Meghan Markle’s lifestyle brand, initially known as American Riviera Orchard and later rebranded as As Ever, has faced significant challenges and public scrutiny since its inception. The brand, which aims to offer a range of lifestyle products including fruit preserves, has encountered trademark disputes and criticisms regarding its authenticity.

Trademark Challenges and Rebranding

In early 2024, the United States Patent and Trademark Office (USPTO) rejected Markle’s trademark application for American Riviera Orchard due to inconsistencies in product categorization. Subsequently, the brand faced opposition from the food company Harry & David, which claimed that American Riviera Orchard was too similar to its own brand, Royal Riviera. These challenges led to the rebranding of the lifestyle venture as As Ever.

Product Launch and Public Perception

Following the rebranding, Markle sent 50 jars of limited-edition strawberry jam to select friends and public figures as part of a soft launch. Recipients included celebrities such as Nacho Figueras, Tracee Ellis Ross, and Chrissy Teigen, who shared the products on their social media platforms. This move sparked discussions about potential competition with King Charles III’s own line of strawberry jam, leading to media outlets dubbing it “the battle of the strawberry jams.”

Criticism and Authenticity Concerns

Despite these promotional efforts, As Ever has been criticized for lacking substance and authenticity. Royal experts have pointed out that the brand appears to be more of a glossy facade without a solid foundation. Additionally, reports suggest that Markle has been “upset and stressed” due to the backlash against her brand, which has also affected her relationship with Prince Harry.

Recent Controversy

Adding to the brand’s challenges, recent reports indicate that Markle was spotted purchasing jars of jam from a competitor at a local farmers market. This incident has raised questions about the authenticity and credibility of her brand, especially since it occurred just as reports suggested that As Ever’s jam would soon be sold in Netflix retail stores. Critics argue that this contradiction highlights a growing gap between Markle’s carefully crafted image and the reality of her business operations, casting doubt on the brand’s future prospects.

In light of these developments, As Ever faces an uphill battle to establish itself as a credible and authentic lifestyle brand. The recent controversies underscore the importance of aligning brand image with personal actions to maintain public trust and support.