Duchess of Sussex Dropped Subtle Clues Leading to ‘As Ever’ Announcement
Meghan Markle had been dropping hints about her lifestyle brand’s new name long before the official reveal, leaving a series of subtle clues on Instagram.
On February 18, the Duchess of Sussex shared in a personal Instagram video that American Riviera Orchard would now be rebranded as As Ever.
“Last year, I had thought, ‘American Riviera, that sounds like such a great name,’” Meghan explained. “But it tied the brand too closely to Santa Barbara. I’ve been waiting for the right moment to share a name I secured in 2022, and this is the moment—As Ever.”
While the rebrand might seem like a recent decision, Meghan has been using the phrase “As Ever” as her signature sign-off since January 1, when she launched her personal Instagram account, @meghan.
Posts promoting her Netflix show With Love, Meghan and a heartfelt Valentine’s Day tribute to Harry all ended with “As Ever, Meghan” or simply “As Ever, M.”
The phrase first appeared on January 2 in a post about her Netflix series, which was later postponed to March due to California wildfires. It also featured in posts about her late dog Guy and a Billie Eilish merchandise gift to a fan.
Meghan’s consistent use of the phrase reveals a carefully planned lead-up to her brand’s new identity, highlighting her strategic approach to public image and branding.
