Meghan Markle’s “As Ever” Rename Sideswipes Made in America Company

Here’s how she can make it right.

Meghan Markle may have left her days as a real-life princess behind, but she certainly remains a powerful cultural influence, sparking firestorms of interest and controversy with just the color of her dress. Though much of the scrutiny of her past choices has been thoroughly uncalled for, and we’re not interested in joining that mob, we do have a bone to pick with the Duchess of Sussex.

This Tuesday, Markle announced via Instagram that she was changing the name of her lifestyle brand from American Riviera Orchard, which alluded to the Santa Barbara region in which Markle lives, to As Ever. Fair enough! It’s been almost a year since she first launched American Riviera Orchard, and Markle has yet to sell anything or reveal details about her brand other than a blitz of jam samples for celebrity friends last spring. Wanna rebrand? Go for it!

But here’s the problem. The Duchess’s rationale for changing her band’s name stems from her desire to branch out from locally made products.

“Last year, I thought ‘American Riviera’ — that sounds like such a great name,” Markle said on Instagram. “It’s my neighborhood. It’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area, and then Netflix came on, not just as a partner in my show, but as a partner in my business”

We’re hoping that Markle’s justification for switching from American Rivera Orchard to As Ever just means that she’s pivoting from selling exclusively Montecito-made products to American-made goods, and not giving into corporate pressure to maximize profits by seeking offshore suppliers. After all, Markle has used her spotlight to showcase ethically and sustainably-made goods, which American manufacturers do so well.

And that’s not all. Tuesday’s name change sideswiped a small American manufacturer. Shortly after Markle’s renaming announcement, a New York- and New Jersey-based apparel company already named As Ever was inundated with questions and concerns about Markle’s post. Were they affiliated with Markle? Partnering with her? Collaborating? No. Markle had settled on a name that’s already taken.

Back in 2017, vintage expert Mark Kolski decided to launch apparel company As Ever after years of customizing his finds into reimagined garments for his wife. He found a cult following for his company’s pink jumpsuit, partnering with Northeastern Wear Inc. in Elizabeth, N.J., for production and attracting interest from big names like Madewell.

Following Markle’s post, customers and followers reached out to Kolski to ask about his company’s overlap with Markle’s lifestyle brand, he took to Instagram to address their concerns:

“I want to say thank you to all the old friends who know and love our small family brand As Ever, and also say hi to all those that have just become aware we exist. In the last 36 hours there has been an outpouring of support and concern regarding recent events around our namesake brand. We are aware. We are not affiliated.”

Markle hasn’t publicly addressed her overlap with Kolski’s As Ever, and it seems unlikely that she will yet again rename her lifestyle brand ahead of its impending launch this spring.

So, will I binge Markle’s upcoming Netflix lifestyle show, “With Love, Meghan”, when it premieres in two weeks? 100% yes. Will I buy anything when it comes to time for her to finally share the “tableware, kitchen linens, tablecloths, beverage ware, coffee and tea services and more, as well as perishables like jellies, jams, marmalades, fruit preserves and a variety of spreads and butters,” she’s reportedly planning on selling? That remains to be seen.

Since Markle still has a shot at correcting course before her lifestyle brand starts selling products, we put together a list of some American-made home goods that Markle should consider for her shop — companies that you can support right now.

1. Matouk – If you’re looking for effortless elegance and supreme quality when it comes to your bed, kitchen and bath linens, this Fall River, Mass., company is a dream. Founded nearly a century ago, Matouk is now in its third generation of family ownership but as committed as ever to handcrafted luxury textiles. We think the Duchess, who is an avid gardener, would especially appreciate Matouk’s botanical patterns.

2. Anchor Hocking – Anchor Hocking’s American-made glass and bakeware is exactly the kind of classic and dependable home goods we think Markle would use in her own kitchen. And the company’s Lancaster, Ohio, manufacturing facility is represented by the United Steelworkers, which is a major plus in our book!

3. Fiesta – This West Virginia-based, United Steelworkers-represented company has handcrafted ceramic dinnerware since 1936. We suspect that Markle would seek out Fiesta’s collections in white or other minimalist shades, but Fiesta is renowned for its kaleidoscope of color selections, like its lovely sky blue or peony pink. Check out this interview with the CEO behind the company on The Manufacturing Report podcast for its full history!

4. Liberty Tabletop – Made in Sherrill, N.Y., Liberty Flatware is the only maker of stainless steel flatware in the United States. The company offers a wide range of styles, like this bee-inspired collection, but we think that Markle’s eye would be drawn to Liberty’s more classic flatware, like their best-selling Annapolis collection. Learn more about how Liberty Tabletop got its start in this episode of The Manufacturing Report.

5. American Spoon – Markle’s homemade jams certainly made a splash on social media, but American Spoon brings that same small-batch, farm-to-table ethos to your kitchen. This family-owned Michigan company has partnered with local farmers and foragers since 1982 to harvest the absolute best fruit and bring it to your table. Their Sour Cherry Preserves are a must-try!

These are just a few Made in America companies that we think deserve an international spotlight, if not a spot in Markle’s lifestyle store. Check out our Made in America Directory for so much more.