Additional Coverage:
- Meghan Markle faces new trademark blow as she’s told to ‘amend’ application for brand (irishstar.com)
Meghan Markle’s Lifestyle Brand, “As Ever,” Faces Trademark Troubles
Meghan Markle’s new lifestyle brand, “As Ever,” is encountering some early hurdles. After dropping her original name, “American Riviera Orchard,” due to trademark difficulties, the Duchess of Sussex is now facing new challenges with her rebranded venture.
The U.S. Patent and Trademark Office has requested revisions to the “As Ever” application, citing missing signatures and a lack of specificity regarding the products to be sold.
Markle has been asked to provide more detail, down to the types of spoons intended for use with her product line. While these issues are not insurmountable, the Duchess has a three-month window to rectify them or risk her application being dismissed.
Adding to the complexity, the logo for “As Ever,” featuring a palm tree and two hummingbirds, has drawn criticism from the Majorcan town of Porreres, Spain. The town’s mayor, Xisca Mora, claims the logo closely resembles the town’s coat of arms, dating back to 1370, and has called it a “complete copy,” raising concerns about cultural appropriation.
While legal action appears unlikely, the mayor is pushing for the logo’s removal. Markle’s team reportedly conducted extensive trademark searches prior to the logo’s unveiling.
Meanwhile, a New York clothing line using the same “As Ever” name has confirmed it does not hold the trademark.
The Duchess launched her brand last month, revealing a range of products including jams, teas, and baking mixes, described as inspired by her love of cooking and entertaining. The brand website describes “As Ever” as “more than a brand – it’s a love language.” The Duchess will need to resolve these trademark issues quickly if she hopes to translate that love language into a successful business venture.