The Duchess of Sussex has followed her first Instagram account, choosing to follow her newly rebranded business venture 'As Ever'.
The move comes as Meghan Markle unveiled the new name for her luxury brand, which was previously known as American Riviera Orchard.
The 43-year-old former working royal announced the rebrand on Tuesday morning in a video message to her 1.9 million followers.
The change was prompted after trolls scrambled to claim potential Instagram handles, with several variations including '@AsEver' and '@AsEverMeghan' being taken by other users.
The Duchess of Sussex has followed her first Instagram account, choosing to follow her newly rebranded business venture 'As Ever'
GettyThe duchess has now secured the handle 'aseveroffical' for her brand's account, which was first created in 2024.
Addressing her followers in the announcement video, Meghan explained the reasoning behind the name change.
"Last year, I thought, you know, American Riviera, that sounds like such a great name — it's my neighbourhood, it's a nickname for Santa Barbara — but it limited me to things that were manufactured and grown in this area," she said.
The rebranding comes just two weeks before the launch of her Netflix series "With Love, Meghan".
Meghan Markle launched her personal Instagram on January 1, 2025
Netflix has expanded its role beyond the show, becoming a business partner in the venture.
"I'm thrilled to introduce you to As Ever – a brand that I created and have poured my heart into," the Duchess told followers.
"As Ever essentially means as it's always been," she added, connecting the brand to her previous lifestyle blog from 2014.
Patent applications reveal As Ever will offer a diverse product range including textiles, skincare, gardening tools and household scents.
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Meghan Markle, 43, unveiled 'As Ever' as the successor to American Riviera Orchard, alongside launching a website featuring a photo of her with daughter Lilibet, three, holding hands in the California sunshineAsEver"Of course there will be fruit preserves, I think we're all clear at this point that jam is my jam," Meghan said of the upcoming product line.
The brand's new logo features a palm tree and two hummingbirds, which royal fans suggest may reference Prince Harry's late grandmother, Queen Elizabeth II.
The connection stems from an incident Harry detailed in his memoir 'Spare', where a hummingbird entered their home after the Queen's funeral.
The brand's website home page shows Meghan and daughter Lilibet walking across a lawn with two palm trees.
