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Hidden details in Meghan's new announcement - and one awkard issue she avoids
Meghan Markle has posted a brand new bombshell video on her Instagram account revealing her American Riviera Orchard brand has been renamed as As Ever - and it seems the clip is filled with hidden details - plus one thing she fails to address
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Meghan Markle has announced a huge U-turn with her lifestyle brand in a bombshell Instagram video.
In a candid clip, seemingly filmed in her garden, Meghan revealed that she is ditching her American Riviera Orchard brand name in favour of new title - As Ever. Its launch will tie in with the release of her Netflix series With Love, Meghan, which drops on the streaming platform in two weeks. A new website for As Ever has also been launched, featuring a sweet unseen picture of Meghan running hand-in-hand with daughter Princess Lilibet.
Meghan is no stranger to sharing lifestyle tips as she previously ran the successful blog The Tig, which she closed down just before marrying Prince Harry. And it seems there are several hidden details in the announcement you might have missed - as well as a glaring issue that Meghan fails to address...
Prince Harry cameoIn the new clip where Meghan explains her decision behind the rebrand, she chats to the camera in a garden wearing a casual white shirt and jeans. And it appears she is helped in the filming of the clip by Prince Harry, who can be heard at the very start.
Meghan announcing her rebrand as being called As Ever (Image:
@Meghan/Instagram) Meghan announced the news on Instagram (Image:
@Meghan/Instagram)When the video starts, Harry can be heard saying: "It's recording" before appearing to pass the phone to his wife, who laughs nervously and says: "Okay".
Last week, Meghan joined Harry at his Invictus Games in Vancouver and Whistler for several days before returning to California to return home to their children Prince Archie and Princess Lilibet. And it appears Lilibet is also part of the rebrand as a picture of her and mum Meghan appears on the new As Ever website.
Fleeting family member appearanceHowever, it is not just Harry who is part of the video, in a blink and you'll miss it moment, another family member appears. Right at the start of the clip, one of the couple's dogs can be seen wandering around in the background. It appears to be their beagle Mia, who has been a part of their family for the last few years.
The couple also has a black labrador called Pula. Last month, Meghan announced the sad news that their other pet beagle Guy had died.
Subtle dig at royalsDuring the clip, Meghan explains the thinking behind her new brand, and explains how she has always been a fan of cooking, crafting and gardening. She previously shared similar tips on her lifestyle blog The Tig, which she ran in her days as an actress on Suits but shut down when she married Harry.
Meghan with the Royal Family at Sandringham in 2018 (Image:
Getty Images)And in a subtle dig at the royals after previously saying she wasn't allowed to do certain things when she was a member of the Firm, she added: "I've always loved cooking, crafting and gardening. This is what I do and I haven't been able to share it with you in the same way for the past few years but now I can."
When American Riviera Orchard was first announced last year, Meghan sent out samples of jam to some of her celeb pals who posted about it on Instagram. And teasing her As Ever products, she explained: "Of course, there will be fruit preserve. I think we're are all clear at this point that jam is my jam. There's so many more products that I love [and] use in my home. It's time to share it with you. So I can't wait for you guys to see it. Thanks, guys."
Meaningful jewelleryIn the video, Meghan appears dressed down in a casual outfit, but also wears her well-known pieces of beloved jewellery, including her engagement ring and Cartier watch. But she also sports another piece - a bold red heart necklace.
Meghan shows a glimpse of her red heart necklace (Image:
Meghan/Instagram) Meghan with her pal Kelly McKee Zajfen (Image:
Getty Images for Children's Hosp)And it appears the 'Heart of Gold' pendant has been designed in collaboration with her pal Kelly McKee Zafjen, with some of the proceeds going to charity. The Children's Hospital Los Angeles received 15 per cent of the necklace sales, with Gwenyth Paltrow also being spotted wearing one.
The charity is close to Kelly's heart as her late son George died in July 2022 aged just nine after being found unresponsive in the family home.
Also on full view in the video is Meghan's new signet ring, which she has been spotted wearing on her pinky finger that features her and Harry's joint royal cypher. It has been reported that the piece was a gift from Harry for their wedding anniversary last year.
Name hintIn the caption accompanying her video, Meghan explains the reasoning behind the new name, As Ever.
She says: "'As ever' means 'as it's always been' or some even say 'in the same way as always'. If you've followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. 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 every day."
But it seems the new name may have been hiding in plain sight on her newly-launched Instagram account all along. In nearly all the posts on the new account, Meghan has signed them off As Ever - possibly as a sign of things to come.
Glaring omissionHowever, one major thing that Meghan fails to address in the video is her struggles with trademarking her previous name American Riviera Orchard, which may have played into the urgent rebranding.
Last September, it emerged her application to have American Riviera Orchard trademarked had been rejected. She was then given three months to respond to the "nonfinal officer action" issued by the United States Patent and Trademark Office (USPTO). She was also warned that failure to do so could result in her application being abandoned.
She then encountered another stumbling block as a protest against trademarking the brand was lodged with the USPTO by the owners of the 'Royal Riviera' trademark. The 'Royal Riviera' trademark is owned by Harry & David, a US-based premium food and gifts retailer, for its 'Royal Riviera Pears', which are grown in the state of Oregon. The letter of protest, seen by The Mirror said there was a 'likelihood of confusion' and the case was referred to Marco Wright, the Trademark Office's examining attorney.
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