Meghan Markle has been criticised for her latest "crisis pivot" in launching her lifestyle brand As Ever, following a copyright battle over its previous name, American Riviera Orchard.
The Duchess of Sussex was forced into another rebrand before the company's official launch but may be facing further headaches over the new company's logo.
Speaking to GB News, Royal Commentator Kinsey Schofield claimed that the royal's "rebrand rescue" is nothing more than another "business ploy" for the Duchess.
Meghan's new luxury brand logo has triggered a legal probe from Porreres, Mallorca, after bearing a striking resemblance to its historic coat of arms.
Kinsey Schofield has hit out at Meghan Markle's 'crisis pivot' over her new lifestyle brand name As Ever
GB News
Noting that Meghan was "clearly unable" to retain the branding for American Riviera Orchard, Schofield explained: "The As Ever landing page is just an email collection web page, which is exactly what American Riviera Orchard has been for almost a year now, so she was clearly unable to get the trademark for American Riviera Orchard.
"This is a crisis pivot or a rebrand rescue that we are seeing in real-time as she's got a Netflix show that premieres in two weeks."
When asked by host Patrick Christys if the lifestyle brand has sold any products as of yet, Schofield highlighted that so far Meghan has "sold nothing", but has sent PR packages to her famous friends.
Schofield added: "It has sold nothing. She gave some jam to Chrissy Teigen, America's favourite bully, Kris Jenner, a couple of celebrities posted it on Instagram, but it has sold absolutely nothing."
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Patent applications reveal As Ever's extensive product range will include textiles such as tablecloths and napkins, alongside skincare and haircare products
Asever.comDelivering his verdict on the rebrand, which Meghan suggested has given her "freedom" outside of the Royal Family in a recent Instagram video, Patrick highlighted that the Royal Family "already makes and sells jam".
Patrick noted: "She's saying she really has found freedom now because when she was a member of the Royal Family, she couldn't make jam.
"Which is not true, because the Royal Family does actually make and sell jams. So it's remarkable, really."
In agreement with Patrick, Schofield told GB News that Meghan and Harry are seeking new "business ploys" after "selling their secrets" to the world.
Schofield told GB News that Meghan Markle's brand is another 'business ploy' for the Duchess
GB News
Schofield said: "What do Harry and Meghan have today? They've sold all of their secrets, and now they've they've got to pivot, they've got to figure out what their future looks like.
"It was interesting to me that in her Instagram video, she kept referring to Netflix as her partners. Meghan, they are your bosses, they are your employers. You can be terminated by Netflix, you are not partners. I thought that was curious."
Revealing another headache for Meghan, Schofield concluded: "There is a retail store called As Ever here in the United States, so if Meghan does try to do anything fashion related, it could indeed jeopardise that brand which could land her in court yet again.
"I don't think this woman owns a computer to do a quick Google search before she rebrands herself for the 13th time in a year."
