A photographer in Arizona has called out the Duchess of Sussex after Meghan Markle's new lifestyle brand adopted the same name as her long-established business.
Jen, owner of As Ever Photography, took to Instagram to address the situation after the duchess rebranded her company to 'As Ever'.
"When one of the most famous people in the world starts using your biz name of 12+ years (that you named in honour of your grandmother), seems like they could throw me a lil bone?" she wrote, tagging Meghan and Netflix.
The clash comes as Meghan, 43, launched her rebranded venture with a website featuring a photo of herself holding hands with daughter Lilibet.
Meghan has publicly spoken out about the abuse she suffered after joining the Royal Family in 2018
ReutersThe situation has also affected other businesses, including a New Jersey clothing company that shares the As Ever name.
Jen shared the deeply personal story behind her business name on Instagram, explaining its connection to her late grandmother Evelyn.
"I was so fortunate to have all four of my wonderful grandparents in my life well into adulthood," she wrote, describing her grandmother as "the sun in our family's solar system".
The name was inspired by her grandmother's letter signature: "As Ever, Evelyn".
Meghan Markle, 43, unveiled 'As Ever' as the successor to American Riviera Orchard, alongside launching a website featuring a photo of her with daughter Lilibet, three, holding hands in the California sunshineAs Ever website"No matter how much time has passed, my feelings for you remain unchanged. And so it is with photographs: The passing of time cannot change what was felt at the very moment the shutter opened and captured life," Jen explained.
She added that her grandmother taught the family about "laughing, singing, and dancing as much as possible".
she concluded: "I know she would be happy to be part of my everyday endeavour to see light and laughter and love."
Following the attention her post received, Jen later clarified her stance on the situation.
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The rebrand has already faced challenges, triggering a plagiarism dispute in Spain with the logo appearing rather similar to the Porreres Coat of Arms
As Ever / WikipediaShe wrote on Instagram: "I had a bit of fun posting about Meghan Markle using my biz name, but I am in no way interested in hatemongering against her."
She disabled comments on her As Ever-related posts after some users began turning "good natured fun into nastiness".
The incident follows Meghan's recent rebranding of her lifestyle venture, where the duchess renamed her company to As Ever after encountering trademark issues with her initial project, American Riviera Orchard.
The change came just two weeks before the launch of her new Netflix show, 'With Love, Meghan'.
The rebrand has already faced challenges, triggering a plagiarism dispute in Spain and with a New York vintage clothing designer.
