Meghan Markle's lifestyle business, As Ever, has encountered another obstacle as it has been revealed that she has still not secured a trademark for the company, two years after its initial launch. The brand, originally named American Riviera Orchard, faced rejection from the US Patent and Trademark Office (USPTO) over trademark issues, prompting a rebrand to As Ever in early 2025.
Extension Granted for Trademark Application
According to Daily Mail Diary Editor Richard Eden, Meghan has just been granted her second six-month extension to complete her trademark application, as the request remains pending. A legal document accompanying the extension states: "Applicant's second request for Extension of Time to File a Statement of Use has been granted. Applicant must continue to file extension requests every six months... until a Statement of Use is filed, or the USPTO will abandon the application."
The initial trademark application for American Riviera Orchard was declined because geographic locations cannot be trademarked for commercial purposes, forcing the Duchess of Sussex to rename her venture. The USPTO listing for American Riviera Orchard is now described as "Withdrawn/Abandoned," but the full details of Meghan's original plans remain publicly visible under the goods and services subheading.
Expansive Product Plans Revealed
Despite having already launched products such as fruit spreads, flower sprinkles, wine, and candles, the trademark application reveals even more ambitious plans. Meghan submitted her application with intentions to create a brand encompassing gardening tools, decorative home items like string lights, lanterns, candles, and diffusers, stationery and giftware, cookware, pet accessories including pet food and dog collars, pillows, bedding, yoga mats, and store cupboard essentials such as tea, coffee, and spices.
The brand has faced widespread criticism for its high prices, although much of its stock sells out within hours of each launch. This latest hurdle adds to ongoing scrutiny of Meghan's business ventures.
Questions Over UK Visit
The trademark setback comes amid questions about whether Meghan will join Prince Harry on his upcoming return to the UK. A spokesperson for the Duke and Duchess of Sussex confirmed that Harry's visit will proceed as planned, with no changes to the itinerary. He is set to attend One Year to Go events for the Invictus Games in Birmingham.
The statement indicated that Harry hopes to bring his wife and children as initially planned, with the spokesperson adding that Harry is "continuing to look at every available option" to "enable the visit to proceed safely" after his recent bid for enhanced security provisions in the UK was declined.
