Meghan Markle quietly changed the name of her brand’s old Instagram account before she announced the launch of her new one.

The Duchess of Sussex took to social media to announce that she has renamed her lifestyle brand American Riviera Orchard (ARO) to As Ever.

ARO was soft-launched last year in March, when Meghan landed an Instagram page for it with the same handle, which linked to a website and only had the duchess’s logo on it.

Following the former actress’s announcement this week, various users snatched Instagram handles similar to As Ever, like @AsEver and @AsEverMeghan.

By Tuesday morning, both American Riviera Orchard’s website and Instagram account were still visible.

But it looks like the duchess decided to rename ARO’s Instagram instead, which has already amassed 634,000 followers at the time of writing, and secure the @aseverofficial.

The new Instagram page only has one photo uploaded, which shows a breakfast table and, presumably, the duchess dripping honey on a croissant. Various jams, with no logo, and fruit can be seen in the background.

It’s captioned: “You’re warmly invited: As ever, coming Spring 2025.”

The brand’s page’s description only features Meghan’s official Instagram page, As Ever’s new website and says: “Established 2025”.

Meanwhile, American Riviera Orchard’s website now appears to redirect the user to As Ever’s new website.

On Tuesday, Meghan posted a new video renaming the brand, writing in its 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 everyday.”

Meghan joked about the first product released by her business last year, a limited edition jar of strawberry jam, saying: “Of course there will be fruit preserves, I think we’re all clear at this point that jam is my jam.

“But there’s so many more products that I just love that I use in my home and now it’s time to share it with you, so I can’t wait for you to see it.”

At the start of the video the Duke of Sussex can be heard in the background saying “It’s recording” before his wife tells her followers: “In two weeks, my show is coming out, which I’m so excited for, and also my business, which I think there’s been a lot of curiosity about.

“Last year, I had thought ‘You know what, 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. Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge.”

Meghan added: “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.”

A trademark application filed in February 2024 shows the company wishes to offer downloadable and printed recipe books, tableware, textiles, and jams and marmalades, and the duchess said she secured the new name in 2022.