Beatrice York’s rebrand signals a clear break from Andrew Mountbatten-Windsor’s shadow

As a non-working royal, Beatrice doesn’t represent the Crown officially, so using her HRH title or “Princess” professionally could blur the line between monarchy and commerce.

The Royal Family has historically discouraged the use of titles for commercial gain — a rule Beatrice appears careful to respect.

The choice of “York” nods to her heritage subtly, without invoking her full royal title.

But her decision to foreground the York name also comes against the backdrop of her father, Andrew Mountbatten-Windsor’s, public fall from grace.

His association with Jeffrey Epstein and subsequent civil case settlement in 2022 created lasting reputational challenges for the York family.

Just last month, Buckingham Palace confirmed Andrew would lose his Princely title and Dukedom of York in a damning blow for the King’s younger brother.

He has also been served formal notice to surrender the lease on Royal Lodge, his home for more than two decades.

As a result, Andrew will leave the property and move to privately funded accommodation on the Sandringham estate, with the Palace declining to specify which residence.

Although Beatrice and her sister, Princess Eugenie, have not been implicated in any wrongdoing, they have faced the reality of operating within a family name that has become deeply polarising.

For Beatrice, presenting herself as Beatrice York can therefore be seen as a conscious effort to reclaim that name on her own terms.

By anchoring “York” to her business work, she appears to be distancing her identity from the scandal that destroyed her father’s public image, while maintaining a subtle link to King Charles and Prince William — the present and future of the British Royal Family.

BY-EQ, which “works with stakeholders to deliver purpose focused initiatives”, firmly portrays Beatrice York as a successful businesswoman in her own right.

This position gives her freedom to move in corporate, philanthropic and technology circles without the baggage of royal formality or the scrutiny that comes with being a “working” princess.

However, the contrast becomes more nuanced when Beatrice travels abroad — particularly to the Middle East, where royal status undoubtedly carries significant prestige and opens doors in diplomatic, business and philanthropic spaces.

There, she’s often styled as Princess Beatrice of York, reflecting how local media and hosts naturally emphasise hierarchy.

In those contexts, it’s advantageous; her royal identity likely enhances the profile of the initiatives she supports.

Beatrice appears to be managing a dual identity: Beatrice York, the entrepreneur navigating corporate and philanthropic worlds, and Princess Beatrice of York, the cousin of Prince William, whose lineage enhances her influence in international and ceremonial contexts.

The two identities don’t conflict so much as they complement each other. At home, she emphasises merit and modernity; abroad, she likely allows royal connections to work in her favour.

In doing so, Beatrice appears to be writing a new chapter for her and Eugenie — one that centres professionalism, rather than the controversy that will forever define Andrew and Sarah Ferguson’s enduring public narrative.

Ultimately, she is showing why Beatrice York, not Princess Beatrice, best defines her career image.