After months of teasing her mysterious American Riviera Orchard project—which amounted to nothing more than an Instagram account and some gifted jam to celebrities—Meghan has now completely pivoted to a new brand called As Ever. When has Meghan Markle ever stuck with anything? University programs, acting roles, royal duties, friendships, family relationships—the list goes on.
You marry into the most famous family in the world, get a title, a global platform, incredible wealth, and what do you do? You throw it all away because you can’t handle not being the center of attention every single minute. And now, she can’t even successfully launch a jam company without hitting major roadblocks.
Let’s break down this As Ever disaster, shall we? First of all, the name itself. Did no one on her team do a simple Google search? Apparently, there’s already a Chinese fast-fashion company called As and a New York fashion line that’s been using As Ever for seven years. Come on, with all those millions from Netflix and Spotify deals (before Spotify dumped them, naturally), you’d think they could afford a decent lawyer to check these things.
The U.S. Patent and Trademark Office actually rejected her application to sell clothing items under this brand because of the Chinese company. They literally said the names are “identical in sound and virtually identical in appearance and confusingly similar.” This isn’t some minor hiccup—this is a fundamental failure in basic business planning. Can you imagine being so utterly convinced of your own importance that you don’t even bother to check if someone else is using your brand name?
This is exactly the kind of half-baked, rushed, ill-conceived project we’ve come to expect from Meghan. Remember the children’s book that was basically a copy of another book? Remember the Netflix documentary that was all complaints and zero substance? Remember the podcast that Spotify canceled because it was, and I quote from insiders, “word salad”?
Meanwhile, look at Catherine, Princess of Wales. Even while battling serious health challenges, her work on early childhood development has been meticulously researched, professionally executed, and genuinely impactful. That’s the difference between someone who wants to make a difference versus someone who just wants the spotlight.
According to trademark lawyers, if Meghan tries to sell clothing under the As Ever brand, she risks being sued. So, after all that fanfare and those grand ambitions, she’s basically limited to selling jam and maybe some kitchen towels. This is the great lifestyle empire we’ve been hearing about for months? Let’s be honest: this isn’t about creating quality products or building a legitimate business. This is about desperately trying to monetize a royal connection that Meghan has spent years simultaneously exploiting and criticizing.
The timing is so transparent, too. Just as William and Catherine have been going through an incredibly difficult time—with Catherine bravely facing health challenges with dignity and grace—what does Meghan do? She tries to launch a business to grab headlines. It’s the same playbook every single time. Whenever the real working royals have important news or are doing meaningful work, Harry and Meghan pull some stunt to redirect attention.
Remember when they announced Meghan’s pregnancy during Princess Eugenie’s wedding celebrations? Or when they released those awful Oprah interview teasers while Prince Philip was seriously ill in the hospital? The pattern is so obvious, it’s painful.
You know what gets me? The absolute hypocrisy of it all. Meghan and Harry left royal life supposedly because they wanted privacy and to escape the spotlight. Yet, they’ve done nothing but chase cameras, sign deals for tell-all books and documentaries, and try to leverage their titles for profit at every turn. They’re not escaping the spotlight—they’re just furious they can’t control exactly how that spotlight shines.
And let’s talk about poor Harry in all this. I genuinely feel sorry for him sometimes. The transformation from the cheeky, beloved prince who served his country in Afghanistan to this hollow-eyed, confused-looking puppet repeating his wife’s talking points is heartbreaking. Where’s the Harry who used to laugh at jokes with William, who had such a close bond with Catherine, who was adored by the British public? That Harry is gone, replaced by someone who seems completely lost, willing to trash his own family repeatedly for a Netflix payday.
Can you imagine betraying your family that way? Sharing private conversations, making wild accusations, and then being surprised when your father and brother keep you at arm’s length? Look at how King Charles has handled his own health challenges with dignity, transparency, and by continuing his duties where possible. Charles has been nothing but gracious toward Harry and Meghan, despite everything they’ve done.
And now, with the King and Princess Catherine both facing health battles, you’d think Harry might realize what really matters in life: family, legacy, service—not jam jars and Instagram followers. But instead, he’s doubling down on these embarrassing commercial ventures that keep failing spectacularly.
What’s truly sad is that Meghan clearly thought her royal connection would make this all so easy—that companies would be falling over themselves to partner with her, that customers would buy anything with her name on it. But the reality has hit hard. Businesses care about experience, expertise, and authenticity—not a title you got from a family you constantly criticize.
Look at Zara Tindall or Princess Eugenie. They’ve built respectable careers without constantly leveraging their royal connections or complaining to the press. They understand that being part of the royal family is a privilege, not a marketing tool.
The contrast between how William and Catherine conduct themselves versus Harry and Meghan couldn’t be more stark. William and Catherine have been meticulously building their platforms around causes they genuinely care about: mental health, early childhood development, the environment. They do the work, they show up, they listen to experts, they build relationships over years.
Meghan, on the other hand, jumps from one half-baked project to another. Remember when she was going to be the voice of a Disney elephant documentary? Or the children’s animated series for Netflix that got canceled before it even started? Or the 40x40 mentoring initiative that we literally never heard about again after the launch video?
This As Ever disaster is just the latest in a long line of failures that stem from the same root problem: prioritizing publicity over substance. If Meghan had taken the time to really learn about the business she wanted to enter, built relationships in the industry, developed genuinely unique products, and—yes—done basic trademark research, maybe she’d have something viable by now.
Instead, she’s facing potential lawsuits if she tries to sell clothing, which was probably a major part of her business plan. I mean, what exactly is this lifestyle brand supposed to be now? Just jam and maybe some candles? Martha Stewart, she is not.
The saddest part in all of this is that Harry and Meghan had such an incredible platform to do good. The Commonwealth alone represents over 2 billion people across diverse nations. Imagine the positive impact they could have had working within the royal structure, with all its resources, connections, and institutional knowledge.
But that wasn’t enough for Meghan. She wanted to be the star, not a supporting player. She wanted immediate gratification, not the slow, patient work of building relationships and earning trust. She wanted Hollywood, not Buckingham Palace.
And now, look where they are: living in Montecito, churning out increasingly desperate projects, burning through staff (how many assistants and PR people have quit now?), and watching their value decrease with every failed venture. Netflix has already indicated they want content that actually performs, not more hours of Harry and Meghan complaining. Spotify dropped them completely.
The contrast with King Charles, Queen Camilla, William, and Catherine couldn’t be more pronounced. Despite facing serious health challenges, they’ve continued their work with dignity and dedication—no complaints, no publicity stunts, just quiet determination and genuine service.
When Catherine announced her cancer diagnosis, the outpouring of public support was overwhelming because people recognize authenticity. They can tell the difference between someone who views public service as a privilege versus someone who views it as a platform for self-promotion.
You know what’s truly ironic? If Meghan had actually committed to royal life, learned from the Queen and other family members, and focused on substance over style, she’d probably be much more successful in launching a business now. She’d have built credibility, relationships, and an understanding of what people actually want from someone in her position.
Instead, she’s left with a hamstrung brand that can’t sell clothing, a dwindling list of Hollywood connections, and a reputation for being difficult to work with. Not exactly the fairy-tale ending she imagined, I’m sure.
And let’s be clear about something: criticism of Meghan isn’t about race, gender, or being American. It’s about actions and choices. It’s about the disconnect between what she says and what she does. It’s about the hypocrisy of demanding privacy while seeking constant publicity. It’s about claiming to be silenced while signing multi-million-dollar deals to “tell your truth.”
Just compare Meghan’s approach with someone like Meghan McCain, Oprah, or Michelle Obama—strong American women who have built genuine brands based on consistency, hard work, and authenticity. They didn’t need royal titles to succeed.
The irony is that if Meghan had focused on building an authentic business from the ground up—based on her actual interests and experiences before meeting Harry—she might have created something sustainable. Instead, everything feels like it’s trying to cash in on royal connections while simultaneously criticizing the institution that gave her those connections.
This As Ever trademark disaster is just a symptom of a much bigger problem: the belief that fame and titles are substitutes for substance and hard work. They’re not. Building a successful brand takes time, expertise, and authenticity—three things that seem to be in short supply in the Sussex camp.
Meanwhile, despite everything they’ve thrown at the royal family, the monarchy continues to thrive. King Charles’s coronation was a spectacular success. William and Catherine remain incredibly popular, even after the initial shock of Harry and Meghan’s departure and subsequent attacks. The institution has adapted and moved forward because it’s built on something stronger than individual personalities or temporary drama. It’s built on service, duty, and continuity.
And I genuinely wonder if Harry ever looks back and questions his choices. Does he miss his military connections, his old friends, the ability to represent his country, the bond with his brother? How does it feel to watch from afar as William continues the work they once planned to do together?
And what about Archie and Lilibet? These children are growing up without knowing their cousins, their grandfather the King, their aunt and uncle—all because their parents couldn’t accept not being the center of attention. That’s the real tragedy in all of this.
The American public is waking up, too. Those initial sympathy polls after the Oprah interview have shifted dramatically. Americans respect authenticity and hard work, and the constant complaining while living in luxury doesn’t sit well with most people.
This As Ever trademark fiasco is just the latest chapter in what’s becoming an increasingly sad story: a story of opportunities squandered, bridges burned, and potential wasted—all for what? Some jam jars and a fancy website that can’t even sell T-shirts without risking a lawsuit.
You know what would actually be refreshing? If Meghan would just once admit a mistake. Say, “You know what? We didn’t do our homework on this trademark issue, and we’re going back to the drawing board.” But that would require humility and self-awareness—two qualities that seem in short supply.
Instead, I predict we’ll see some kind of spin about how this was all part of the plan, or how they’re “evolving” the brand, or maybe even some suggestion that they’re being specially targeted by the trademark office. Because taking responsibility isn’t in the Sussex playbook. It’s always someone else’s fault.
Meanwhile, Catherine will likely return to public duties when her health allows, with even more public support than before. William will continue his thoughtful work on homelessness and mental health. King Charles will carry on with the hundreds of patronages and causes he’s supported for decades. Queen Camilla will keep championing literacy and supporting survivors of domestic abuse.
They’ll do the work, day in and day out, without constantly seeking validation or publicity. And that, my friends, is the difference between those who understand that privilege comes with responsibility versus those who see privilege as an entitlement.
So, where does Meghan go from here with her troubled As Ever brand? Probably more jam, maybe some overpriced candles or throw pillows, perhaps another pivot to yet another brand name when this one proves too problematic. But without addressing the fundamental issues—the lack of authentic connection to the products, the obvious cash-grab nature of it all, the seeming inability to commit to long-term work—it’s hard to see how any of these ventures will succeed.
The truly sad thing is that it didn’t have to be this way. Harry and Meghan could have carved out meaningful roles within the monarchy while still having some of the independence they claim to want. They could have been bridges between different worlds, bringing fresh perspectives while respecting tradition. They could have been valuable assets to the Commonwealth, in particular.
Instead, they chose the path of maximum drama and minimum substance. And now, they’re facing the consequences: dwindling public interest, failed business ventures, and an increasingly skeptical media landscape.
For all our sakes, I hope they find some peace and purpose that doesn’t involve constant drama and attention-seeking. But based on this latest As Ever disaster, I’m not holding my breath.
Remember: when you marry into the royal family, you’re not just getting a spouse—you’re committing to an institution, a country, a way of life based on service. Meghan never seemed to grasp that fundamental reality, and Harry appears to have forgotten it somewhere along the way.
So, there you have it, my royal truth-seekers: the latest chapter in the Sussex saga. From American Riviera Orchard to As Ever to what will probably be yet another rebrand when this one crashes and burns, it’s exhausting just watching it all unfold.
Meanwhile, the real royals—the ones who understand duty, service, and discretion—continue their work without the drama. And that, my friends, is why the monarchy has survived for over a thousand years, while Meghan Markle can’t even successfully launch a lifestyle brand without hitting a trademark wall.
