Meghan Markle’s Lifestyle Brand Secretly Revealed on Instagram
:max_bytes(150000):strip_icc():format(jpeg)/meghan-markle-invictus-games-021725-49448baed5104d8d817f206cd14a27ee.jpg)
The Duchess of Sussex, Meghan Markle, has stealthily hinted at the name change of her lifestyle brand via Instagram. On February 18, Meghan, 43, announced the rebranding of her lifestyle company, previously recognised as American Riviera Orchard, to its new identity: As Ever. The initial introduction of the brand took place in March 2024, where Meghan presented “American Riviera Orchard” in her distinct calligraphy beneath a heraldic logo on both a dedicated website and Instagram account.
According to trademark applications procured by PEOPLE, Meghan’s intention was to commercialise an array of products such as home goods, jarred foods, cosmetics, gardening equipment, pet accessories, and more under the ARO name. Despite the brand makeover, Meghan has tactfully incorporated “As Ever” as her go-to signature conclusion for her posts on the new Instagram account. Under the handle @meghan, unveiled on January 1, Meghan has consistently signed off her posts with either “As Ever, Meghan” or “As Ever, M”.
The elegant sign-off signifies the personal touch of Meghan’s messages, with “M” serving as an abbreviation for her name and a term of endearment used by close friends. The first use of “As Ever” appeared in an Instagram post on January 2, to promote her upcoming show on Netflix, ‘With Love, Meghan’. Originally scheduled for release on January 15, the debut was postponed to March 4 due to wildfires wreaking havoc in Meghan’s hometown of Los Angeles.
Expressing gratitude to Netflix for accommodating the delay, Meghan prioritised the needs of those affected by the wildfires in California. In subsequent Instagram posts, she continued to sign off with “As Ever”, including announcements regarding the passing of her cherished dog, Guy, a heartfelt gesture towards a fire victim gifted with Billie Eilish merchandise, and a romantic Valentine’s Day homage to her husband, Prince Harry.
In a reflective post about Prince Harry’s involvement in the Invictus Games Vancouver Whistler, Meghan professed her admiration and pride. Despite the physical distance between them during the event, she expressed her enduring support and love for her husband, signifying their enduring bond with the words, “My love, I will eat burgers & fries and fish & chips with you forever. Thank you for you. #lovewins, As ever, M.”
As Meghan stood by Prince Harry during the early days of the Invictus Games, a testament to their unwavering commitment, she later returned home to care for their children, Prince Archie and Princess Lilibet. The endearing use of “As Ever” in her posts serves as a personal touch that resonates with her supporters, signifying continuity and authenticity in her messaging.
Meghan’s astute use of social media to unveil subtle hints about her brand evolution showcases her strategic communication skills and ability to engage with her audience on a personal level. As the Duchess continues to navigate the realms of entrepreneurship and public life, her flair for storytelling and brand curation remains a focal point for her followers and admirers alike.