The Duchess of Sussex is navigating significant trademark hurdles in the United States, leading to a strategic pivot that aligns her more closely with her husband’s charitable ambitions.
Meghan Markle continues to face obstacles in securing federal protection for her lifestyle venture, As Ever, nearly two years after initially filing the paperwork. These sustained regulatory setbacks have reportedly influenced the Duchess to adjust her professional strategy and rally behind Prince Harry’s plans for their public return to the United Kingdom .
According to official records, the former Suits star has received a second six-month extension from the United States Patent and Trademark Office to finalize her application . The USPTO granted the request with a clear stipulation that extensions must be filed every six months until completion, or the application faces abandonment .
The path to trademark approval has been anything but smooth. The USPTO partially rejected Meghan’s initial bid due to a conflict with ASEVER, a Chinese clothing manufacturer already operating under a similar name . This complication forced her legal team to amend the submission, removing all clothing-related items from the application . By narrowing the scope, representatives could continue pursuing protection for remaining product categories.
A Strategic Pivot
These undisclosed setbacks have forced a change in the Duchess’s approach. She is increasingly following the Duke of Sussex’s path while supporting his charitable endeavors .
The brand name itself emerged from a rebrand of Meghan’s previous venture, American Riviera Orchard, though the transition through regulatory systems has proven far from straightforward.
International Success
Despite domestic troubles, the Duchess has achieved considerable success in registering the As Ever brand internationally. Australia has granted 12 separate trademarks spanning product categories including homeware, jewelry, stationery, food items, candles, and skincare .
The brand has also obtained trademark protection across four additional markets: Canada, New Zealand, Mexico, and the United Kingdom .
The couple and their children, Prince Archie and Princess Lilibet, are reportedly excited to travel to the UK to gauge public response to a temporary return after their departure from royal duties .
