The jam was just the beginning.
Honestly, when Meghan Markle first teased American Riviera Orchard with that grainy, sepia-toned video in March 2024, the internet basically broke. It felt like the ultimate pivot—a return to her The Tig lifestyle roots, but with a royal gloss. But by the time 2026 rolled around, that name was essentially dead in the water, buried under a mountain of paperwork and legal jargon from the U.S. Patent and Trademark Office (USPTO).
What went wrong? It wasn't just one thing. It was a messy cocktail of "too generic" geography, missing signatures, and a tiny vintage shop in New York that refused to be bullied.
The Geography Trap: Why "American Riviera" Failed
You’ve probably heard the term "American Riviera" used to describe Santa Barbara. That's exactly why the trademark office hated it.
Under the Lanham Act, you can’t just own the name of a place. The USPTO issued a non-final office action in late 2024 stating the name was "primarily geographically descriptive." Basically, the government felt like if you put "American Riviera" on a jar of jam, people would think the jam comes from Santa Barbara, not that it belongs to a specific brand owned by a Duchess.
📖 Related: What's the Stock Market Right Now: What Most People Get Wrong
They told her she’d need "secondary meaning"—proof that when people hear the name, they think of her and her alone. That takes years of selling products. She hadn't even opened the digital doors yet.
The Logo That Nobody Could Read
Then there was the logo. It was a beautiful, intricate gold crest, reportedly hand-drawn by Meghan herself.
The problem? The trademark examiners literally couldn't read it. The description filed with the USPTO said there was a letter "O" in the design. The examiner shot back, saying the "O" was so stylized it was "unrecognizable."
It sounds petty, but in the world of intellectual property, if your drawing doesn't match your description exactly, they’ll toss the whole application. Meghan's team was told to fix the description or change the logo.
Meghan Markle Trademark Issues: A Catalog of Errors
If you’re looking for a masterclass in how not to file a trademark, this might be it. It wasn't just the big legal arguments; it was the "boring" stuff that tripped them up.
✨ Don't miss: One Rial to INR: Why the Gap is Shaking Global Markets
- Missing Signatures: Some of the initial forms weren't even signed.
- Wrong Fees: They underpaid the filing fees for certain categories of goods.
- Vague Descriptions: You can't just say you’re selling "napkins." The USPTO wants to know: Are they paper? Are they linen? They sent back pages of corrections demanding her team specify exactly what every item—from "meditation blankets" to "cocktail napkins"—was actually made of.
The Great Rebrand: Enter "As Ever"
By early 2025, the American Riviera Orchard application was abandoned. Meghan pivoted to a name she had actually secured back in 2022: As Ever.
It was a smart move, at least on paper. "As Ever" is evocative but not tied to a specific zip code. It launched alongside her Netflix show With Love, Meghan in March 2025. But even then, the Meghan Markle trademark issues didn't vanish.
A small New York clothing brand called As Ever NYC had been around since 2017. While Meghan’s trademark focused on home goods and food, the overlap in name caused a massive PR headache. The owner, Mark Kolski, didn't have the millions to fight a legal war, but the "David vs. Goliath" narrative in the press did more damage to the brand's reputation than any court case could.
What’s the Situation in 2026?
Today, the brand has finally found some footing, but it looks a lot different than the "global lifestyle empire" people predicted. The focus has shifted toward high-end, small-batch releases.
We’re seeing things like the "unwind set"—a leather bookmark, sage honey, and peppermint tea. It’s boutique. It’s curated. But most importantly, it’s trademarked correctly this time.
Actionable Insights: Lessons for Every Entrepreneur
If you're building your own brand, don't let a "royal" mistake happen to you. Use these steps to protect your intellectual property from the jump.
1. Avoid Geographic Names
Unless you have ten years and a million-dollar marketing budget to prove "secondary meaning," stay away from city names, nicknames for regions, or famous landmarks. "Brooklyn Brews" is much harder to trademark than "Xylo Coffee."
2. Be Mind-Numbingly Specific
When the USPTO asks for product descriptions, don't be vague. Instead of "kitchen tools," say "manual whisks" or "electric hand mixers." Precision saves you months of back-and-forth with examiners.
3. Do a "Likelihood of Confusion" Search
Don't just check if the URL is available. Search the USPTO’s TESS database for anything that sounds similar, looks similar, or has a similar meaning. If "As Ever" exists for clothes, you might struggle to use it for lifestyle, even if they are technically different categories.
4. Sign the Paperwork
It sounds obvious, but even high-priced lawyers miss things. Double-check that every form is signed by the authorized party and that the correct fees are paid for every "class" of goods you're entering.
The biggest takeaway from the saga of Meghan Markle trademark issues is that fame doesn't buy you a pass with the government. Whether you're a Duchess or a college student with a side hustle, the rules of the USPTO apply to everyone equally. Consistency and attention to detail aren't just for lawyers—they are the backbone of a brand that actually lasts.