Meghan Markle has been warned that there is no margin for error following the announcement of her latest brand revamp. 

The Duchess of Sussex has made a significant shift in her business identity, scrapping the original American Riviera Orchard name in favor of a new brand, 

As Ever—a move that has sparked intense debate among industry experts and royal watchers.

The unexpected name change comes before American Riviera Orchard even had a formal launch, 

with Meghan reportedly making the switch to avoid being geographically tied to her Santa Barbara residence. 

While she has positioned the change as a way to broaden her business appeal, public relations specialists have suggested the move could be perceived as an early misstep.

Industry Experts Weigh In on Meghan’s Rebranding Decision

PR expert Jane Owen, who has worked with high-profile celebrities, expressed strong opinions on the situation, stating that the shift to As Ever may be viewed as an admission of failure. Speaking exclusively to The Mirror, she remarked, “This brand change should have happened before anything was announced. The initial launch feels like a complete waste of time and energy.”

Despite the criticism, Owen acknowledged that the new branding could work in Meghan’s favor if executed properly. She emphasized that the key to success now lies in the quality of the products. “If the brand delivers amazing and high-quality products, then no one will care about the early mistake,” she explained. However, she warned that Meghan is now under more scrutiny than ever, adding, “There is zero room for anything subpar. The pressure is on to make this work.”

A More Inclusive Approach?

Despite the backlash, Owen agreed with Meghan’s reasoning behind the change, noting that As Ever feels more accessible compared to the previous name. She pointed out that American Riviera Orchard carried a niche, Santa Barbara-inspired aesthetic that may have alienated potential customers. “The original name had an old-fashioned and exclusive feel,” she noted. “As Ever has a broader appeal.”

That said, the expert also issued a stark warning: “This is it—if this doesn’t work, it just doesn’t work. There will be no third chances.”

Controversy Over the New Logo

While the revamped brand has yet to release an official product, As Ever is already facing scrutiny over its logo. The branding, which features a palm tree and two hummingbirds, is reportedly a nod to Prince Harry and Meghan’s California home. However, it has sparked accusations of plagiarism.

Xisca Mora, the mayor of Poreress, a town in Majorca, has claimed that the design closely resembles the town’s coat of arms. She has gone as far as labeling it a “complete copy”, raising concerns that legal action may follow.

Additionally, As Ever NYC, a small independent clothing brand based in New York, has publicly addressed the potential brand confusion. While the company has not directly accused Meghan of infringement, some social media users have joked that the situation is turning into a “royally scandalous” controversy.

What’s Next for Meghan’s Brand?

At this stage, Meghan has yet to release any official products under As Ever, and the effectiveness of her rebrand remains uncertain. Given the scrutiny surrounding the initial rollout, the Duchess now faces mounting pressure to ensure her business launch is not only seamless but also a commercial success.

Royal watchers and branding experts will be closely monitoring her next moves. Whether As Ever proves to be the game-changing brand Meghan hopes for—or another high-profile misstep—remains to be seen.

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