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Meghan Markle’s ongoing trademark saga
Meghan Markle, the Duchess of Sussex, is once again in the spotlight for trademark issues as she gears up for the launch of her lifestyle brand, As Ever. The brand, which was previously known as American Riviera Orchard, has faced a series of setbacks that have raised eyebrows and questions about its future.
Despite her high-profile status, the former actress is encountering challenges that many entrepreneurs face when navigating the complex world of trademarks.
Legal complications with the USPTO
According to reports, the United States Patent and Trademark Office (USPTO) has flagged several issues with Markle’s application.
One of the primary concerns is the vague description of her inventory, which includes items like “spoons, serving jams, and fruit preserves.” The USPTO has requested that she clarify these descriptions and categorize her goods by their international class number.
Most notably, Markle has been reminded that her application must be properly signed to be considered valid. This oversight is not new for the Duchess, as she previously faced similar issues when attempting to trademark her now-defunct lifestyle blog, The Tig, and her short-lived Spotify podcast, Archetypes.
Challenges from competitors and legal threats
The road to launching As Ever has been anything but smooth. In September 2024, Markle’s initial application was rejected due to the USPTO’s policy against trademarking geographical names. Additionally, rival brand Harry & David filed a protest, claiming that As Ever is too similar to their “Royal Riviera” product line.
As if that weren’t enough, Markle is also facing potential legal action from a small Spanish town, Porreres, which alleges that her brand’s logo closely resembles its coat of arms. Although the town’s mayor has expressed concerns about the logo’s similarity, he has also stated that they lack the financial resources to pursue legal action against the Duchess.
Future of As Ever
Despite these challenges, Markle’s team remains optimistic. They have characterized the USPTO’s feedback as routine and expected when filing for trademarks. As Ever has yet to announce an official launch date, but the brand’s journey has already been marked by significant hurdles. With a name change and ongoing legal scrutiny, it remains to be seen how Markle will navigate these issues and whether As Ever will ultimately succeed in the competitive lifestyle market.
