Meghan Markle is facing a series of challenges with the latest developments in her life.
Returning from the successful Invictus Games hosted by Prince Harry, the former actress was excited about launching her highly anticipated Netflix series, With Love, Meghan.
The cookery show has sparked a mix of large viewership, both positive and negative, for various reasons. Markle jumped on these emotions to propel her business career.
She enthusiastically announced her decision with the struggling lifestyle brand American Riviera Orchard or ARO.
After many challenges, including trademark issues and a lack of staff, Markle concluded that the best option to save her brand was to change the name completely.
The world was introduced to “As Ever,” a brand Markle hoped would reflect her enduring passion for cooking, crafting, and gardening.
In a heartwarming homemade video, Markle unveiled the name with the help of her adorable little girl, Princess Lilibet, adding a personal touch to the announcement.
She shared a lengthy message, sharing the idea and symbolism behind As Ever. Markle took a slight dig at King Charles III by mentioning the ongoing competition between his Highgrove Organic Strawberry Preserve and ARO’s products.
Markle said: “The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long. My show is coming out in two weeks, which I’m so excited about. And also my business, which I think there has been a lot of curiosity about. Last year, I thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood, a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.”
Markle continued: “Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called “As Ever.”
She went on to say: “As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking, crafting, and gardening — this is what I do. And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.”
Markle took a slight dig at King Charles by mentioning the war of jams between him and ARO. The King‘s Highgrove Organic Strawberry Preserve was sold out within minutes of Markle’s first announcement of 50 jars of her homemade strawberry jam, which she sent to close friends and family.
Markle looked into the camera to announce: “Of course, there will be fruit preserves; we’re all clear that jam is my jam. But there are so many more products that I just love, and now it’s time to share them with you. So I can’t wait for you to see it. Thanks, guys!”
Just when everything seemed to be going smoothly, a company named As Ever unexpectedly pulled Meghan Markle from her launching pad.
In his message, businessman Mark Kolski hints that As Ever is not going anywhere despite not registering its trademarks.
He said: “Wow, and hello. I want to thank all the old friends who know and love our small family brand As Ever, and also say hi to all those who have just become aware we exist. In the last 36 hours, there has been an outpouring of support and concern regarding recent events around our namesake brand. We are aware. We are not affiliated.”
Kolski shared that the clothing brand was launched in 2015 after he had the idea to rework “vintage military attire into signature tanker pants for his wife.”
He added: “It’s 2025. We are grateful to still be here making clothing in New York & New Jersey. We are grateful to all the customers, coast to coast and worldwide, who have supported our venture. We will continue As Ever.”
The confusion is another setback for Markle and Prince Harry. As they watch all this unfold from London, King Charles and the rest of the Royal Family hold hope, wishing Meghan and Prince Harry’s success.
His Majesty wants Prince Harry and his wife to win because he wants them to remain financially independent. He is not interested in another high-profile project that will overshadow his work for the monarchy or cause further controversy within the family.
Richard Eden, editor of the Daily Mail Diary, Eden Confidential, revealed: “Courtiers tell me that members of the Royal Family actually hope the American duchess’s eight-part series will be a hit when it is released. Everyone wants it to be a success. And that’s because, if it is, she and Harry won’t need to exploit their royal connections again.”
In a tongue-in-cheek dig, the royals are hopeful that Markle will find a way out of this jam.
