Meghan Markle launches her “As Ever” lifestyle brand with luxury-looking but “affordable” products, while critics question if selling jam and baking mixes is tone-deaf during economic uncertainty.
At a Glance
- Meghan Markle rebranded her lifestyle company from “American Riviera Orchard” to “As Ever” due to trademark issues
- The products are US-made, which Markle claims will shield them from international tariff concerns
- Netflix is a key investor in the brand, with plans for global expansion
- Critics have called Markle’s dismissal of economic concerns “out of touch” with consumers’ financial realities
- Early product reviews have been mixed, with complaints about quality and pricing
Brand Relaunch Amid Trademark Challenges
Meghan Markle’s lifestyle brand has undergone a significant transformation, changing its name from “American Riviera Orchard” to “As Ever” following trademark complications. The U.S. Patent and Trademark Office partially rejected her original application due to similarities with existing brands. This rebranding reflects Markle’s stated interest in cooking and gardening, with products including fruit preserves, honey, and kitchenware. The launch has garnered attention not only for its products but also for the inclusion of a rare photo of Princess Lilibet on the brand’s website.
However, the new name has already generated controversy. A New York City-based clothing brand, also called “As Ever,” claims common law rights to the name since 2015. Mark Kolski, designer of the existing clothing line, confirmed their brand’s established presence, creating potential legal hurdles for Markle’s venture. Additionally, social media users have noted striking similarities between Markle’s new logo and the coat of arms of Porreres, a Spanish town, with Porreres mayor Xisca Mora claiming the logo is nearly identical to their historic emblem.
Economic Concerns and Consumer Reaction
Markle has dismissed worries about how economic headwinds might affect her brand’s success. During a recent interview, she addressed concerns about potential international tariffs and recession fears that could impact consumer spending. Her products, which include $12 jars of raspberry jam and honey, have sold out quickly in limited releases, though some question whether this rapid sell-out was by strategic design rather than genuine demand.
“At the moment, all of our products are currently made in the U.S., so we don’t anticipate tariffs affecting us directly. But as we look at the larger context of how this is going to affect the consumer day-to-day, I’m very grateful that in part of the conception of this brand, I wanted to create products that look more prestige but are more accessible and affordable.” – Meghan Markle
Critics have called her comments tone-deaf, suggesting that her luxury-adjacent products may miss the mark during a time when many consumers are focusing on essentials. Royal commentator Hilary Fordwich noted that while Markle’s tariff comments were accurate, her dismissal of recession concerns showed a disconnect with economic realities facing potential customers. Early reviews of the products have been mixed, with some customers complaining about quality issues, including a viral photo allegedly showing a hair in one jam jar, and criticizing the “runny” texture of the preserves.
Netflix Partnership and Future Growth
A significant aspect of Markle’s brand strategy involves a partnership with Netflix, which is investing in As Ever with aims for global expansion. This collaboration comes as Meghan and Prince Harry’s $100 million Netflix deal approaches its conclusion this year.
The streaming giant reportedly plans to create shopping outlets featuring merchandise from its shows, with As Ever products potentially benefiting from this broader retail strategy. The partnership also includes Markle’s upcoming Netflix series, “With Love, Meghan,” which has faced production delays due to Southern California wildfires.
“Meghan needs to remember that what she’s pushing are ‘wants,’ not ‘needs,'” – Doug Eldridge
Industry analysts have questioned whether a brand centered on nonessential comforts can sustain success during economic uncertainty. Since stepping back from royal duties in 2020 to become financially independent, the Duke and Duchess of Sussex have pursued various business ventures with mixed results. As Ever represents Markle’s most significant solo entrepreneurial effort, showcasing her personal interests while attempting to establish a foothold in the competitive lifestyle brand market where consumers increasingly prioritize value and necessity over aspirational purchases.
