Although the name change wasn’t entirely unexpected, Meghan Markle has revealed that her lifestyle brand American Riviera Orchard has been changed to As Ever.
Meghan, 43, announced in an Instagram video that she would switch out the brand for As Ever and that the launch would coincide with the release of her highly anticipated television series With Love, Meghan. For some, the change in title had long been implied, despite her admitting to being “shocked” that she had managed to keep it a “secret for so long.”
However, eagle-eyed fans have spotted that the Duchess of Sussex appeared to hint at the name change prior to making the big announcement. Meghan has used a very specific sign-off in all but two of her posts since the Instagram account’s launch at the beginning of the year.
Meghan has provided a glimpse into her life since joining the social media platform. She has shared seven posts on her grid in the past two months, including a sweet Valentine’s Day tribute to her husband, Prince Harry, and a video promoting her new Netflix show.
Alongside the posts, Meghan has become known for her lengthy captions. When it comes to signing off her posts, the Duchess of Sussex has ended the captions with “As ever, Meghan” five times out of seven. Besides being an endearing way to round off things, it just so happens to be the new name of her brand, As Ever, too.
Fans shared on social media that they had been spotted Meghan had been making hints about the name for months following the big reveal. “When launching a new brand, memorability is key. ‘ Assert really works because she consistently uses it and will continue to do so, making it a clear part of who she is as she posts her post. One on X wrote, “The rollout started in many ways”!
Meanwhile, another pointed out that Meghan has been using the sign off for years and had even signed off episodes of her Archetypes podcast, which ran from August to October 2022, with “As ever, I’m Meghan”.
They commented: “Meghan has been using the phrase” As ever “like ‘ for ever’, to sign off. E. g., on all her Archetypes podcast episodes (As ever, Meghan), and going back in history, on her” The Tig “and IG posts. Duchess Meghan is the most reliable person there is.
Meghan has explained the significance behind the brand name’s choice, giving the impression of dropping hints about the new brand name in secret. She noted that the project would be an “extension” of things that have long been her passions because she had previously founded The Tig, a lifestyle blog, before getting married to Prince Harry.
“‘ As ever ‘ means ‘ as it’s always been ‘ or some even say ‘ in the same way as always’. You’ll know this couldn’t be truer for me if you’ve followed me since I first started writing The Tig,” she wrote in the announcement post’s caption.
“This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the every day.
As we prepare to launch, I promise to keep sharing details with you as we move forward, and I’m eager to see what you think of everything we’ve been working on. Sending lots of love… As ever, Meghan. “
Meghan gave fans a taste of what the brand could offer in addition to revealing the name change. Jars of jam were sent to various famous faces last year when American Riviera Orchard first launched, but that’s just one of the things that people can expect from As Ever.
” I’ve always loved cooking, crafting and gardening. She said, “This is what I do, and I haven’t been able to share it with you in the same way for the past few years. But now I can.”
” Of course there will be fruit preserve. At this point, I believe we are all clear that jam is my jam. There’s so many more products that I loved]and] use in my home. It’s time to share it with you. So I’m eagerly awaiting your views of it. Thanks guys. “
Source: Mirror
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