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type="application/ld+json">{"@context":"http://schema.org","@type":"NewsArticle","author":{"@type":"Person","name":"Victoria Ward"},"dateModified":"2025-02-18T11:09:55+00:00","datePublished":"2025-02-18T11:09:55+00:00","description":"The Duchess of Sussex has used an Instagram post to relaunch her lifestyle brand.","headline":"Meghan relaunches lifestyle brand following trademark setback","image":{"@type":"ImageObject","height":450,"url":"https://static.ffx.io/images/$zoom_0.35394744546918455%2C$multiply_0.7554%2C$ratio_1.776846%2C$width_1059%2C$x_0%2C$y_107/t_crop_custom/q_86%2Cf_auto/cd5a5835670c5a98b77c874ad7453a166f4df800","width":800},"keywords":"","mainEntityOfPage":{"@id":"https://www.smh.com.au/culture/celebrity/meghan-relaunches-lifestyle-brand-following-trademark-setback-20250218-p5ld8m.html","@type":"WebPage"},"publisher":{"@type":"Organization","logo":{"@type":"ImageObject","height":"628","url":"https://www.smh.com.au/smh.png","width":"1200"},"name":"The Sydney Morning 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data-ffx-event-label="got it - part 1" data-ffx-hittype="event">Got it</button></div></div></div><div class="WaJMq"><div class="_5HQBJ"><button class="XsMHX j7Zux" data-ffx-event-action="cta click" data-ffx-event-category="component" data-ffx-event-label="font size normal" data-ffx-event-value="0" data-ffx-hittype="event">Normal text size</button><button class="GGU-4" data-ffx-event-action="cta click" data-ffx-event-category="component" data-ffx-event-label="font size large" data-ffx-event-value="0" data-ffx-hittype="event">Larger text size</button><button class="Jftp7" data-ffx-event-action="cta click" data-ffx-event-category="component" data-ffx-event-label="font size extra large" data-ffx-event-value="0" data-ffx-hittype="event">Very large text size</button></div></div></div></div></section><section class="mm0yF" data-testid="article-body-top"><aside class="KxH15"><div class="FCOQC _2ylTh"><div class="container"><div class="adWrapper IMjKL noPrint" data-testid="ad"><small class="CtZLl">Advertisement</small><div class="" id="adspot-160x600_300x250_300x600-pos2-desktop"></div></div></div></div></aside><div class="wsquJ" data-testid="article-body"><div><div class="TqQ8t"><div class="PMdfl" id="beyondwords-player"></div><div class="_--xHC" data-testid="showPlayerOverlay"></div></div><div class="Hy4HP z5wPE" data-testid="body-content"><p>The Duchess of Sussex has relaunched her lifestyle brand after it ran into trademark problems.</p><p>Meghan founded American Riviera Orchard (ARO) last year, distributing 50 jars of branded strawberry jam to her celebrity friends.</p><p>But in a video to followers on Instagram on Tuesday, she said the company had been rebranded As Ever, in partnership with Netflix. The rebrand comes two weeks before the launch of <em>With Love, Meghan</em>, her lifestyle show.</p><p>In the video – which began with Prince Harry telling her: “It’s recording” – the duchess said: “The cat’s out of the bag! I’m shocked we’ve kept this a secret for so long.</p></div><div class="GJua6"></div><div class="Hy4HP z5wPE" data-testid="body-content"><p>“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.</p><div class="J-2pM ZfcXI iQkQu noPrint"><span class="wekbt JWiCP tcU5i"><span class="EaK8B"></span><span class="q4Eba">Loading</span></span></div><p>“Last year, I had thought: American Riviera – that sounds like such a great name. It’s my neighbourhood, it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.”</p><p>She added: “Then Netflix came on, not just as my partner in the show but as my partner in my business, which was huge.</p><p>“So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.”</p></div></div></div></section><div class="PFPZd"><div class="container"><div class="adWrapper IMjKL noPrint" data-testid="ad"><small class="CtZLl">Advertisement</small><div class="" id="adspot-728x90_970x250-pos3-desktop"></div></div></div></div><section class="KylbS" data-testid="article-body-bottom"><div class="wsquJ"><div><div class="Hy4HP z5wPE" data-testid="body-content"><p>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.</p><figure class="_72JXS _0SAJQ mSNnk Wnq-J" data-testid="image"><div aria-label="enlarge image" class="-IWVI" role="button" tabindex="0"><picture class=""><source media="(min-width: 1024px)" srcSet="https://static.ffx.io/images/$zoom_0.249%2C$multiply_0.9788%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_86%2Cf_auto/cd5a5835670c5a98b77c874ad7453a166f4df800, https://static.ffx.io/images/$zoom_0.249%2C$multiply_1.9577%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_62%2Cf_auto/cd5a5835670c5a98b77c874ad7453a166f4df800 2x" height="494" width="740"/><source media="(min-width: 768px)" srcSet="https://static.ffx.io/images/$zoom_0.249%2C$multiply_1.0159%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_86%2Cf_auto/cd5a5835670c5a98b77c874ad7453a166f4df800, https://static.ffx.io/images/$zoom_0.249%2C$multiply_2.0317%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_62%2Cf_auto/cd5a5835670c5a98b77c874ad7453a166f4df800 2x" height="512" width="768"/><img alt="Meghan in an episode of her Netflix show." loading="lazy" src="https://static.ffx.io/images/$zoom_0.249%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_86%2Cf_auto/cd5a5835670c5a98b77c874ad7453a166f4df800" height="390" width="584" srcSet="https://static.ffx.io/images/$zoom_0.249%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_86%2Cf_auto/cd5a5835670c5a98b77c874ad7453a166f4df800, https://static.ffx.io/images/$zoom_0.249%2C$multiply_1.545%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_62%2Cf_auto/cd5a5835670c5a98b77c874ad7453a166f4df800 2x"/></picture></div><figcaption class="qTXWa"><p><span class="_5nQzY">Meghan in an episode of her Netflix show.</span><cite class="Zo2UY"><span class="ALMCC">Credit: </span>Netflix</cite></p></figcaption></figure><p>“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.”</p><p>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.</p><p>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”.</p></div><div class="GJua6"></div><div class="Hy4HP z5wPE" data-testid="body-content"><p>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”.</p><p>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!”</p><figure class="_72JXS _0SAJQ mSNnk Wnq-J" data-testid="image"><div aria-label="enlarge image" class="-IWVI" role="button" tabindex="0"><picture class=""><source media="(min-width: 1024px)" srcSet="https://static.ffx.io/images/$zoom_0.249%2C$multiply_0.9788%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_86%2Cf_auto/895de8f2d76d93aee6967ee58efba92c288ebda6, https://static.ffx.io/images/$zoom_0.249%2C$multiply_1.9577%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_62%2Cf_auto/895de8f2d76d93aee6967ee58efba92c288ebda6 2x" height="494" width="740"/><source media="(min-width: 768px)" srcSet="https://static.ffx.io/images/$zoom_0.249%2C$multiply_1.0159%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_86%2Cf_auto/895de8f2d76d93aee6967ee58efba92c288ebda6, https://static.ffx.io/images/$zoom_0.249%2C$multiply_2.0317%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_62%2Cf_auto/895de8f2d76d93aee6967ee58efba92c288ebda6 2x" height="512" width="768"/><img alt="The Netflix show With Love, Meghan focuses on cooking, gardening and other aspects of living healthily." loading="lazy" src="https://static.ffx.io/images/$zoom_0.249%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_86%2Cf_auto/895de8f2d76d93aee6967ee58efba92c288ebda6" height="390" width="584" srcSet="https://static.ffx.io/images/$zoom_0.249%2C$multiply_0.7725%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_86%2Cf_auto/895de8f2d76d93aee6967ee58efba92c288ebda6, https://static.ffx.io/images/$zoom_0.249%2C$multiply_1.545%2C$ratio_1.5%2C$width_756%2C$x_70%2C$y_0/t_crop_custom/q_62%2Cf_auto/895de8f2d76d93aee6967ee58efba92c288ebda6 2x"/></picture></div><figcaption class="qTXWa"><p><span class="_5nQzY">The Netflix show With Love, Meghan focuses on cooking, gardening and other aspects of living healthily.</span><cite class="Zo2UY"><span class="ALMCC">Credit: </span>Netflix</cite></p></figcaption></figure><p>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.</p><p>“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.”</p></div><div class="GJua6"></div><div class="Hy4HP z5wPE" data-testid="body-content"><p>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.”</p><p>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.”</p><p>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.</p><p>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.</p><p>With <em>Love, Meghan</em>, will launch on March 4 after being delayed by the Los Angeles fires.</p></div><div class="GJua6"></div><div class="Hy4HP z5wPE" data-testid="body-content"><p>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.</p><p>Its logo features two hummingbirds under a palm tree, while the lettering is in a stylised font reminiscent of Meghan’s calligraphy.</p><p>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.</p><p>There is one notable addition – edible dried flowers in various forms, including sprinkles, which the Duchess uses liberally in her new Netflix show.</p><p>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.</p></div><div class="GJua6"></div><div class="Hy4HP z5wPE" data-testid="body-content"><p>It noted that American Riviera was nickname for Santa Barbara and said the addition of the word Orchard made little difference.</p><p>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.</p><p>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.</p><p>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”.</p><p>The Sussexes’ office said at the time that such setbacks were “routine and expected” when filing for trademarks.</p></div><div class="Hy4HP z5wPE" data-testid="body-content"><p><strong>The London Telegragh</strong></p></div></div><div class="noPrint"><div></div><div></div></div><div id="embedded-feedback"></div><div class="WzQM5 i2lpJ"><section class="frYZg noPrint" id="endOfArticle"><div class="KW19t"><div class="wMz9s"><button aria-checked="false" aria-describedby="saveTooltip" aria-label="Save article to read later" class="lYnY4" role="switch" type="button"><svg aria-hidden="true" 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Duchess of Sussex has used an Instagram post to relaunch her lifestyle brand.\",\"allowComments\":false,\"body\":\"<p>The Duchess of Sussex has relaunched her lifestyle brand after it ran into trademark problems.</p><p>Meghan founded American Riviera Orchard (ARO) last year, distributing 50 jars of branded strawberry jam to her celebrity friends.</p><p>But in a video to followers on Instagram on Tuesday, she said the company had been rebranded As Ever, in partnership with Netflix. The rebrand comes two weeks before the launch of <em>With Love, Meghan</em>, her lifestyle show.</p><x-placeholder id=\\\"ebcf80e4da0870237540a7522c97581eb2784d0e\\\"></x-placeholder><p>In the video \\u2013 which began with Prince Harry telling her: \\u201CIt\\u2019s recording\\u201D \\u2013 the duchess said: \\u201CThe cat\\u2019s out of the bag! I\\u2019m shocked we\\u2019ve kept this a secret for so long.</p><p>\\u201CIn two weeks, my show is coming out, which I\\u2019m so excited for. And also my business, which I think there has been a lot of curiosity about.</p><x-placeholder id=\\\"a5268148907d6957a238d1be337577b3cf59a63d\\\"></x-placeholder><p>\\u201CLast year, I had thought: American Riviera \\u2013 that sounds like such a great name. It\\u2019s my neighbourhood, it\\u2019s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.\\u201D</p><p>She added: \\u201CThen Netflix came on, not just as my partner in the show but as my partner in my business, which was huge.</p><p>\\u201CSo I thought about it, and I\\u2019ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it\\u2019s called As Ever.\\u201D</p><p>The brand, she said, was a return to her lifestyle blogging days, adding: \\u201CAs Ever essentially means as it\\u2019s always been, and if you\\u2019ve followed me since 2014 with The Tig, you know I\\u2019ve always loved cooking and crafting and gardening \\u2013 this is what I do.</p><x-placeholder id=\\\"0dd0f83eb55d72ed5a1bc86e52e1eb359a79e365\\\"></x-placeholder><p>\\u201CAnd I haven\\u2019t been able to share it with you in the same way for the past few years, but now I can \\u2013 so, as things are starting to trickle out there, I wanted you to hear it from me first.\\u201D</p><p>Meghan, who left the working royal family in 2020, did not acknowledge the lengthy trademark problems she had experienced with the company\\u2019s original name, including that its trademark application was refused a few months after its launch, prompting the high-profile U-turn.</p><p>However, As Ever has not yet been successfully trademarked either, with the application showing as \\u201Caccepted\\u201D on the US office but \\u201Cnot yet assigned to an examiner\\u201D.</p><p>The duchess said she would again be selling fruit preserves as part of her new brand, joking: \\u201CI think we\\u2019re all clear at this point that jam is my jam\\u201D.</p><p>She said: \\u201CBut there are so many more products that I just love, and now it\\u2019s time to share them with you. So I just can\\u2019t wait for you to see it. Thanks guys!\\u201D</p><x-placeholder id=\\\"b97ed8e28fd6223589e372cfe7d71813f0d94833\\\"></x-placeholder><p>In a written message released alongside the video, the duchess added: \\u201CThis new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish \\u2013 food, gardening, entertaining, thoughtful living, and finding joy in the everyday.</p><p>\\u201CI will keep sharing behind the scenes titbits with you here as we ramp up to launch, and I can\\u2019t wait for you to get your hands on everything we\\u2019ve been creating. Sending lots of love\\u2026 As ever, Meghan.\\u201D</p><p>A webpage for Meghan\\u2019s 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 \\u201Cest 2024\\u201D and the tagline: \\u201CSave your seat at the table.\\u201D</p><p>That phrase dates back to Meghan\\u2019s pre-royal life, with the duchess using it during an International Women\\u2019s Day speech in 2015. She said then: \\u201CWomen 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.\\u201D</p><p>The website\\u2019s 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.</p><p>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.</p><p>With <em>Love, Meghan</em>, will launch on March 4 after being delayed by the Los Angeles fires.</p><p>As Ever is expected to be rolled out alongside the broadcast of the \\u201Cat home-style\\u201D show. A new trademark application for As Ever was lodged in September, just days after the ARO application was rejected.</p><p>Its logo features two hummingbirds under a palm tree, while the lettering is in a stylised font reminiscent of Meghan\\u2019s calligraphy.</p><p>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.</p><p>There is one notable addition \\u2013 edible dried flowers in various forms, including sprinkles, which the Duchess uses liberally in her new Netflix show.</p><p>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.</p><p>It noted that American Riviera was nickname for Santa Barbara and said the addition of the word Orchard made little difference.</p><p>The office also warned that the descriptions of the products could fit into multiple trademark categories, stating that \\u201Ccocktail napkins\\u201D could be paper or textiles, while \\u201Ccooking utensils\\u201D could be manual or electric.</p><p>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.</p><p>The office also warned that the cursive ARO logo, thought to have been designed by Meghan, was unclear, as the letter O was either \\u201Cnot clearly visible or highly stylised that it is unrecognisable as a letter\\u201D.</p><p>The Sussexes\\u2019 office said at the time that such setbacks were \\u201Croutine and expected\\u201D when filing for trademarks.</p><p><strong>The London Telegragh</strong></p>\",\"bodyPlaceholders\":{\"0dd0f83eb55d72ed5a1bc86e52e1eb359a79e365\":{\"data\":{\"altText\":\"\",\"animated\":false,\"aspect\":1.5,\"autoCrop\":false,\"caption\":\"Meghan in an episode of her Netflix 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