The Duchess of Sussex has rebranded! Last year, Meghan sent jam to her friends under the label “American Riviera Orchard.” ARO was supposed to be her brand, which would be launched concurrently with her Netflix entertaining show. ARO had trademark issues though, and the people who were obsessively following ARO’s moves noticed that not a lot was happening around it. That’s because ARO has basically been a cover for the past year – the real name of Meghan’s brand is “As Ever.” She’s been using that as her Instagram sign-off throughout this year, and Meghan officially announced the name switch in an Instagram posted last night.
Just days before the debut of her Netflix series With Love, Meghan on March 4, the Duchess of Sussex, 43, has unveiled the rebranded name of her lifestyle brand: As Ever. Launching alongside her upcoming cooking, gardening and entertaining show, the new brand reflects her next big step. Along with the announcement, Meghan also unveiled a fresh website for As Ever, featuring a heartwarming new photo of her 3-year-old daughter, Princess Lilibet.
On Feb. 18, Meghan shared the news in an outdoor Instagram video featuring a brief cameo from her husband, Prince Harry, who tells her, “It’s recording,” as he hands her the phone.
“The cat’s out of the bag,” Meghan says with a smile, dressed in a white button-down and jeans. “I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about. Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area,” she continues.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business. which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever,” she reveals.
“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 says. “And 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.”
“Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam. But there are so many more products that I I just love, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks guys!” she concludes.
You can see the As Ever site here. It’s a subscription site, you have to enter your email. I mean… I hope she’s selling As Ever items on the site when everything launches? I also believe the stories that Netflix will sell Meghan’s products at brick-and-mortar stores too. Anyway, I’m glad she fooled everyone and that ARO was the cover story. This is also a confirmation that Netflix is her business partner on the brand. Which makes me happy.
Screencaps from IG video, As Ever site and Archewell.
Netflix investing is huge!
So glad also that she got to announce it herself & how good and fresh does she look!
So much looking forward to this, ‘jam is my jam’ !
It’s because Netflix is about to drop them, obviously teehheehee I’m giddy with this fantastic news and I love the branding. I can’t wait
As ever is cute but there’s already an AE (American Eagle) brand so it’s not ideal.
@bananapanda What? Yet again Meghan being held to standards that others aren’t. How about American Express, Amazon Echo, Adobe Edge, Aeroflot Express? Maybe they should have avoided having same initials also?
Yes! Love the look of the site itself, too. The logo of the palm tree and the two hummingbirds is great.
I loveeeee this sooo much!! Every morning I get up and check to see if Meghan has posted anything (time difference in Central Europe). And I’m always really happy when she posts something, it’s just a feel good feeling on her page!
The streaming numbers so far have to be astronomical especially their Docuseries, because they just doubled down on the investment they have in Meghan, the Duchess of Sussex. Hope this shuts up some of the rota. I love the rebranding, it’s elegantly simple, just like Meghan.
Re streaming: Heart of Invictus was mentioned so, so much. The Games did more for HoI in terms of publicity than a certain founder of IG ever did.
It helped that Kasper from Denmark was shown playing with the puppies in Vancouver — he was there as a coach — and that participants mentioned they were inspired to get into the program after having watched HoI.
@hypocristy I totally agree. It fits her.
Hahahahahahahah omg
I 1200000% believe the name switch was changed and intentional. Omg the genius. The seo alone 😂🤣
Unlike the left-behinds..Madam Duchess is not a liar. So yes I absolutely belive her! 🙂
I woke up very early (4 am in CA), and think I was from hearing all the salty screaming and crying all the way here in Los Angeles! As nothing was posted up here in CB yet, I took a quick peek at the Flaying Fail, and Meg’s news, of course, is THE main headline. The OUTRAGE that our Duchess continues to not just thrives, but FLIES and SOARS right past them. Gotta just love it!
Our Duchess looks gorgeous; can’t wait to see the skin care line she’ll have on the site. I’m ready, waiting, cc in hand to get going! March 4 can’t come fast enough for me 😊
Too funny!! I also woke up around 4am (in Vegas) and now I know why! I love the name & wish her ALL the BEST
Lol, I thought it was just the wind howling here in Boston. We’ve had gale warnings for days, but there was an extra sharpness to the screams this morning.
It’s the main most important story in the whole country, but of course it says Meghan’s brand failure. How can their readers not see this for what it is??? I’d find it offensive that they lie and try to manipulate me like this.
Their main headline?
They’re so obsessed.
Can’t wait for the show and I’m not even the kind of person who watched cooking shows etc.
Happy for Meghan that As Ever stayed under the radar for so long — but sad at the same time because unhealthily obssed Derangers apparently found the AE trademark and spread their trophy via Twitter, while the rest of us were busy with Invictus and the mute challenge.
Anyway, looking forward to Maureen having to explain himself, while laughing that some UK Deranger, maybe “Lady” CC apparently reserved variations of ARO combinations for UK top level domains that she only wanted Meghan to get after ahe provided, dunno, that the kids exist or some similar harebrained idea.
Counting down to the WLM and AE launchings…
Meanwhile let me go say a quick prayer for my bank account.
LOL! I think a lot of us are in the same boat as you, re: the bank account/ the melting credit card.
I figured she was going to change the name, and it’s funny that I noticed that she kept signing her Instagram posts As, Ever but I never made that connection. There are several funny things to me though. One, the British media that claims that they know everything didn’t know this. Two, the British media that is constantly talking about how this is a make or break year for them, and now Netflix is literally going into business with her. Three, her being on Instagram is completely ruining their ability to set narratives.
By the time they can churn out their articles her videos have millions of views. I’m sure they are going to spend the rest of the day pretending they just so happen to have insiders that know everything but the fact that this was coming. Of everything with them I love that she is making them irrelevant to presenting her news or Harry’s news.
This is so exciting!! I’ve subscribed and can’t wait to get more news!! I’m literally squealing ❤️❤️❤️
I am squealing too 😍 just subscribed ❤️❤️❤️
Meghan getting back on IG is the gift that keeps on giving. I know antis tried to leak her site but she got right in front of it.
I love the fact that anytime the trolls or the tabloids start a stupid narrative about her she can shut it down now. It makes the general public realise that the best place to get Meghan news is from Meghan herself!
As ever! The bait and switch! The way the salty ones have been tracking ARO when as ever Meghan was busy making underground moves. Love it.
Great news. Congratulations meghan
Meghan really is in her era of joy . She is so cute and happiness is my favorite look on her . Can’t wait until her show drops and everything else she has to offer. Meghan deserves the moon and the 11 stars for what she has been through and continues to endure at the hands of that family and it’s media lap dogs.
Why do you think ARO was a cover? It sounds like she secured a few names back in 2022 as backups and now that she has run into trademark issues with ARO she chose the next best thing – As Ever.
That’s what it sounds like to me too. She had some back ups and after running into all the issues with ARO and rethinking it, she decided this new name would be better.
That’ was my read too. As Ever was a name that she liked for something, in the future, so she grabbed it in 2022 just to secure it. (Relatable! Who among us doesn’t have a couple of domain names they keep paying for just in case.) It worked out well when ARO ran into issues.
Because why would she lie about it? She said that As Ever was what they trademarked back in 2022. It sounds like they did ARO on purpose to get the DM people all insane why they covertly were working with Netflix and others on As Ever.
That’s the thing that has never made sense with the narrative that they were having trademark issues, we were never given any real substantial information as to what those issues were. The fact that she had As Ever being trademarked at the same time, without the media having no idea of it while saying they know everything about what’s happening with ARO trademark gives the impression that they were making stuff up as they go. The media continue to hound them and think they have them trapped and cornered and in the end, Harry and Meghan continue to be blessed in ways that surpass what their enemies wished or predicted for them. As Ever is an even better suited brand for Meghan than ARO was. I love this era of joy for Meghan.
Yeah, I don’t get why there would be a need for all this subterfuge if that was the case. Meghan has trademarked a wide variety of names since leaving the royal family, so her having this one locked up back in 2022 isn’t some big gotcha. More likely she realized that ARO was a clunky name that came with other issues, and the trademark challenges sunk it.
Possible. Or maybe Netflix wanted something that wasn’t so geographically limited.
ARO never sounded like anything Meghan would pick for a business. It’s too pretentious. Which is why I’m sure she picked it for the tabloids to follow. So they could keep writing about how elitist she is. Meghan even when she’s wearing $1000’s of dollars in clothing. Never makes it seem like she’s more important than everyone else. Unlike another tall white woman with wiglets. As ever fits her personality.
Wow! So Netflix IS an investor. Has that ever happened before? Or is this a new horizon for both of them.
So, she secured the trademark in 2022? And ARO was just a cover? That’s some long term subterfuge!! Impressive!
I wonder if the brand was supposed to launch in January as well but got pushed back along with the show.
I think it’s a new horizon for both, Netflix is expanding and partnering with Meghan is the perfect way to start. Meghan is a trailblazer, so there will be more people partnering with Netflix in the future ❤️
So excited. I am always updating my kitchen utensils so I am looking forward to more utensil to update to.
The timing is *perfect* for me, as I’ve just started a reno of my condo and will have the need of ohhhhh so many things!
Love this name for her brand. She has been signing off with “As Ever” for a while so it makes sense. She looks so happy and free and I love that!
Oh wow she is finally getting it out there and so very soon. Happy for her!!!
Yay!! Have loved the “as ever” sign off, from whenever she started using it. This seems so much more “her” as a brand.
“Jam is my jam”, she is such a dork LOL
It could not be funnier whenever the British press come up with a new talking point (their relationship with Nexflix is OVER and a FAILURE), it consistently ends up being spectacularly disproven with an even greater success.
She’s been using as ever for a while now. No idea how far back. Probably more than we know. And yes she can be a cheesy dork but I’m here for it.
Fail is already claiming this is disaster rebranding. Lolz for days
Didn’t the British press tell us that Netflix was going to dump Harry and Meghan? Anyway I’m happy for Meghan.
Exactly! They were so unhappy they became full on investors!
I was so happy reading that!,
Love love love it!
Love love love it! To me it also says that Meghan has a solid business plan Netflix might have even helped develop or scale. Lovely news!!
Ive been happily stating that I trust Meghan and I’m happy with what she gives us because since The Tig she’s always gotten it right. I love, love, LOVE her company name and I remain seated and excited.
I love that she’s on IG you guys 🤍 I think Meghan is at the point where she knows that the haters will, hate, troll and lie and she just doesn’t care about them. She cares about her family, friends and quality of life and those who want to engage with her in a positive way.
Countdown to when we will start hearing about the King Chuckles and his jams — 3 – 2 – 1 🙄😂
KCIII, when he was Prince of Wales, started an organic food and drink brand in 1990. It is called Duchy Originals.
Just in time for Easter/Passover hosting ….and for myself, my 50th birthday in April. Friends and family will be sent As Ever links when they ask me for gift ideas😉
I cannot wait – I want to escape into her world of cooking, jams etc. I predict this will be a success
Wow! Netflix investing in As Ever is HUGE! I don’t they’ve ever done that before on this scale? So much for the haters insisting they were going to dump her. Go Meghan!
I signed up for this so fast 🤣🤣🤣 And I’ll just be home from a weekend away on the 4th, what more perfect way to finish my time off work with binging WL, M? So excited for this ❤️
Did you get an email confirmation? I tried to sign up and I kept bringing me back to the home page
Not an email but an instant confirmation on the site thanking me for signing up ❤️
I got an instant confirmation too
I also only got the (easy to miss) ‘thanks for signing up’ on the website. No email confirmation.
Thank goodness…was tired of SOME of y’all up here acting like Meghan doesn’t know what’s best marketing and PR wise for her own life.
Anyway. Definitely subscribed already as I got ready for work lmaooo. Cheers!
Thank! You! @Kelsey. LOL
It’s OK to like Meghan but also critical of whatever the heck this branding mess is. Maybe she’s over here playing 4D chess while us mere mortals are left scratching our heads, but this whole journey from the rollout of ARO to this newest rebrand does not scream “competent PR strategy.”
As you said, none of us knows one fuck about the steps/actions M and her advisors have had to take to get to this point. But this much is clear to those of us paying attention: what M is doing, has done and has had to do since leaving that hellhole just FIVE! YEARS! ago, not only to outwit those who wished to see her literally dead, but also actively seek to sabotage all her efforts………..both on a personal and professional level……..means that run-of-the-mill, text-book PR principles were of no use.
Which PR tome could tell you how to craft a PR program for a brand rollout while creating and rolling out a few others alongside the real brand, just to discombobulate saboteurs? All while ideating and conveying your vision for your eponymous Netflix series; being a mother; a supportive wife; an active citizen; a hands-on philanthropist with global interests; etc., etc., etc.
Some of us choose not to be critical of things about which we know fuck all.
I don’t know that I would call this a branding mess? Like at all. We just don’t have enough information. Bc this rollout has been hella cute and surprising in a good way. At most, you could say ARO wasn’t working, so she made a call and went with As Ever, which is just as lovely and true to a phrase she’s been using for years. So she found a solution and made lemonade out of lemons. Seeing it as a branding mess is a choice as opposed to evidence that Meghan keeps it moving and keeps the flow of info tight. It occurred to me also how that silly VF hit piece was so focused on one or two Spotify sources from a few years back and yet Meghan must be working with a whole team of people for this rollout and it was crickets. People weren’t talking. VF really had no clue what Meghan was up to. Either way, it’s just not coming across as hugely incompetent o a mess imo. Was it perfect? maybe not. And? It’s exciting and cute and as ever flows.
This is so exciting!! We should have guessed with all of her ‘As Ever’ sign-offs (even the one to Harry on Valentine’s). And I love what she said it represents – this is who she’s ALWAYS been.
I love love love that the logo seems to be a palm tree (like the H&M palm trees on their estate), surrounded by 2 songbirds – like the one she had added to her coat of arms. The songbird that said, I have a voice and I’m not afraid to use it. Use that voice, Meghan!
I also love that, OF COURSE, she had a multiple names under consideration and was moving in stealth-mode while the salty lunatics were screaming and crying and throwing up about ARO. Bahahaha
I basically love it all.
I dont think its songbirds. They look more like hummingbirds which is popular on their property.
In the epilogue of Spare, H wrote about a hummingbird that had entered one of their rooms thru an open door and he used Archie’s fishing net to catch it for release outdoors. He also mentioned some of things he had learned about humming birds and how he came to have a great appreciation for them.
But when he placed the bird gently on a wall for it to fly away, it didnt and he thought it had died. Then: “…..against all odds, and all expectations, that wonderful magical little creature bestirred itself and (flew away.)
There was also a section in the final chapters……a continuation & conclusion of his meeting with chucky and bully after phillip’s funeral…….when, towards the end, he noted to himself how so much of their royal existence was about death. And said they were prolly a “death cult.” Then he said in exasperation: “When is one of us going to break free and live!”
Theres a definite thru line to all of this.
Ah, yes, my bad. It was hard to see the tiny image on my phone. I remember there is also a scene with the hummingbirds in their Netflix documentary, where Archie tells Harry his feet are dirty while Harry is enjoying the birds.
When I see Megs make these cute vids, I get so inspired to live a life of joy like her. My poor cc just got cleared, guess its about to get another work out.
Don’t do that.
Dont run yourself into debt for celebs and influencers who already have more than enough.
@seaflower – please don’t go into debt, but do live a life of joy.
Take it from Meghan herself, when closing down The Tig: “don’t ever forget your worth – as I’ve told you time and time again: you, my sweet friend, you are enough.”
So wonderful for Meghan on her new chapter! The BM once again has egg on its face for pushing their BS. The hacks wmwer absolutely clueless. And you hear Harry’s voice. So much for being on the verge of divorce.
Listening to her, you can understand why BRF tried everything to get rid of this woman. She is light, smart and sincere. Most of that family can’t speak this naturally. I am happy she is now on social media, announcing her business herself without needing media. Signed up so fast.
She wrong-footed the haters and the dump UK tabloid/press with their fake sources, who were eager to kill her business before it even started, and went after ARO for over a year.
Little did they know that business savvy Princess Meghan was going to outsmart them, and make them look stupid.
I don’t know how they (the haters/UK press & media/tabloids/RRs & commentators/ the royal family, who were all awaiting her downfall), will survive the AsEver – Netflix business partnership.
Meghan will be laughing in those idiots’ faces whilst going to the bank, with a global xxx-billion dollar steaming company backing her business. Lol 🤣
I love the new name. She also used As Ever Meghan when she signed off her Archetypes podcast. I have associated as ever with Meghan ever since.
“As Ever, Meghan” goes way back. She was using it as a sign off on The Tig and other social media posts as well. And on notes, gift cards to fans, etc. it’s her thing. I belief that’s why the trademark went so easy; it’s a unique phrase.
Meghan is true to herself, and consistant in what she does.
Please take my money! Please let me buy your jam! Please begin your own skincare line so I can dream of having a complexion like yours! If you can bottle your happiness, your joy, your energy, I’ll empty my bank account! Fly high Duchess, we are in your corner.
Absolutely thrilled at this news. Just a bright spot in a dark time. I can’t wait to see what she’s cooking up!
“As Ever, Meghan” goes way back, no just as to sign off each of the Archetypes episodes ,and her IG posts lately. She was using it as a sign off on The Tig and other social media posts as well. And on notes, gift cards to fans, etc. it’s her thing. I belief that’s why the trademark went so easy; it’s a unique phrase.
Meghan is true to herself, and consultant in what she does.
I am BEAMING!!! When I tell you that I am going to support this by buying products on products, I am not lying. Her taste is impeccable so you know what she produces will be great. I know she is on the road to becoming a billionaire! I love to see it!
I love her taste as well, I will be shopping. I also think the series will be launching a cookbook.
Yes, the cookbooks are coming, one at the time.
When they launched Archewell in 2020, cookbooks were described as one of the products under the business side of the brand, namely Archewell Productions.
They’ve published 2 books so far: Meghan’s children’s book “The Bench”, and Prince Harry’s memoir “Spare”.
While my family is not obligated to buy me Easter gifts, as opposed to others demanding Easter gifts, ahem, IYKYK, I would love to get some as ever Easter gifts this year 😂
As, Ever is a lovely name. I also
can’t wait to buy some of her products.
I’m finding it more important than ever to only spend money on companies that operate ethically.
I am laughing so hard especially about the partnership with Netflix. It blows up all the UK reporting that Netflix was going to drop her.
It is also great that Meghan can respond on social media like this. I had seen some reference to this because it looks like derangers found it. Within hours and before the UK media can put out their own narrative, she speaks directly on IG.
I swear, some of her haters follow her more than her fans. lol. 😂😂
@sevenblue, “some of her haters follow her more than her fans.” As a matter of fact, her obsessed “haters” are her biggest fans. They haven’t realized it yet. 🙃
Meghan and Harry are dominating the Media 😍 one day after the closing of Invictus here comes As, Ever😍
I want it all! Take all my money.
To first part of the video has a dog that looks very similar to Guy jumping over their garden wall. Who is this dog?
Her name is Mia ( mama Mia). They adopted her a few years back. She was a breeding dog. They wanted to adopt an older dog in need of a good home
I just moved and need lots of things for my new space. Looking forward to seeing what As Ever sells. It will be my first stop. Meghan has great taste.
Ok, I’m taking this WAY too far — but as a website address without spaces, As Ever (a name I love!) translates to “asever” — A Sever. Meghan with her new business may be finally at a place where she can sever herself from the painful craziness of her time as a working royal. Very Yay!
I wish Meghan all the best at she celebrates her new business and her current life!
Like many of us, I’m very much inspired by Meghan, and putting money aside for her collections that I hope will include cookbooks and a skincare line. I’m at a point of transition and transformation and I can’t think of a better brand to help me growing forward right now than Meghan’s As Ever.
I like this name SO much better than American Riviera Orchard – a mouthful, too long, and it was very elitist/pretentious sounding. I don’t think she chose ARO with the intention of switching the name down the line and using it as a “fake name” to trick the press. I do believe she picked a bunch of backups in 2022 when she filed the patent for As Ever in case she did have to pivot and pick a different name. We know Meghan is the Queen of Being Over Prepared in all the best ways. And when she ran into issues with the patent, she reconsidered it and decided to go with one of her backup names as ARO is limited to one single geographical area and As Ever is more inclusive sounding.
She and Harry have done this before. They rebranded to Archewell from Sussex Royal when they were told they couldn’t use the word “royal” for their foundation name. So nothing that Meghan is unfamiliar with! I’m glad she went in a different direction name wise and no one seemed to catch on until recently that As Ever was going to be her new brand name. She’s kind of like Taylor Swift, dropping Easter eggs everywhere.
So, wait, Netflix hates her and she’s so hard to work with and doesn’t have any good ideas, but they became a partner in her business?
:::cue Kate screaming and crying and throwing dishes:::
….. the whole of the Caribbean will hear her freaking out in Mustique! LOL! Carole will have her hands full placating her 43 year old toddler!
Sorry, I don’r believe ARO was a cover story. There were problems with the copyright, it was too long and wordy, and tried too hard for a rarified air. She’s rebranding. It’s fine. But iff we can’t admit it, who can?
There can be multiple reasons for the new name. None of us were privy to behind the scenes discussions so we don’t know. No reason to disregard Meghan’s explanation!
IIRC the ARO trademark was being challenged by online gift basket maker Harry & David which sells Comice pears as their ‘Royal Riviera’ pears. (H&D started in Medford, OR, a big pear growing region.) Wouldn’t know how strongly H&D is sticking to their Royal Riviera trademark, but alt-president musk has probably already fired everyone working in USPTO, which means it can’t get resolved. Good thing Meghan, as ever, was ready with solution.
Sure? Let’s call it a rebranding. The tabloids love to write about how Meghan is always rebranding so that’s not a new narrative. ARO didn’t work but she had backups, which was smart of her. I believe it was Richard Eden, bleh, who got the scoop on ARO. So she went with a soft launch of ARO. For all we know, that soft rollout of jam that got sooo much attention peaked Netflix’s interest and they became investors. At some point, they decided ARO wasn’t working and decided on As Ever. But they kept it under wraps and let the tabloids keep writing articles about ARO’s trademarking problems. That’s the part that was intentional. Not necessarily that it was a cover story from the start but that it became a cover story as the name changed and they watched as tabloids spun out trying to chronicle the issues. To me, that shows a willingness to look at what’s not working and pivot. A lot of people have written and claimed that Megan is unable to listen and take criticism but actually this kind of completely disproves that. To me it doesn’t feel like a rebranding so much as an evolution of an idea but yeah I get that some might call that semantics. So sure, she rebranded when she changed the name but the essence stayed the same.
I’m happy for her – that she was able to drop this nugget herself !!
As Ever – I love it!!!! ❤️
I signed up.
I am excited for her! I don’t need more stuff and I’m trying to be low buy or thrifty. But am making no promises. I love a good kitchen gadget!
I love that her names always have a real connection to you. I’m going to be bitchy…I never like the names! No one can be perfect so. I actually like ARO as an acronym. It feels retro and fancy. I’m really not sure about As Ever as a name since it’s a saying in a sense. I’ll get over it.
I am so pleased that Meghan moves with stealth when doing her business-having Nexflix as a partner is an excellent way to promote her wares to a global audience-God bless and keep the Sussex family safe-Lilibet is so cute in that picture-hair color like her daddy.
Oh my , The Murdoch Media here in Oz are big time angry .
Some of the headlines are hilarious and I saw a couple of very pissed off tv morning show hosts .
Why though?
What has she done wrong that makes them hate her so much .
It’s a tv show and she is selling products as a sideline .
What is wrong with that . Honestly these people are obsessed with a woman they don’t even know .
I love how she is surprising everyone , she must be loving having her own voice again .Bet her and Harry are having a good laugh at all the outrage .
I hope she makes a fortune .
As Ever sounds much more like something she would use. I will admit to some confusion: is it really a rebrand if ARO was a decoy all along?
She did mention in her IG reels that she loved the American Riviera name and wanted to use it but it felt limited and she’s had the As Ever name trademarked since 2022, so maybe originally ARO was the choice and she decided to use this other trademark instead. We love an intuitive pivot!