Meghan Markle has come under criticism from royal commentator Richard Eden following the successful registration of a trademark for her lifestyle brand, As Ever.
The move marks a key achievement for Meghan, who has faced legal and administrative hurdles in securing the brand’s identity.
Previously, Meghan’s venture operated under the name American Riviera Orchard (ARO) but faced multiple setbacks in the trademark approval process. Reports suggest that her initial application was rejected due to a series of errors, including a significant oversight—failing to sign the application—a mistake she had reportedly made before.
According to Eden, speaking on Palace Confidential via the Daily Express, the errors raised questions about Meghan’s team’s efficiency. “You just think, ‘Wow, this is starting to get a bit weird,’” he remarked, expressing his surprise at the repeated mistakes in the paperwork.
The commentator further criticized the handling of the process, stating: “Her friends are keen to downplay the situation, but clearly, someone is making mistakes when it comes to administration. It’s about filling out the forms correctly, and multiple aspects of the application had to be sent back.”
Eden also drew a comparison to the Royal Family, emphasizing their rigorous attention to detail. “If they were still part of the Royal Family, blimey, heads would roll,” he remarked, suggesting that such mistakes would not be tolerated in palace operations.
However, experts note that trademark registration is a complex legal process, and errors are not uncommon. While Meghan’s business ventures undergo heightened scrutiny due to her public profile, securing the As Ever trademark represents a major milestone for her entrepreneurial journey.
Meghan’s brand, As Ever, is built around principles of wellness, sustainability, and community engagement. The brand’s official website showcases a variety of products, including candles, skincare items, and philanthropic initiatives aimed at promoting a holistic lifestyle.
Despite the early setbacks, Meghan has successfully navigated the trademark process, securing the official recognition needed to move forward with her business aspirations. The registration of As Ever signifies a new chapter in Meghan’s post-royal career, further cementing her identity as a global entrepreneur.