Prince Harry's message to Meghan Markle was picked up on the recording of her major announcement this morning.
The Duchess of Sussex has performed a U-turn on the name of her lifestyle brand.
Meghan Markle, 43, unveiled 'As Ever' as the successor to American Riviera Orchard, alongside launching a website featuring an intimate photo of her with daughter Lilibet, three, holding hands in the California sunshine.
The announcement video, filmed in the Sussexes' Montecito garden, includes a brief appearance from Prince Harry, who can be heard saying "It's recording" as he hands Meghan the phone.
Prince Harry's message to Meghan Markle was picked up on the recording of her major announcement this morning.
PA
Wearing a white linen shirt and blue jeans, the Duchess told followers: "The cat's out of the bag. I'm shocked we've kept this a secret for so long."
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.
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.
The Duchess of Sussex has performed a U-turn on the name of her lifestyle brand.
She 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."
Patent applications reveal As Ever's extensive product range will include textiles such as tablecloths and napkins, alongside skincare and haircare products.
The brand will also offer home furnishings including throws, blankets and bedspreads, as well as household scents like candles and diffusers.
Gardening enthusiasts can expect tools including trowels, spades and pruning shears, while the kitchen collection will feature cutlery and knives.
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The Duchess of Sussex promised followers behind-the-scenes glimpses as the launch approaches, signing off: "Sending lots of love As ever, Meghan."
Food products remain a core focus, with Meghan confirming: "Of course, there will be fruit preserves; I think we're all clear at this point that jam is my jam."
The venture follows her earlier foray into preserves, when she sent limited edition jars to celebrity friends under the American Riviera Orchard brand.
The Duchess described the brand as an extension of her passions: "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 everyday."
She promised followers behind-the-scenes glimpses as the launch approaches, signing off: "Sending lots of love As ever, Meghan."
