After months of hinting at her enigmatic American Riviera Orchard venture, which ultimately amounted to little more than an Instagram page and a few jars of jam gifted to celebrities, Meghan Markle has now pivoted to an entirely new brand called "As Ever."
This sudden shift raises a familiar question—has she ever truly committed to anything? From university programs to acting roles, royal duties, friendships, and even family relationships, the pattern remains consistent. She entered the most famous family in the world, gained a royal title, access to a global platform, and immense wealth, only to discard it all because she couldn’t stand not being the center of attention. Now, even the seemingly simple task of launching a jam brand has encountered major roadblocks.
The first issue with "As Ever" is the name itself. A basic Google search would have revealed that a Chinese fast fashion company already operates under a similar name, along with a New York fashion label that has been using “As Ever” for years. Given the millions earned from Netflix and Spotify deals—at least before Spotify cut ties—you’d expect a team with enough foresight to check these details. The U.S. Patent and Trademark Office rejected her application to sell clothing under this brand due to the existing Chinese trademark, explicitly stating that the names are identical in sound, nearly identical in appearance, and likely to cause consumer confusion. This isn’t a minor setback; it’s a fundamental failure in business planning. It’s astounding that someone could be so self-assured that they wouldn’t even bother ensuring the name was legally viable before moving forward.
This is just another rushed, poorly conceived endeavor in a long line of similar missteps. Recall her children's book, which bore a striking resemblance to an existing work. Then there was the Netflix documentary filled with complaints but lacking meaningful content. The Spotify podcast, too, was abandoned, with insiders describing it as “word salad.” Meanwhile, Catherine, Princess of Wales, despite facing serious health challenges, has continued her work on early childhood development with professionalism, research, and tangible results. The contrast between someone genuinely focused on making a difference and someone obsessed with remaining in the spotlight couldn’t be clearer.
Legal experts now warn that if Meghan attempts to sell clothing under the "As Ever" label, she risks facing lawsuits. So after all the build-up and lofty aspirations, she is essentially left selling jam and perhaps some kitchen towels. This is the much-hyped lifestyle empire that has been discussed for months? The reality is clear—this was never about creating quality products or building a legitimate business. It was another attempt to monetize the royal connection she has spent years both exploiting and condemning.
The timing of this launch is particularly telling. As Prince William and Catherine navigate a deeply challenging period with Catherine facing health struggles with dignity and grace, Meghan chooses this exact moment to roll out her new brand, ensuring media attention shifts in her direction. This tactic isn’t new. She announced her pregnancy during Princess Eugenie’s wedding, overshadowed Prince Philip’s hospitalization with controversial Oprah interview teasers, and has repeatedly timed announcements to coincide with major royal events. The pattern is glaringly obvious.
The hypocrisy is what stands out most. Meghan and Harry left royal life claiming they wanted privacy and an escape from the public eye, yet they have done nothing but court media attention at every opportunity. They’ve signed deals for tell-all books and documentaries, leveraged their royal titles for profit, and now attempt to position themselves as entrepreneurs while simultaneously decrying the institution that gave them their platform. They aren’t shying away from the spotlight; they are simply frustrated that they cannot dictate its narrative.
As for Harry, his transformation is difficult to watch. Once a beloved prince known for his humor, warmth, and dedication to service, he now appears as a hollowed-out version of his former self, reciting the same grievances on repeat. Gone is the man who shared laughter with his brother, held a close bond with Catherine, and was adored by the public. In his place stands someone willing to publicly criticize his family for financial gain. It is no surprise that King Charles and Prince William now keep their distance.
Even in the face of personal health battles, King Charles continues his duties with grace and responsibility. He has extended kindness to Harry and Meghan despite their repeated betrayals. Yet, instead of recognizing what truly matters—family, service, and legacy—Harry and Meghan continue chasing empty ventures that repeatedly fall apart. The misconception that their royal connection would make business effortless has been proven wrong. Companies care about authenticity, dedication, and expertise, not just a famous name.
Consider Princess Eugenie and Zara Tindall, both of whom have built successful careers without exploiting their royal connections or making public grievances. They understand that being part of the royal family is a privilege, not a marketing strategy. In contrast, William and Catherine have meticulously built their work around meaningful causes—mental health, early childhood development, environmental advocacy—showing up, listening to experts, and dedicating years to their efforts. Meghan, on the other hand, jumps from one short-lived project to another.
She was set to voice a Disney elephant documentary, which barely made an impact. There was the animated children's series for Netflix, which got scrapped before release. The much-publicized 40x40 mentoring initiative vanished after the launch video. "As Ever" is simply the latest in this string of failures, all stemming from a focus on publicity over substance. If Meghan had taken the time to understand the business landscape, establish industry relationships, create unique products, and conduct basic trademark research, she might have built something sustainable. Instead, she faces legal barriers that could prevent her from selling clothing—a major blow to what was likely a key part of her business model.
What exactly is this lifestyle brand now? Just jam and possibly some candles? Meghan Markle is no Martha Stewart.
The saddest aspect of this saga is that Harry and Meghan once had an incredible platform to effect real change. The Commonwealth alone encompasses over two billion people across diverse nations—imagine the influence they could have wielded by working within the royal structure. They had access to resources, connections, and institutional knowledge that could have supported significant global initiatives. But for Meghan, that was never enough. She sought stardom, not service. She wanted instant recognition, not the slow, steady process of earning respect. She chose Hollywood over Buckingham Palace.
Now, they reside in Montecito, launching increasingly desperate ventures, burning through staff, and watching their marketability decline with each failure. Netflix has signaled that they want content with substance, not more complaints. Spotify severed ties completely. Meanwhile, King Charles, Queen Camilla, William, and Catherine continue their work with dignity and dedication. When Catherine announced her cancer diagnosis, the public’s overwhelming support was a testament to her authenticity. People recognize sincerity when they see it.
Ironically, had Meghan committed to royal life, learned from the Queen, and built her credibility within the institution, she would likely be far more successful in business now. She would have cultivated trust, formed valuable connections, and understood the responsibilities that come with privilege. Instead, she is left with a compromised brand that cannot sell clothing, a shrinking circle of Hollywood allies, and a reputation for being difficult. This is hardly the fairy-tale ending she envisioned.
Criticism of Meghan is not about her nationality, race, or gender—it’s about her choices. It’s about the contradiction between her words and actions, the hypocrisy of demanding privacy while chasing publicity, and the inconsistency of claiming to be silenced while signing multi-million-dollar deals to share her story. Compare her to successful American women like Meghan McCain, Oprah, or Michelle Obama—women who built enduring brands through authenticity, hard work, and consistency. They didn’t need royal titles to succeed.
The "As Ever" trademark fiasco is just a symptom of a larger issue—the mistaken belief that fame and titles are substitutes for dedication and expertise. They are not. Building a successful brand requires genuine effort, experience, and integrity, qualities that seem to be lacking in the Sussex camp. Meanwhile, the monarchy continues to thrive. King Charles’s coronation was a resounding success. William and Catherine remain widely respected. Despite the media storms, the institution endures because it is built on duty and service, not fleeting personal drama.
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