Meghan Markle, the Duchess of Sussex, recently revealed her anxieties surrounding the launch of her lifestyle brand, As Ever, highlighting the self-doubt she grappled with despite her high profile. In a candid conversation on her podcast, "Confessions of a Female Founder," Markle shared her vulnerabilities with Hanna Mendoza, the founder of Clevr Blends, revealing the internal struggles she faced while venturing into the entrepreneurial world.
Markle confessed to questioning the viability of her new project, admitting to making a phone call where she directly asked, "Is this gonna work? Like, is this actually gonna work?" The duchess acknowledged the pressures of operating under the constant scrutiny of the public eye, a microscope that magnifies every decision and action.
She emphasized the importance of maintaining a confident front for her team, stating, "You can’t bring self-doubt to your team that’s junior to you. They have to believe in what you’re creating and the vision and how you hold the line." However, Markle also stressed the need for a support system, someone she could confide in and seek reassurance from during moments of uncertainty. "But you still have to be able to have someone you can go to, to be human, and say, ‘I don’t know. Can you just tell me that this makes sense?’"
Markle credited her team for bolstering her confidence during these moments of self-doubt. She recalled her partner’s enthusiastic response, "Are you joking? We’re so energized, this is amazing!" The former "Suits" actress acknowledged that anyone in her position could experience similar anxieties, recognizing the double-edged sword of her fame. While her ventures were guaranteed significant exposure, they were also subject to intense scrutiny.
The duchess’s journey towards entrepreneurship began after she and Prince Harry stepped back as senior members of the British royal family in 2020 and relocated to California. Driven by a desire for financial independence, Markle, who previously ran a lifestyle blog called "The Tig," sought to establish herself as a businesswoman.
Markle emphasized the importance of a strong support network, describing it as "the safety of stream of consciousness with someone who understands it." She highlighted the value of female friendships and the understanding that "every day is not going to be the same. Some days are going to be harder to show up as your best and shiniest self."
A pivotal moment in her entrepreneurial journey was securing Netflix as a business partner. Markle described this collaboration as "huge," expressing gratitude for the global powerhouse’s belief in her vision. The initial success of As Ever, with the site selling out in the first 45 minutes of launch, served as a validation of her efforts. "That told me that customers – people – believed in me and this vision," she shared. "That’s all you really want as a founder. That becomes your proof point that those late nights and the midnight musings are worth it."
However, Markle’s path was not without its challenges. Her initial brand name, American Riviera Orchard, faced rejection from the U.S. Patent and Trademark Office due to its geographical nature, as American Riviera is a common nickname for Santa Barbara, where Markle resides. The office also raised concerns about the broad categorization of her products. While her team dismissed the pushback as routine, it marked the beginning of a series of obstacles.
Further complicating matters, food and gift retailer Harry & David filed a protest against American Riviera Orchard, claiming the name was too similar to their Royal Riviera product line. Markle’s legal team requested a three-month extension to address these concerns.
Ultimately, Markle rebranded her company as As Ever, a name she had secured in 2022. She explained that the initial concept of American Riviera Orchard as an umbrella brand with various verticals had become a "word salad." Choosing As Ever allowed her to return to her core passions of cooking, crafting, and gardening, activities she had shared with her audience since her "The Tig" days.
Despite the rebranding, As Ever continued to face hurdles. Francisca Xisca Mora, the mayor of Porreres, Spain, alleged that the brand’s logo was a direct copy of the town’s historic coat of arms. However, Mora clarified that the town hall had no intention of pursuing legal action, considering it an "unfortunate coincidence" and simply requesting respect for their cultural heritage.
Adding to the complications, a New York City-based clothing line also named As Ever had to address confusion arising from the duchess’s brand launch. The clothing line clarified that it was not affiliated with Markle’s venture and expressed gratitude for the support of its customers.
In her video announcing the rebranding, Markle emphasized that As Ever would focus on her long-held interests. She explained that the name American Riviera had limited her to products manufactured or grown in the Santa Barbara area. With Netflix as a partner in both her business and her lifestyle series, "With Love, Meghan," Markle felt the time was right to introduce As Ever, a name that embodied her authentic passions.
The narrative surrounding Meghan Markle’s foray into the world of entrepreneurship highlights the complexities and challenges faced by even the most high-profile individuals. Her openness about her self-doubt, the importance of her support system, and the obstacles she encountered in establishing her brand provides a relatable and humanizing perspective on the often-glamorized world of business.
