Meghan Markle runs into fresh trademark troubles in blow for new lifestyle brand

Meghan Markle previously revealed that her new lifestyle brand will be called As Ever after ditching the American Riviera Orchard name – but it seems she has another headache when it comes to the trademark

Meghan is launching new lifestyle brand, As Ever

Meghan Markle has faced yet another stumbling block when it comes to the launch of her lifestyle brand, thanks to more trademark issues. Earlier this year, the Duchess of Sussex revealed she was axing its previous name, American Riviera Orchard, in favour of As Ever.

Meghan had suffered a series of setbacks when it came to trademarking the name American Riviera Orchard, which may have prompted the dramatic switch. However, it has now emerged that she has been told to amend an application for the trademark for As Ever due to a series of errors. Documents show that the As Ever trademark could not be verified as it had been left unsigned.

Meghan in her Netflix show With Love, Meghan

Meghan has also been asked to clarify various items she wants to offer including “spoons serving jams and fruit preserves”. But, despite the errors that need to be corrected, the US Patent and Trademark Office says no other trademarks would bar As Ever from being registered.

Documents say that Meghan now has three months to respond to the trademark office to stop her attempts to register As Ever from being abandoned – but she has already submitted the information required by the trademark office. The Duchess announced her new brand last month. The logo features a palm tree, which is understood to be a nod to Prince Harry and Meghan’s home in California, as well as two hummingbirds, which are thought to be a favourite of the Duke of Sussex.

However, fury broke out as the Mayoress of Porreres, a town on the Spanish island of Majorca, claimed the branding was strikingly similar to its coat of arms. To add to Meghan’s brand headache, now the mayor of the town, Xisca Mora, has gone as far as saying the logo is a “complete copy”.

Mayoress Ms Mora told Spanish publication El Pais that the town’s heraldic coat of arms dates back to 1370 and its reproduction is “part of the idiosyncrasy of Porreres, of its heritage and cultural identity”.

The flower sprinkles Meghan uses in the show are also part of the product line

She admitted they are not in a position to sue for plagiarism but said they are calling for the logo to be removed. The Mirror understands that as part of the process of creating the logo, Meghan’s team conducted “comprehensive” global searches of registered trademarks.

There is a New York clothing brand also called As Ever, but it admitted it did not hold the trademark for the name. Meghan revealed her new brand’s name last month in an Instagram video that appeared 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 limited me to things that were just manufactured and grown in this area. 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”. Last month, Meghan sent her first-ever newsletter for As Ever and revealed her products, including a raspberry spread and edible flower petals, none of which yet have prices.

As well as the jam spread and flower petals, other products in the line include limited-edition wildflower honey with honeycomb and herbal teas in hibiscus, peppermint, and lemon ginger flavours. There is also pre-made French-style boxed crepe mix and shortbread cookie mix with flower mix, both recipes which Meghan makes on the show.

The As Ever site reads: “As ever is more than a brand – it’s a love language. 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. This curated collection has been crafted to elevate your every day and inspire moments of joy.”