Meghan Markle Admits to Making ‘Mistakes’ in Launching As Ever Lifestyle Brand

Meghan Markle is no stranger to public scrutiny, and her latest venture into the world of entrepreneurship has been no exception. The Duchess of Sussex, who resides in California with her family, recently opened up about the rocky road she faced while launching her lifestyle brand, now called As Ever.

Back in March 2024, Meghan debuted the brand under the name "American Riviera Orchard" with glossy teasers on Instagram featuring her celeb friends Chrissy Teigen and Mindy Kaling showing off her signature jams. But the project soon hit a major snag. Trademark issues halted progress, and it seems the name "American Riviera"—a nickname for Santa Barbara—didn’t sit well with the U.S. Patent and Trademark Office. Adding "Orchard" didn’t do much to sway them either. Ouch.

"There are tons of twists and turns – even with the name," Meghan shared with People magazine in a recent interview. She candidly admitted, "I was figuring it out in real time." Her reflections on the experience were refreshingly human: "I appreciate everyone who gave me the grace to make mistakes and figure it out... It’s a learning curve."

The initial rejection wasn’t the only hurdle. In October, food and gift retailer Harry & David protested, arguing that "American Riviera Orchard" was too close for comfort to their "Royal Riviera" product line. Meghan’s legal team had to request multiple extensions to keep the dream alive, but by February 2025, she’d pivoted to a new name—As Ever.

The revamped brand is set to launch products this spring, including Meghan’s signature jam, through its official website. Her Instagram following of over 2 million is already abuzz with anticipation. Oh, and there’s more: Meghan’s new podcast with Lemonada Media is also dropping soon, proving she’s keeping herself plenty busy.

This isn’t Meghan’s first foray into the lifestyle space. Back in 2014, before she became a duchess, she ran a blog called The Tig, which she described as her creative haven. She shut it down in 2017 as her relationship with Prince Harry grew more serious. Reflecting on that decision, Meghan said, "I loved The Tig, but I certainly love my husband more. That was a choice I made at the time, and I wouldn’t change that for a second."

Now, with Harry cheering her on, Meghan seems to be rediscovering her entrepreneurial spark. "It’s almost like a honeymoon period again," she remarked, describing the joy of returning to her creative roots. "This is who I’ve always been." But don’t call her an influencer—Meghan prefers the title of "entrepreneur and female founder." Fair enough.

Meanwhile, Harry has been a supportive figure in the background, making only a brief appearance in Meghan’s latest Netflix series, With Love, Meghan, set to premiere March 4. The eight-episode show focuses on personal stories, recipes, and collaborations with friends and chefs—far removed from royal drama. Meghan’s angle is clear: she’s carving out her own identity, one jam jar and podcast episode at a time.

The Duke and Duchess of Sussex stepped back from royal duties in 2020 and now live in Montecito, California, with their two children, Prince Archie, 5, and Princess Lilibet, 3. While they’ve faced their share of controversies and challenges, Meghan seems determined to embrace her new chapter with resilience and creativity.