Branding Blunder: Meghan Markle's New Venture Steps on Small Business Toes

Meghan Markle, the former royal, recently changed the name of her upcoming lifestyle business to "As Ever. " This move has stirred up some trouble. A small, independent clothing brand based in New York, also called As Ever, has spoken out about the confusion. The founder, Mark Kolski, took to Instagram to express his surprise and gratitude for the support he's received. He started his business in 2017, but the idea had been brewing since 2015. Kolski runs the company with help from his family, making it a small, close-knit operation. Kolski feels overwhelmed by the situation. He doesn't have the legal resources to challenge Markle's new venture. Markle's brand has the backing of Netflix, giving it a significant advantage. Kolski believes he has the right to use the name "As Ever" because he's been using it for years, even though he doesn't have a trademark. He's currently exploring his options and isn't planning to change his brand's name.

Markle announced the new name in an Instagram video, expressing her surprise at keeping the rebrand a secret for so long. She explained that her initial name, American Riviera Orchard, was too limiting. Netflix played a big role in her decision to rebrand. In September 2024, Markle's application for American Riviera Orchard was rejected by the US Patent and Trademark Office. The agency warned that businesses can't trademark geographical locations. Markle's new venture has faced more than just a name mix-up. The logo for As Ever has also raised eyebrows. A Spanish town, Porreres in Mallorca, claims that Markle copied their traditional coat of arms for the logo. The logo features a single palm tree with two hummingbirds, similar to the town's coat of arms. The town's mayor, Xisca Mora, described the similarities as "surreal" and hinted at possible legal action. Kolski's business has a strong online presence with 11, 300 followers on Instagram. Markle's brand, on the other hand, has 642, 000 followers. Despite the controversy, Kolski has received an outpouring of support from his customers. He reshared several messages of support on his brand's Instagram Story. This situation highlights the challenges small businesses face when competing with larger, well-funded ventures.

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