Meghan Markle’s ‘As Ever’ brand name sparks fresh claims it echoes King Charles’s letter sign-off
Meghan Markle has been criticised online after a social media user claimed the name of her lifestyle brand, As Ever, mirrors a sign-off long used by King Charles in correspondence. The allegation, shared on X on Monday, has prompted renewed discussion about the Duchess of Sussex’s branding choice and the phrase’s historical use.
Express reported that one royal fan posted examples of letters said to have been sent by Charles in which he signed off with “Yours ever” and “As ever”, arguing the wording was commonly used when he was Prince of Wales.
The fan wrote that the phrase was popular in the Victorian era and suggested it was typically used by older generations. The same post also claimed Meghan used “As ever” in 2021 when signing an autographed copy of her children’s book, The Bench.
Meghan explained her decision to rename her venture from American Riviera Orchard in an Instagram video posted in February 2025, saying the original title tied her too closely to products made or grown in the Santa Barbara area. The rebrand came as the Duchess developed the project alongside Netflix, and it follows recent claims that she is preparing to expand the As Ever range.
The online discussion underscores the level of attention surrounding the Duchess’s commercial projects, with social media users scrutinising names, messaging and past remarks as her business plans continue to take shape.
