Meghan Markle has scrapped her trademark 'American Riviera Orchard', rebranding it 'As Ever' - a nod to her pre-royal existence as a lifestyle blogger (alongside her acting roles).
In a seemingly candid Instagram video, filmed with the help of her husband Prince Harry (conveniently Queen Elizabeth II's grandson), she reminisces about her time editing her former website 'The Tig'.
She explains the name 'As Ever' means "as I've always been" - suggesting her love of "cooking, crafting and gardening" did not stop, just because she became a working royal in 2018.
But Meghan went further.
What some have perceived as a "dig" at the Royal Family, The Duchess of Sussex claimed she "hadn't been able to share in the same way in the past few years".
Meghan Markle has scrapped her trademark 'American Riviera Orchard', rebranding it 'As Ever' - a nod to her pre-royal existence as a lifestyle blogger.
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Was this Meghan's way of saying her life as a member of the Royal Family stopped her from fulfilling her business ambitions?
Upon marrying Prince Harry, Meghan was bound by strict royal protocol, and could not accept any commercial ventures.
She gave up her Californian lifestyle and culture, in favour of an old-fashioned institution which uses its global platform to promote charitable causes, rather than their own interests.
It has been widely debated whether or not Meghan knew exactly what she was signing up for - she claims she hadn't googled Prince Harry before meeting him, but a picture has since resurfaced of a teenage Meghan posing outside Buckingham Palace as a tourist.
Upon marrying Prince Harry, Meghan was bound by strict royal protocol, and could not accept any commercial ventures.
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It's possible she genuinely would have given up her former life, permanently, to become a working royal, supporting charities and other organisations, but simply couldn't cope with the pressures.
Prince Harry and Meghan claimed intense media scrutiny, a desire for more privacy, and financial independence were the main reasons they stood back as working royals.
Whatever the reasons were for Meghan and Harry moving to California, there is no denying their high-profile exit from 'palace shackles' catapulted them onto the world stage.
Thus, any business ventures associated with Meghan today automatically generate press coverage with a wide reach, which could lead to more sales and a higher profit.
Prince Harry and Meghan claimed intense media scrutiny, a desire for more privacy, and financial independence were the main reasons they stood back as working royals.
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Whether intentional or not, 'As Ever' has received more attention in its first 24 hours than Meghan's pre-royal blog 'The Tig' got during its entire existence.
It's partnership alongside Meghan's Netflix lifestyle show 'With Love, Meghan' (the contract with the streaming giant was acquired off the back of Megxit) will only help boost the company's profile.
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Despite Meghan's global fame, its a big challenge for her to compete with established A-List celebrity brands from the likes of Gwyneth Paltrow in an already saturated market.
Of course, we've been here before: 'American Riviera Orchard' launched with such a fanfare last year, but quickly faded into the background.
Could its rebrand 'As Ever' be heading for a similar fate?
Despite Meghan's global fame, its a big challenge for her to compete with established A-List celebrity brands from the likes of Gwyneth Paltrow in an already saturated market.
All eyes are on the launch of Meghan's new Netflix show next month, and whether it can draw in sales and much-needed ratings.
