Meghan Markle Addresses the Brand Name Controversy
In a recent episode of her podcast “Confessions of a Female Founder,” Meghan Markle, the Duchess of Sussex, publicly addressed the controversy surrounding her decision to rename her lifestyle brand from “American Riviera Orchard” to “As Ever.” Markle explained the reasons for the name change, emphasizing a combination of practical trademark issues and personal dissatisfaction with the initial branding.
The original name, “American Riviera Orchard,” was intended as an umbrella concept, under which various smaller brands and verticals could be developed. However, Markle acknowledged that this initial idea eventually evolved into what she described as a “word salad,” creating confusion rather than clarity. The terms “American Riviera” in particular posed practical challenges, as it indirectly referenced Santa Barbara, California, known colloquially by that nickname.
Markle revealed in the podcast that she had already secured the name “As Ever” as early as 2022, anticipating a possible rebrand long before the official launch. Trademarking issues further complicated the original name choice when the United States Patent and Trademark Office (USPTO) flagged concerns that the geographical nature of “American Riviera” was too broad and unspecific. The USPTO indicated that the name overlapped with multiple trademark categories, complicating the approval process significantly.
“The initial branding was something I thought would be an easy umbrella for different kinds of products, but it became apparent quickly that it was not as straightforward as we hoped,” Markle stated during her podcast conversation.
Ultimately, Markle and her team considered these trademark hurdles as standard and anticipated scenarios. They proceeded to request an extension from the USPTO, allowing additional time to refine the brand’s core identity, which facilitated the eventual unveiling of “As Ever.”
Launch Details and Insights from the Podcast
The third episode of Markle’s podcast featured celebrity hair colorist Kadi Lee, co-founder of the “Highbrow Hippie” salon and haircare brand. The conversation provided insights into entrepreneurship, branding, and the challenges women face in launching successful business ventures. Markle, who reportedly invested in Lee’s successful brand last year, used the episode as an opportunity to candidly discuss her own branding struggles and successes.
Explaining her decision, she mentioned enjoying the quiet period afforded by the rebranding process, indicating that it allowed her and her team the privacy and space required to fine-tune their business strategy without extensive public scrutiny. She found this reflective period especially beneficial given her public profile and heightened media attention.
“It was nice to have a quiet period where we could just build our brand without everyone watching our every move,” Markle explained to her podcast audience.
“As Ever,” introduced to the public in February 2025, resonated strongly with Markle’s vision for clarity and simplicity. According to initial reports, the brand’s debut product collection rapidly sold out, underscoring consumer interest and demand.
The podcast series, produced in collaboration with Lemonada Media and titled “Confessions of a Female Founder,” aims specifically to discuss practical business advice framed within casual, accessible conversations. Markle hopes to inspire listeners by discussing her personal experiences candidly and offering relatable insights on entrepreneurship.
Broader Context of Markle’s Entrepreneurial Journey
Meghan Markle’s entrepreneurial journey follows her stepping back from official roles within the British royal family alongside her husband, Prince Harry. Since relocating to the United States, the couple has actively pursued various media and business ventures, including production deals with major streaming platforms like Netflix and Spotify. Markle’s ability to leverage her global profile and draw significant attention to her projects has remained a central element of her business strategy.
Trademarking issues, similar to those encountered with “American Riviera Orchard,” are common occurrences in the branding process, particularly for high-profile celebrities launching lifestyle brands. Industry experts often advise celebrities to expect and prepare for such obstacles, viewing them as standard challenges within the broader context of high-level entrepreneurship.
Trademark regulations in the United States tend to be specific regarding geographical names, aiming to prevent unfair monopolization of place-associated identities. The rejection of Markle’s initial brand name by the USPTO aligns with established legal precedents and trademark practices, which hindered earlier plans.
“Trademark laws, particularly around geographical names, exist to maintain fairness and specificity, reducing ambiguity in the marketplace,” noted an intellectual property attorney familiar with celebrity branding issues.
“As Ever” symbolizes Markle’s pivot toward a more concise and impactful brand identity, crucial in the highly competitive lifestyle market. This rebranding effort is viewed by brand strategists as a strategic move to secure long-term market viability and stronger intellectual property positioning.
As Markle continues to develop her professional portfolio, including her Netflix series “With Love, Meghan,” the successful rebranding to “As Ever” offers valuable insight into navigating complex trademark laws and the importance of clarity and public resonance in entrepreneurial branding. Markle’s openness regarding these business decisions continues to provide an informative glimpse into the challenges of entrepreneurship, especially within the public eye.