Meghan Markle’s latest business move has unexpectedly benefited someone else, turning what was meant to be a strategic rebranding into a marketing misstep.
Her lifestyle venture, originally launched as American Riviera Orchard, was rebranded as "As Ever." However, the name was already in use by a small, family-run clothing brand based in New York. This business, owned by Mark Kety, had been operating under the name "As Ever" since 2017. Unlike Meghan’s brand, which so far consists of trademarks and speculation, Kety’s company actually sells tangible products.
When Meghan announced her rebrand, confusion followed. Customers flooded Kety’s Instagram, prompting him to clarify that his brand had no connection to the Duchess. Yet instead of damaging his business, the publicity had the opposite effect. His brand’s popularity skyrocketed overnight. Before the controversy, "As Ever" had around 7,000 Instagram followers. After Meghan’s announcement, that number surged to nearly 18,000. To top it off, Kety’s entire stock sold out—without him having to do anything.
For once, the infamous "Markle Effect" worked in reverse. Rather than successfully launching her own brand, Meghan inadvertently helped someone else’s business thrive. Meanwhile, her own lifestyle empire remains little more than trademark filings and speculation. A glance at her filings for "As Ever" suggests a scattered approach, covering a mix of lifestyle products such as candles, tea, and home decor. At this rate, she might as well add motivational tote bags and “Live, Laugh, Love” wall decals to the list.
With Meghan’s brand still a mystery, the situation leaves room for speculation about what happens next. There are a few possible outcomes. She could admit defeat—though that seems highly unlikely. She might try to take credit for "As Ever’s" newfound success, a classic Markle PR move. Or, most plausibly, legal drama could ensue. Given her history, it wouldn’t be surprising if Meghan’s team attempted to claim ownership of the name or even demanded a share of Kety’s unexpected windfall. However, there’s one major issue—Kety had the name first, meaning she may have no legal ground to stand on this time.
With her PR team likely scrambling, a new narrative is sure to emerge soon. Perhaps she will frame this as a misunderstanding, or maybe she’ll spin it as an effort to highlight small businesses. Who knows, a Netflix documentary about a misunderstood Duchess-turned-lifestyle-guru could be on the horizon. In the meantime, "As Ever" is thriving—just not Meghan’s version of it. Instead, a small business owner who had no involvement in the drama is reaping the benefits. All he had to do was sit back and watch as Meghan’s misstep handed him a career boost that money simply can’t buy. What’s next for Meghan? A luxury candle line called "Goop As Ever"? We can’t wait to find out.
