Meghan Markle Reflects on Challenges in ‘As Ever’ Brand Launch: ‘Tons of Twists and Turns’

[Social Media]

 

Meghan Markle is embracing the learning process as she navigates the launch of her lifestyle brand, *As Ever*. In a rare interview with *People* published Monday, the Duchess of Sussex, 43, acknowledged that the journey has not been without its difficulties, admitting to making “mistakes” along the way.  

 

Meghan Markle is BANNED from selling clothes under ‘As Ever’ brand due to mix-up with Chinese ‘fast fashion’ firm

Meghan Markle is BANNED from selling clothes under ‘As Ever’ brand due to mix-up with Chinese ‘fast fashion’ firm pic.twitter.com/HDUGRTiQL9

— The Sun (@TheSun) February 24, 2025

 

“I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that,” Markle said. “It’s a learning curve.”  

 

The transition from *American Riviera Orchard* to *As Ever* was one of the more public challenges Markle faced, as trademark issues delayed her business rollout. The change came after the United States Patent and Trademark Office (USPTO) rejected her initial application, citing restrictions on trademarking geographical locations.  

 

“There are tons of twists and turns — even with the name,” Markle told *People*. “I was figuring it out in real time.”  

 

Markle first announced *American Riviera Orchard* in March 2024, but by November, her team had requested a three-month extension from the USPTO to continue the trademark process. However, in February 2025, she rebranded the business as *As Ever*, marking a fresh start for the venture.  

 

While the official launch date of *As Ever* remains unclear, Markle’s brand is expected to offer a range of products, including a signature jam. Speculation suggests that the launch may coincide with the release of her upcoming Netflix series, *With Love, Meghan*, which premieres Tuesday.

 

Despite the rebranding efforts, controversy has followed *As Ever*. A small town in Mallorca, Spain, accused Markle of using a logo similar to its traditional coat of arms. Additionally, a New York-based clothing company, also named *As Ever*, raised concerns over the moniker of her brand.  

In her interview, Markle also shared insights into the personal inspiration behind her brand’s website, which features a photograph of her and her daughter, Princess Lilibet, 3.  

 

“Being able to have my own little girl, as I’ve spent so much of my life championing the rights of girls and women, and to be able to see this as a multigenerational story — Archie is of course included in that, my husband is of course included in that — but I love the heritage feeling of it and knowing this is something that I can create in front of my daughter and teach her what it’s like to be a working mom,” she explained. “This is something that hopefully can be part of her legacy too.”  

 

Markle, a former *Suits* actress, also made it clear that she does not consider herself an influencer.  

 

“I see myself as an entrepreneur and a female founder,” she said. “And if the brand ends up influential, then that’s great.”  

 

As Markle continues to navigate the world of business, she remains focused on building *As Ever* into something meaningful, despite the obstacles she has faced.

 

Based on a report by NYP  2025-03-05

 

 

[JAG]

What a load of self indulgent old cobblers!

[Harrisfan]

Not pretty anymore

[KhunLA]

I wouldn't kick her out bed ... and be happy to help her spend some of her millions of $$$$  😎

 

May have to break my rule about dating someone over 30 yrs old though 

[hotsun]

Dating very difficult for rich and famous guys. All they attract are succubus

[JonnyF]

She is ageing terribly. Got Harry ensnared just in time. Poor bloke. 

 

By twists and turns, she means her own failure to check copyright laws. 

 

I had the misfortune of seeing a clip from "With Love, Meghan". So cringe, I almost felt sorry for her. 

 

 

[PETERTHEEATER]

1 hour ago, Social Media said:

“I see myself as an entrepreneur and a female founder,”

I don't......

[jcmj]

Well she definitely needs to do something to help her income these days. 

[JonnyF]

2 hours ago, Social Media said:

“And if the brand ends up influential, then that’s great.”  

 

It won't. 

[flyingtlger]

[JonnyF]

1 hour ago, hotsun said:

Dating very difficult for rich and famous guys. All they attract are succubus

 

Only if you're a halfwit schmuck like Harry. 

 

His brother didn't have too many problems.

 

[JonnyF]

3 hours ago, KhunLA said:

I wouldn't kick her out bed ...

 

Each to their own. 

 

[ignore it]

Actually kinda watched some of it.

 

Well skimmed through it in a rapid mini binge watch.

 

I encourage you to do the same.

 

It makes you appreciate the curmudgeonly posts and comments on AN.

[Woke to Sounds]

You go girl!

 

So proud of Meghan, especially in these difficult and challenging times.  (welling up a little)

[JonnyF]

3 hours ago, Harrisfan said:

Not pretty anymore

 

Not Markle either.

 

Apparently she thinks her name is Meghan Sussex now.😄

 

https://www.today.com/parents/meghan-markle-last-name-sussex-rcna194543

 

 

I don't think she's quite got the hang of these "title" things.