lmJBQocJif pic.twitter.com/zYWJ9BffRA — Page Six (@PageSix) March 4, 2025
The launch, however, has been met with further scrutiny. A small town in Mallorca, Spain, accused Markle of copying its traditional coat of arms for the brand's logo, while a New York-based clothing company with the same name raised concerns about her brand's moniker. The Duchess has yet to comment on these allegations, though her legal team is reportedly addressing them.
One of the most talked-about aspects of As Ever is the use of a photograph featuring Markle walking hand-in-hand with Lilibet, 3, in their garden. Given Prince Harry and Markle's long-standing commitment to protecting their children's privacy, the move surprised some observers. Markle defended her choice, explaining that she wanted to showcase her role as a working mother and create something that could be part of her daughter's legacy.
"Being able to have my own little girl, as I've spent so much of my life championing the rights of girls and women, and to be able to see this as a multigenerational story-Archie is of course included in that, my husband is of course included in that-but I love the heritage feeling of it," Markle said. "This is something that hopefully can be part of her legacy too."
The Duchess also shed light on her daily life with her children, revealing details about their morning routine. "I love making breakfast for my family," she shared. Her son Archie, 5, enjoys surprise pancakes, while her husband and son favor fried eggs and bacon.
Friends of Markle have described her as a patient and involved mother, particularly during school drop-offs. "If they procrastinate and don't want her to leave, she takes time, letting them show her their artwork," a close friend said.
Despite the setbacks, Markle remains focused on her vision for As Ever, which is expected to include home goods and a signature jam. While no official launch date has been announced, the rollout is likely to coincide with the release of her new Netflix series, With Love, Meghan, set to premiere Tuesday.
In response to critics labeling her an influencer, Markle emphasized that she sees herself differently. "I see myself as an entrepreneur and a female founder," she said, "and if the brand ends up influential, then that's great."
