Meghan Markle’s Lifestyle Brand Name Change Was Hidden on Her Instagram All Along

Meghan Markle may 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 a personal video on Instagram that 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.

Meghan originally unveiled the brand with a coordinating website and Instagram account in March 2024, showing “American Riviera Orchard” written in her signature calligraphy under a heraldic logo. Trademark applications obtained by PEOPLE showed that she was seeking permission to sell a slew of home goods, jarred foods, cosmetics, gardening gear, pet accessories and more under the ARO name.

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 @meghan and 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 the affectionate nickname some of her friends call her.

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

“I’m thankful to my partners at Netflix for supporting me in delaying the launch, as we focus on the needs of those impacted by the wildfires in my home state of California,” Meghan said in a statement on Jan. 12.

The Duchess of Sussex signed off “As Ever” in three Instagram posts that followed, from her announcement about the death of her beloved dog Guy to her sweet surprise of Billie Eilish merch for a teen who lost her home in wildfires and the romantic Valentine’s Day tribute to her husband, Prince Harry, while he was away at the Invictus Games Vancouver Whistler.

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“Back home taking care of our babies, and missing my Valentine, as he continues on at the Invictus Games, changing lives and reminding all of us of the power of healing and resilience through these incredible veterans and their families,” the Duchess of Sussex wrote below an unseen photo of her and Harry kissing at an outdoor table. “Beyond proud of my husband and what he’s created.”

“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, and headed home to be with their children Prince Archie, 5, and Princess Lilibet, 3, in accordance with a pre-planned arrangement.