Meghan Markle has officially rebranded her lifestyle company from American Riviera Orchard to As Ever, citing complexities and trademark challenges as key reasons for this decision. During a podcast episode, she reflected on the difficulties of her original brand name, which had become overly complicated. With the rejection of her trademark application by the US Patent and Trademark Office and opposition from rival Harry & David, Markle found a clearer, more personal direction for her brand. As Ever debuted in February 2024, aligning with her vision and preferences.
I had secured As Ever as a name in 2022, and then as everything started to evolve last year, and bringing in a partner the size that it was, and it was just so interesting.
Because you remember, I said, 'I like American Riviera as an umbrella,' and then be able to have verticals beneath it. And maybe have the 'Orchard' really small. But when that's not feasible... suddenly it became this word salad.
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