Meghan’s 'As Ever' Rebrand Has Some Royal Watchers Talking About King Charles
Despite leaving the royal life behind in 2020 to carve her own independent path, Meghan Markle has constantly found herself in the midst of scrutiny. While her move to California was widely criticized, she remained adamant in her vision of expanding her portfolio in the lifestyle sector. Bringing that goal to life, she launched American Riviera Orchid in March 2024, later rebranding it to As Ever in February 2025. The Duchess later suggested that the transition was aimed at expanding the brand’s global appeal, but it wasn’t without its fair share of controversies. In a surprising turn of events, royal watchers are now blaming the 44-year-old for stealing her father-in-law, King Charles’ famous sign-off.
While the original name rooted her in the soil of Santa Barbara, As Ever was intended to provide a timeless feel suitable for Markle’s expanding partnership with streaming giant Netflix. However, social media sleuths were quick to point out that the phrase was the signature hallmark of the King’s personal correspondence for decades. When he was still the Prince of Wales, Charles consistently used “As Ever” and “Yours Ever” when writing letters and messages to those within his inner circle. This overlap has led to accusations that the Duchess is intentionally leaning into royal tropes to bolster her commercial appeal.
Explaining the stark similarity alongside some letters written by Charles, one detailed post on X (via Express) suggested, “Signing a letter with "As Ever" was extremely popular in the Victorian era and predominantly used by "boomers.” They suggested that for the monarch, the phrase was a sentiment of “enduring friendship and loyalty.” So, for many, Markle choosing her father-in-law’s exact words for her lifestyle brand felt less like a coincidence and more like a strategy. The irony of the matter is also particularly sharp for those who have consistently followed the fractured bond between the Sussexes and the wider Royal Family.
Critics argue that adopting something synonymous with the King is a bold move for someone who has, for years, distanced herself from the institution he led. But Markle had a very different reasoning for why she rebranded American Riviera Orchard to As Ever, and it has no connection with the monarch. According to the Duchess, the shift was born out of necessity rather than nostalgia. In a promotional video released on Instagram, she explained the limitations of her previous brand identity. “I had thought, 'American Riviera, that sounds like such a great name…it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area,” she highlighted.
Markle further observed that the involvement of Netflix in her lifestyle projects, such as With Love, Meghan, required a name that they could expand effortlessly. Interestingly, this isn’t the first time the phrase has appeared in her repertoire. In fact, in 2021, she signed gift copies of her children’s book, The Bench, with “As Ever,” perfectly capturing its significance even before she started using it commercially.