Trademark Battle Ends in Abandonment: Meghan Markle’s American Riviera Orchard Rebrands to “As Ever”

A name can define a legacy, but securing it legally is a challenge of its own. With the recent release of her Netflix series, Meghan Markle has invited the world into her kitchen, her garden, and her passion for all things home and lifestyle. The show highlights her love for hosting, cooking, and intentional living - all things that naturally align with her latest business. Though the series exudes effortless elegance, behind the scenes, a legal storm has been brewing.

A royal venture meets legal resistance

When Meghan Markle subtly launched American Riviera Orchard in March 2024, it sparked excitement. The brand, which reflects privacy and exclusivity, offers a range of wellness products, unique cuisine, and upscale household goods. The launch was soft but not silent. Meghan initially distributed 50 jars of her limited-edition, homemade strawberry jam to selected celebrities like Kris Jenner, Chrissy Teigen, and Mindy Kaling, which established a solid foundation for a much-awaited product line, but the excitement was quickly short lived.

Meghan’s brand filed a trademark application for American Riviera Orchard in early 2024, but after carefully reviewing it, the United States Patents and Trademark Office (USPTO) did not approve it. What began as an exciting, hopeful journey took an unexpected turn after this legal setback. The USPTO expressed concerns about the broad scope of the trademark and the name’s association with Santa Barbara, a place that is popularly known as ‘American Riviera’.

As if that wasn’t enough, Harry and David, a major food brand - challenged this trademark, citing that it was very similar to Royal Riviera, an already existing name they use in marketing their signature foot items. What was supposed to be a simple transition from the royal limelight to a major retail player turned into a full on legal battle, forcing Meghan to face yet another public controversy.

The decision to rebrand

This challenge isn’t unique; many entrepreneurs face trademark disputes when securing a name. Kylie Jenner Cosmetics encountered the same legal trouble when they first attempted to trademark "Kylie" as a standalone name. Australian musician Kylie Minogue opposed the move, arguing she had been using the name long before Jenner. This led the brand to adjust its name.

Similarly, instead of engaging in a prolonged legal fight, Meghan’s team made the strategic decision to rename the lifestyle brand As Ever. After a year-long setback, the American Riviera Orchard trademark application was officially withdrawn, despite the brand already surpassing half a million followers on Instagram. The ‘As Ever' brand still maintains the same lifestyle roots with the focus remaining on home, food, and lifestyle.

The importance of getting it right from the start

This rebrand collided with Meghan’s Netflix series premiere, gaining a widespread buzz. Was this a coincidence or strategy? Regardless, it has proven Meghan’s ability to adapt in an unpredictable business environment.

After the launch, Meghan admitted that the journey had its “twists and turns” and acknowledged that she had made mistakes along the way. While her team was able to resolve their challenges, this highlights a key lesson for entrepreneurs - securing a trademark is easier said than done, and working with professional trademark attorneys is essential. It helps get it right from the beginning and navigate potential challenges. Whether you are building a small business or a global empire, filing a trademark application is not just about compliance - it's about securing your brand's legacy and growth.