Meghan relaunches lifestyle brand following trademark setback​on February 18, 2025 at 11:09 am

The brand, she said, was a return to her lifestyle blogging days, adding: “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 and 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.”

Meghan, who left the working royal family in 2020, did not acknowledge the lengthy trademark problems she had experienced with the company’s original name, including that its trademark application was refused a few months after its launch, prompting the high-profile U-turn.

However, As Ever has not yet been successfully trademarked either, with the application showing as “accepted” on the US office but “not yet assigned to an examiner”.

The duchess said she would again be selling fruit preserves as part of her new brand, joking: “I think we’re all clear at this point that jam is my jam”.

She said: “But there are so many more products that I just love, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks guys!”

In a written message released alongside the video, the duchess added: “This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish – food, gardening, entertaining, thoughtful living, and finding joy in the everyday.

“I will keep sharing behind the scenes titbits with you here as we ramp up to launch, and I can’t wait for you to get your hands on everything we’ve been creating. Sending lots of love… As ever, Meghan.”

A webpage for Meghan’s new brand has also been launched, depicting her in the kitchen holding a mixing bowl. Across the centre of the page are the words As Ever, followed by “est 2024” and the tagline: “Save your seat at the table.”

That phrase dates back to Meghan’s pre-royal life, with the duchess using it during an International Women’s Day speech in 2015. She said then: “Women need a seat at the table, they need an invitation to be seated there, and in some cases, where this is not available, they need to create their own table.”

The website’s holding page features a picture of Meghan strolling across a grassy field with her three-year-old daughter, Princess Lilibet. Both are barefoot and wearing white.

The asever.com domain is eventually expected to link to a Shopify store. The site was created by Article, the Canadian agency that designed the short-lived Sussex.com website. Meghan has worked with the company for years.

With Love, Meghan, will launch on March 4 after being delayed by the Los Angeles fires.

As Ever is expected to be rolled out alongside the broadcast of the “at home-style” show. A new trademark application for As Ever was lodged in September, just days after the ARO application was rejected.

Its logo features two hummingbirds under a palm tree, while the lettering is in a stylised font reminiscent of Meghan’s calligraphy.

The application was made by the same Pennsylvania law firm behind the ARO application. Much like the original, it covers a vast range of products from tableware and gardening tools to wine bags, bird houses, butters, jellies and chocolates.

There is one notable addition – edible dried flowers in various forms, including sprinkles, which the Duchess uses liberally in her new Netflix show.

Last September, the duchess suffered a setback when the US patent and trademark office refused the application for ARO, warning that businesses could not trademark geographical locations.

It noted that American Riviera was nickname for Santa Barbara and said the addition of the word Orchard made little difference.

The office also warned that the descriptions of the products could fit into multiple trademark categories, stating that “cocktail napkins” could be paper or textiles, while “cooking utensils” could be manual or electric.

It highlighted an example of another Santa Barbara company using the term American Riviera to sell a specific candle, as well as several web pages demonstrating that Santa Barbara was widely known as the American Riviera.

The office also warned that the cursive ARO logo, thought to have been designed by Meghan, was unclear, as the letter O was either “not clearly visible or highly stylised that it is unrecognisable as a letter”.

The Sussexes’ office said at the time that such setbacks were “routine and expected” when filing for trademarks.

The London Telegragh