Meghan Markle’s Entrepreneurial Journey: Navigating Trademark Troubles and Hollywood Dreams
Meghan Markle, the Duchess of Sussex, has faced a series of challenges as she ventures into the world of entrepreneurship in California. Her ambition to build a successful lifestyle brand has been met with trademark disputes and the pressures of revitalizing her Hollywood career. Despite these hurdles, Markle remains determined, drawing on her past experiences and the unwavering support of her husband, Prince Harry.
In March 2024, Markle unveiled her highly anticipated lifestyle brand, American Riviera Orchard, through an Instagram account. The initial launch generated significant buzz, with celebrity friends like Chrissy Teigen and Mindy Kaling sharing glimpses of the brand’s first product: homemade jam adorned with the American Riviera Orchard logo. However, this promising start soon encountered unforeseen obstacles.
Behind the scenes, the Duchess faced complex trademark issues that threatened to derail her vision. These challenges were further compounded by the scrutiny surrounding her upcoming Netflix series, "With Love, Meghan," which some experts believe will be a pivotal moment in defining her future in Hollywood.
Markle addressed these struggles in a recent cover story for People magazine, acknowledging the "twists and turns" she has encountered. "I was figuring it out in real time," she confessed. "I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that. It’s a learning curve."
One significant setback occurred in September 2023 when the U.S. Patent and Trademark Office rejected the initial trademark application for American Riviera Orchard, according to The Telegraph. The office cited concerns about the use of a geographical location in the brand name, noting that "American Riviera" is a well-known nickname for Santa Barbara, where Markle resides. The addition of "Orchard" was deemed insufficient to overcome this objection. The office also raised concerns about the broad descriptions of the brand’s intended products, suggesting that they could fall into multiple trademark categories, further complicating the application process.
Markle’s team initially downplayed the rejection as "routine and expected," but further challenges emerged. In October, food and gift retailer Harry & David filed a protest against American Riviera Orchard, as reported by the New York Post. The company argued that the proposed brand name was too similar to their "Royal Riviera" product line, potentially causing confusion among consumers. This protest added another layer of complexity to the already challenging trademark process.
Faced with these obstacles, Markle’s legal team requested a three-month extension in November to address the trademark issues. The U.K.’s Independent reported that an earlier attempt to trademark the brand during the summer had also been rejected due to filing errors.
In a surprising move in February 2024, Markle announced on Instagram that she was rebranding her venture under the name "As Ever." This decision signaled a willingness to adapt and overcome the trademark hurdles. While the brand’s official website is set to launch in the spring, details surrounding the products remain limited, though Markle hinted that her signature jam will be among the initial offerings.
Adding to her entrepreneurial endeavors, Markle is also launching a new podcast with Lemonada Media in the spring. This venture marks her return to audio storytelling after her previous Spotify deal ended. The podcast is expected to explore themes of personal growth, community, and female empowerment.
While Markle navigates her entrepreneurial ambitions, she is also preparing for the premiere of her Netflix series, "With Love, Meghan," on March 4. The series promises an intimate look into her life, featuring friends and chefs sharing personal stories and recipes. Unlike her previous docuseries with Prince Harry, "Harry & Meghan," "With Love, Meghan" reportedly avoids delving into royal life. Prince Harry makes only a brief appearance in the final episode, suggesting that Markle intends for the series to be a platform for her own personal and professional growth.
A crew member who worked on the show commented on Harry’s support, stating that he was "always super polite and friendly" but "it was clear that he wanted this to be Meghan’s moment to shine."
Markle’s foray into lifestyle branding is not her first attempt at building an online presence. In 2014, she launched a lifestyle blog called The Tig, which gained a loyal following. However, she shut it down in 2017 as her relationship with Prince Harry progressed. "Well, I loved The Tig, but I certainly love my husband more," Markle explained, "So that was a choice I made at the time, and I wouldn’t change that for a second."
Despite the challenges she has faced, Markle remains optimistic and determined to succeed. She credits Prince Harry for his unwavering support, noting that he has been a constant source of encouragement. "My husband met me when I had The Tig, and I see this spark in his eye when he sees me doing the thing that I was doing when he first met me," she shared. "It’s almost like a honeymoon period again. Because it’s exactly how it was in the beginning when he’d watched me scribbling away, writing newsletters, fine-tuning edits and just really being in the details of it. I think he loves watching as much as I love doing that creative process. It’s just been fun. This is who I’ve always been."
Despite having a significant following on Instagram, Markle refrains from identifying as an influencer. "I see myself as an entrepreneur and a female founder," she clarified, "and if the brand ends up influential, then that’s great."
Markle emphasized that she and Harry are continuing to work together on various projects through their Archewell Foundation, with Harry focusing on his philanthropic endeavors. "I imagine that it’s the same as it would be for any couple," she said. "You have your individual jobs, but then you have things that you share together. We’ve been such a close team for so long that we’re just in it beat by beat with each other. And I love that. To be able to be a female founder and do that with my husband’s support means everything."
The Duke and Duchess of Sussex stepped back as senior royals in 2020 and relocated to California. They are raising their two young children, Prince Archie, 5, and Princess Lilibet, 3, in the affluent coastal community of Montecito.
Markle’s entrepreneurial journey is a testament to her resilience and determination. While the initial launch of American Riviera Orchard faced unexpected challenges, she has demonstrated a willingness to adapt and persevere. With the launch of her rebranded venture, "As Ever," and her upcoming podcast and Netflix series, Markle is poised to redefine her role as a businesswoman and continue pursuing her passions with unwavering support from her husband and family.
