Meghan Markle recently announced a change in the name of her company from American Riviera Orchard to As Ever.
The Duchess explained that the former title restricted her to selling only American-made products. GB News anchor Eamonn Holmes has now weighed in on the matter, questioning why Meghan chose “such a rubbish name in the first place”.
Especially coming as Meghan is reportedly facing trademark issues. Further complications have arisen for Meghan as the logo she selected for her brand bears a striking resemblance to Majorca’s coat of arms, potentially leading to a legal dispute.
Former royal butler Grant Harrold joined Eamonn and co-host Ellie Costello on their show to discuss the duchess’s latest predicament. He commented: “It is a bit of a disaster for her. The town said she is probably going to fight her on this.”
Ellie suggested that the Sussexes’ frequent rebranding could indicate they are “struggling to find” their identity post-royal life, reports the Express. Meghan addressed these changes to her company, which will be featured in her upcoming Netflix documentary.
She expressed her excitement, saying: “I’m thrilled to introduce you to As Ever – a brand that I created and have poured my heart into.”
She further explained the meaning behind the new name: “‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me.”
She continued, expressing enthusiasm for her upcoming project: “This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish – food, gardening, entertaining, thoughtful living, and finding joy in the everyday.”
Excitedly, she promised more insights as her new venture approaches: “I will keep sharing behind-the-scenes tidbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love..”
The newly unveiled As Ever website features a photograph of rarely-seen daughter Lilibet. The rebranding comes after a previous trademark application for American Riviera Orchard was not approved last March, resulting in a three-month timeframe to amend it.
Originally, the trademark registration encompassed cookbooks, table linens, cutlery, jams, jellies, nut butter, with a wider international filing also including stationery, garden tools, lighting, tote bags, and pet accessories.
In tandem with reimagining her lifestyle label, the Duchess of Sussex has adopted “As Ever” as her distinctive closing phrase on Instagram. Since debuting her personal @meghan profile on January 1, Meghan has concluded most of her social media updates with either “As Ever, Meghan” or just “As Ever, M.”
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Her first public use of the term came on January 2, in a post heralding her forthcoming Netflix lifestyle series titled ‘With Love, Meghan.’ Initially slated for a January 15 release, the eight-part series experienced a delay to March 4 due to the catastrophic wildfires ravaging parts of Los Angeles.
The royal used the same sign-off in multiple posts, including her announcement about the death of her cherished dog Guy, a touching surprise gift of Billie Eilish merchandise to a teenager who lost their home in the fires, and a sentimental Valentine’s Day tribute to Prince Harry while he was away for the Invictus Games in Vancouver Whistler.