The Duchess of Sussex's newly unveiled crest for As Ever has a special meaning for Prince Harry.
Meghan Markle revealed the new brand name today alongside a distinctive crest on the venture's website.
The rebrand features a new image of the Duchess with her daughter, Princess Lilibet, prominently displayed on the As Ever webpage.
The new crest features an elegant square design with a palm tree at its centre, flanked by two hummingbirds.
The Duchess of Sussex's newly unveiled crest for As Ever has a special meaning for Prince Harry.
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The palm tree symbolises Santa Barbara, where the Duke and Duchess of Sussex reside with their children, Prince Archie, 5, and Princess Lilibet, 3.
The hummingbirds hold special meaning for Prince Harry, as detailed in his 2023 memoir, Spare.
In the book, Harry recounted a poignant moment when a hummingbird visited their Montecito home following Queen Elizabeth's passing.
He noted the significance of hummingbirds being considered symbols of spirits in certain cultures.
In the book, Harry recounted a poignant moment when a hummingbird visited their Montecito home following Queen Elizabeth's passing.
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A touching moment between Prince Harry and his son was captured in their Netflix docuseries "Harry & Meghan".
"We won't get a chance to be this close to hummingbirds ever again," Harry told Archie, who questioned why.
"Just watch. Because they are scared of humans," Harry explained, whilst observing the birds at their home.
Young Archie, however, appeared more interested in his feet.
"Papa is a bird watcher so this is a really big moment for him," Meghan remarked with laughter during the scene.
The personal significance of both the palm tree and hummingbirds in the new As Ever crest reflects the Sussex family's connection to their California home and Harry's interest in the birds.
The rebrand comes just two weeks ahead of Meghan's Netflix show "With Love, Meghan", which was delayed from its January launch date due to LA Wildfires.
The Netflix connection extends beyond her show, with the streaming giant now serving as a business partner for As Ever.
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The rebrand comes just two weeks ahead of Meghan's Netflix show "With Love, Meghan".
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"Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge," the duchess revealed.
Meghan explained her decision to rebrand, saying: "Last year, I had thought, '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 just manufactured and grown in this area."
The new name carries deeper meaning for the duchess. "'As Ever' essentially means as it's always been, and if you've followed me since 2014 with The Tig, you know I've always loved cooking and crafting and gardening - this is what I do," she said.
Meghan added: "I haven't been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first."
