5 worrying blows Meghan Markle's new brand has already faced - from 'crisis pivot' to logo backlash
The renaming of Meghan's business has been described as a "crisis pivot"Meghan Markle relaunched her lifestyle brand this week with a new name, As Ever. But it seems the change is already facing criticism and setbacks.
In an Instagram video, Meghan explained the latest update on her new business – which was created in 2024. No longer called American Riviera Orchard, the duchess has decided to now call her brand As Ever.
But it hasn’t been smooth sailing since the announcement, as Meghan has faced multiple setbacks and has been heavily criticised for her latest “crisis pivot”.
So, let’s have a look at all the setbacks she has faced since the announcement.
1. Meghan Markle forced to make ‘crisis pivot’ with new brand
In the latest reaction, royal commentator Kinsey Schofield told GB News that Meghan’s “rebrand rescue” is a huge “business ploy”.
Kinsey explained: “The As Ever landing page is just an email collection web page. Which is exactly what American Riviera Orchad has been for almost a year now. So she was clearly unable to get the trademark for American Riviera Orchard.”
As for why Meghan, 43, made the decision to announce her new brand now, Kinsey believes it was a “crisis pivot” to help her as her Netflix show “premieres in two weeks”.
View this post on Instagram
2. Duchess of Sussex ‘struggling to sell products’
Kinsey also claimed that Meghan is yet to sell anything from her new brand. But noted that that doesn’t mean specific people haven’t received products.
She said: “It has sold nothing. She gave some jam to Chrissy Teigen, Kris Jenner. A couple of celebrities posted about it on Instagram. But it has sold absolutely nothing.”
3. Meghan’s As Ever logo faces backlash
Meanwhile, the logo choice for Meghan’s new brand has come under fire. Fans have called out the apparent similarities between the As Ever logo and the Coat of Arms of Porreres in Majorca, Spain.
Both designs feature a palm tree and a bird either side. However, the colours are different as is the type of birds used.
Francisca Mora Veny, the mayor of Porreres, told MailOnline: “We are still a bit shocked, we thought it was fake news at first, we didn’t know what was happening. Then loads of newspapers and media started calling us and we realised it was serious.”
She then called for Meghan’s team to change the logo.
However, according to The Sun, the logo for As ever was drawn up after a “comprehensive global searches of registered trademarks”.
4. Clothing brand speaks out on Meghan’s As Ever name
In another blow, Meghan’s business shares the same name as a clothing brand – and the owner has spoken out.
There seems to be a New York-based clothing shop that is called As Ever. And owner Mark Kolski has spoken to The Sun this week about the royal business move.
He explained that while he may want to take action, he doesn’t think he has the resources to do so as Meghan has the money and backing from Netflix.
This has to be perfect for it to have longevity and last.
The 58-year-old said: “I’m a very small business. It’s a family-run operation. I am essentially a one man band. This new venture has the power and money of Netflix behind it.”
However, although Mr Kolski doesn’t own the trademark for the name, he does think he has common law rights to sell clothing.
At this time Royal Insider understands that there are no plans for Meghan’s brand to sell clothing, as it’s lifestyle based.
5. Meghan Markle brand is ‘make or break’
Royal Insider exclusively reported that Brand and Culture expert Nick Ede warned the business move is “make or break” for Meghan.
He told us: “You only get one chance to make a good impression. And this has to be perfect for it to have longevity and last. It’s an investment that needs to be made. Changing the name so publicly will be the start she won’t have wanted.”
However, Nick worries that with her upcoming Netflix show, With Love, Meghan, people may not be likely to want her lifestyle.
He added: “We will only know when the show airs in a few weeks. But all eyes will be on whether it creates a call to action for consumers.”
What do you think of the new Meghan Markle brand? Let us know by leaving a comment on our Facebook page @RoyalInsiderOfficial. We want to hear your thoughts!
