Meghan Markle’s latest venture, the much-hyped lifestyle brand “American Riviera Orchard,” has hit a significant roadblock. The Duchess of Sussex’s attempt to trademark the brand name was flatly rejected by the U.S. Patent and Trademark Office (USPTO). The reason? You can’t trademark a geographical location, a basic rule that seems to have been overlooked by Markle’s team.

The name “American Riviera” is a clear nod to Santa Barbara, California, where Markle and Prince Harry have settled down with their two children. But the USPTO wasn’t impressed by the addition of “Orchard” to the name, ruling that it doesn’t change the fact that the brand name primarily refers to a geographical location. The agency pointed out that when a location is included in a brand’s name, there’s an automatic assumption that the goods or services come from that place. And in this case, they do—Markle herself resides in Santa Barbara, making the connection all too obvious.

While Markle’s team claims that this pushback is “routine and expected,” it raises questions about the planning and foresight behind this venture. After all, the USPTO’s rejection isn’t just a minor hiccup—it’s a fundamental flaw in the brand’s identity. The rejection also pointed out that Markle’s product descriptions were vague enough to fit into multiple trademark categories, adding another layer of complexity to the application.

To make matters worse, the USPTO presented evidence that another Santa Barbara-based company is already using the term “American Riviera” to sell a candle. This further proves that the nickname is widely associated with the area, making it unlikely that Markle’s application will ever get approved as-is. The purpose of such rulings, according to the USPTO, is to ensure that geographic names remain available for all businesses in the area to inform customers about the origin of their products or services.

Markle now has three months to address the issues raised by the USPTO, or she risks having the application dropped altogether. And if she wants to push forward with the trademark filing, it’s going to cost her—an additional $700, to be exact. This setback might not be insurmountable, but it certainly doesn’t bode well for a brand that has already faced delays and uncertainty.

Despite the buzz surrounding the brand’s launch earlier this year, there’s still no concrete release date or even a clear idea of what products will be available for purchase. So far, Markle has sent out jars of strawberry jam and dog biscuits to a select group of celebrities, teasing what the brand might offer. There’s even talk of a future rosé wine range. But six months after announcing the venture, it seems that all Markle has to show are some freebies sent to her famous friends.

While there’s been speculation that Markle could rake in a seven-figure sum within the first year of launching “American Riviera Orchard,” this latest setback casts doubt on whether that ambitious goal is realistic. As with many of her endeavors post-royal life, this one seems to be facing challenges that could have been avoided with better planning and execution.

In the end, Meghan Markle may need to rethink her approach if she wants her brand to succeed in a marketplace where even the smallest details can make or break a business.