Meghan Markle’s ‘hand may have been forced’ by leaks as Duchess of Sussex ‘rushed’ announcement
Meghan Markle’s latest brand launch ‘As Ever’ has been criticised as a “total rush” by a branding expert.
The sudden rebranding comes after abandoning the previously announced ‘American Riviera Orchard’ name for Meghan’s lifestyle products.
The rebranding leaked online 24 hours before Meghan’s Instagram announcement confirming the change and coming just two weeks before her new Netflix lifestyle show debuts.
A branding expert told MailOnline: ‘It appears to have been a total rush – despite what Meghan says about As Ever going back to 2022.’
“They’ve clearly had to abandon American Riviera Orchard but recycle all the promos due to the trademark dispute.
“The leak happened yesterday and you have to wonder if her hand was forced”.
While a separate branding commentator told The Daily Beast: “There are only so many relaunches you can do before you start to look ridiculous.”
PR expert Mark Borkowski offered a different perspective, telling the Mail: “The more unpredictable she is, the harder it is to take her down. She’s not trying to be Goop; she’s trying to be a mystery.
“The product she’s selling? Endless curiosity about Meghan Markle.”
The new venture was launched with a selfie-style video on Instagram and will sell jam, which was first previewed by Meghan and her famous friends last year.
The announcement video, filmed in the Sussexes’ Montecito garden, includes a brief appearance from Prince Harry, who can be heard saying “It’s recording” as he hands Meghan the phone.
Wearing a white linen shirt and blue jeans, the Duchess told followers: “The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long.”
The Netflix connection extends beyond her show, with the streaming giant now serving as a business partner for As Ever.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,” the duchess revealed.
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Meghan explained her decision to rebrand, saying: “Last year, I had thought, ‘American Riviera’, that sounds like such a great name. It’s my neighbourhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.”
The new name carries deeper meaning for the duchess. “‘As Ever’ essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening – this is what I do,” she said.
She added: “I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.”
Patent applications reveal As Ever’s extensive product range will include textiles such as tablecloths and napkins, alongside skincare and haircare products.
The brand will also offer home furnishings including throws, blankets and bedspreads, as well as household scents like candles and diffusers.