Meghan Markle’s Lifestyle Brand Name Change Was Hidden in Plain Sight on Her Instagram All Along!

Mar. 15, 2025

Karwai Tang/WireImage

Meghan Marklemay be rebranding her lifestyle company, but she’s been dropping subtle clues about it on Instagram.

On Feb. 18, the Duchess of Sussex, 43, announced in apersonal video on Instagramthat she was changing the name of her lifestyle brand, formerly known as American Riviera Orchard, to its new name: As Ever.

“Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ 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,” she said.

“So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever,” she revealed.

Though the Duchess of Sussex is pivoting with the refresh, she has adopted “As Ever” as her go-to signature to close posts on her new Instagram account. On Jan. 1, Meghan unveiled a new Instagram account under the handle@meghanand has so far signed off just about all of those posts with either “As Ever, Meghan” or “As Ever, M.”

The elegant farewell signals that the messages come directly from her, with “M” being shorthand for her name — and theaffectionate nicknamesome of her friends call her.

Meghan first used the adieu “As Ever” on the Jan. 2Instagrampost promoting her upcoming lifestyle show,With Love, Meghanon Netflix. The eight-episode series was due to debut on Jan. 15, but she pushed it back to March 4 after aseries of wildfiresdevastated her hometown of Los Angeles around that time.

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“My love, I will eat burgers & fries and fish & chips with you forever. Thank you for you.#lovewins,” she said. “As ever, M”

Meghan was with Harry, 40, for the first few days of the seventh iteration of the international adaptive sports tournament for veterans that he founded in 2014, andheaded hometo be with their childrenPrince Archie, 5, andPrincess Lilibet, 3, in accordance with a pre-planned arrangement.

source: people.com