From TV actress and Duchess, to podcast host and philanthropist – when it comes to reinvention, Meghan Markle has done it all.
But there are only so many rebrands one person can have, so we imagine that there’s been a fair amount of nervous tension in Montecito this week, as the Duchess of Sussex’s highly-anticipated new Netflix series With Love, Meghan finally dropped.
With so much at stake for Meghan’s latest venture – which also serves as a major calling card for her relaunch as a lifestyle influencer – it’s no surprise that she’s feeling the pressure, especially as she’s hit several stumbling blocks along the way. She announced earlier this month that she’d changed the name of her brand – which is tied to her Netflix series – from American Riviera Orchard to As Ever, amid reports the original name was beset with trademark issues.
And now the show is finally out, we’re told Meghan and husband Prince Harry are keeping everything crossed that it’s smooth sailing from now on, as there’s only so much more pressure that they – and their marriage – can take.
‘There’s so much riding on this, and it’s been made clear there’s only one chance to get it right,’ says an insider close to Meghan. ‘That’s why the old branding was cancelled and she started from scratch. Harry’s done his best to help her, but he’s had his own concerns. It seems like there hasn’t been a single day without some kind of drama or crisis to handle. On top of all that, they’ve got critics just waiting for them to fail. That kind of negativity would add to the stress for any couple.’
Meghan’s latest pivot hasn’t been an easy one. She originally announced the launch of American Riviera Orchard last year, sending celeb friends and influencers an exclusive batch of homemade jams emblazoned with the brand name to stoke public interest. Things then went quiet, with whispers that the company name was tied up in legal red tape that made it impossible to continue under that moniker.
In addition, her Netflix show was initially scheduled for January, but was delayed until this week following the LA wildfires. Then, in mid-Feb, Meghan revealed on Instagram that she’d decided to change the brand name. Announcing the news in a video to her 2.1million followers, the Duchess put a positive spin on the news, insisting the new name, As Ever, didn’t place limitations on her in the same way that American Riviera Orchard – a nickname for Santa Barbara – had. But, there was no escaping the criticism that followed, with some questioning the timing of the rebrand, and pointing out that it was yet another Sussex U-turn to add the list.
We’re told that the speculation was a tough pill to swallow, and with the jury still out as to whether audiences are enjoying the Netflix series, given that the streaming giant analyses its views over a 28-day period, both Meghan and Harry are feeling more tense than usual. And although they’re both trying to remain positive, there’s still a definite feeling of make-or-break looming over them.
‘The hits just keep coming,’ our source says. ‘As this point, Meghan’s got to be wondering if she’s cursed, because nothing with this brand has been smooth. It seems to be one huge issue after another, even though she couldn’t have worked harder on this. She never thought that, after all the blood, sweat and tears that she poured into the project, she’d have to totally rework it before it even launched. The whole process has been a complete nightmare.’
And it’s a nightmare that’s far from over, considering that the new name has also landed Meghan in hot water. While she’s spoken about selling fruit preserves, homeware and gardening items under the brand umbrella, it seems she won’t ever be able to sell clothing. Her new trademark application was partially rejected, following complaints made by a budget Chinese clothing brand named ASEVER that blocked her from selling apparel.
With so much on the line, and so many new dramas arising seemingly daily, we’re told Harry and Meghan are feeling the heat. Having gone out on a limb after stepping down as senior royals in 2020, they initially had a lot of support for their decision, before facing a serious backlash, thanks to their strong criticism of the monarchy and many of their post-royal projects falling flat or not materialising at all.
Indeed, all the backlash led the pair – who are parents to Archie, five, and Lilibet, three – to change tack and re-strategise their own brand identity last year by separating their professional lives, leading to rumours that their marriage was in crisis as a result.
Last month, a source told heat that all the stress has naturally had a negative effect on the couple, saying, ‘Meghan and Harry have been under pressure both personally and professionally, which has understandably taken its toll on their marriage. Things are really tough right now.’
Now, with all eyes back on Meghan – and Harry, by proxy – we’re told they feel this is their last chance to prove their critics wrong and show they’ve made a success of their new life in the US. Early responses to the Netflix series suggests this could be a much-needed triumph for the couple, but it’s still too tight to call. Either way, they’ve put everything into this – they have nothing more to give.
