Nearly a year after launching her lifestyle brand, American Riviera Orchard, Meghan Markle has returned with yet another rebranding attempt.
This time, she introduces "As Ever," a new name but the same familiar chaos. Announcing her latest entrepreneurial endeavor on Instagram, she described "As Ever" as an extension of her long-defunct lifestyle blog—one that few were eager to see revived. Meghan now claims her brand will offer a broad range of products, from pet food and yoga gear to home décor and cookbooks. However, a major issue remains: no one knows when "As Ever" will actually launch. The website currently allows visitors only to sign up for updates, leaving potential customers in the dark. After all, what would a Meghan Markle business venture be without a vague launch date and an air of mystery?
The timing of this announcement conveniently coincides with the release of her Netflix show, With Love, Meghan, set to premiere on March 4th. Yet, in a surprising twist, Netflix—her supposed business partner—was reportedly less than thrilled about this sudden rebranding move. Sources claim the streaming giant had to take down her Shopify page due to disorganization and lack of preparation. One might expect a polished, professional rollout from someone with Meghan’s platform, yet once again, the result appears to be a haphazard mess.
To make matters even more complicated, it seems Meghan has been planning "As Ever" since at least 2022, when she first launched a related Instagram account. This means she was already working on this new venture while American Riviera Orchard was still struggling to gain traction. Why would someone plan a brand relaunch before their first business even had a chance to succeed? Perhaps because, as history has shown, Meghan’s ventures often seem to lack long-term strategy and careful thought.
Legal troubles are already looming over "As Ever." A small, independent clothing brand with the same name has existed since 2015, founded by a husband-and-wife duo with a loyal following—something Meghan’s business ventures have yet to achieve. Did she assume she could claim the name without issue? Given her track record of drawing inspiration from existing concepts, this wouldn't be entirely surprising. Adding to the controversy, her "As Ever" logo bears a striking resemblance to an existing coat of arms from Mallorca, raising further questions about originality. Was this an intentional choice, or another oversight in a rushed rebranding attempt?
The real question remains: is Meghan Markle actually capable of running a successful business? Her track record suggests otherwise. From The Tig to American Riviera Orchard, and now "As Ever," her ventures have been plagued by poor planning, legal complications, and a lack of clear direction. As the world watches her latest business unfold, one thing is certain—her rebranding efforts remain as chaotic as ever. Will this finally be the success she has been chasing, or will it become yet another failed project? Only time will tell, but for now, the only predictable thing about Meghan Markle’s career is its continued unpredictability.
