Meghan Markle's new lifestyle brand, As Ever, has run into fresh trademark troubles just weeks after the Duchess of Sussex announced its rebranding. The United States Patent and Trademark Office (USPTO) flagged several issues with Markle's application, including unsigned documents and vague product descriptions, forcing the duchess to address the errors or risk abandonment of the trademark.
Earlier this year, Markle revealed she had dropped her previous brand name, American Riviera Orchard, following trademark challenges. She unveiled As Ever in a social media video filmed by Prince Harry in the garden of their Montecito, California home. The Duchess shared: "The cat's out of the bag. I'm shocked we've kept this a secret for so long."
However, trademark filings reveal that Markle's team failed to sign the application for As Ever, meaning the trademark could not be "properly verified." The USPTO also requested clarification on certain items listed, such as "spoons serving jams and fruit preserves," and asked that all goods and services be listed according to their international class numbers.
Meghan now has three months to respond to the USPTO's notice to keep her trademark efforts alive. Despite the procedural setbacks, the agency confirmed no other existing trademarks would block registration of As Ever.
The latest hiccup echoes past trademark missteps by Markle. Reports indicate she made similar errors with trademark applications for her defunct lifestyle blog, The Tig, and for Archetypes, the title of her short-lived Spotify podcast.
Trademark complications have followed the Duchess since she initially filed to trademark American Riviera Orchard. That name drew objections from Harry & David, the American food company that owns the "Royal Riviera" trademark, prompting Markle to pivot toward As Ever.
The rebranding hasn't entirely shielded her from controversy. In Spain, the Mayoress of Porreres, Xisca Mora, accused Markle's As Ever logo-a palm tree flanked by two hummingbirds-of being strikingly similar to the town's heraldic coat of arms, which dates back to 1370. Mora told Spanish publication El Pais, The reproduction is ”part of the idiosyncrasy of Porreres, of its heritage and cultural identity." Although the town does not plan to sue, it has requested that the logo be removed.
A New York-based vintage clothing brand also operates under the name As Ever. However, it confirmed that it does not hold a trademark on the name, clearing at least one obstacle for Markle's application.
Meghan launched As Ever in tandem with her new Netflix project, "With Love, Meghan," which debuted in early March. Netflix is not only a production partner for her show but also reportedly a business partner in the brand.
The As Ever product line currently includes items such as wildflower honey, herbal teas, raspberry spreads, edible flower petals, and boxed mixes for shortbread cookies and French-style crepes. No pricing details have been released yet.
On the brand's website, As Ever is described as "more than a brand - it's a love language." It continues: "Created by Meghan, Duchess of Sussex, As Ever welcomes you to a collection of products, each inspired by her long-lasting love of cooking, entertaining, and hostessing with ease."
Speaking on her decision to change the brand's name, Markle said: "Last year, I had thought, 'American Riviera,' that sounds like such a great name. It's my neighborhood; it's a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area." She added that As Ever reflects her broader ambitions, stating, "'As Ever' essentially means as it's always been."
