In a move to show that his own firm is very much a family business, Princess Eugenie’s husband, Jack Brooksbank, has changed the name of his drinks company.
The new name ‘AEB Consultants LTD’, is a sweet tribute to the couple’s sons, as the initials stand for August and Ernest Brooksbank.
In another touching move, Mr Brooksbank has also appointed his mother, Nicola, 70, as a director of the business.
Disclosing the change to Richard Eden, Daily Mail’s diary editor, a spokesperson said: “Jack is delighted to have his mother on board. She provides all back-office support.”
Queen Elizabeth II’s granddaughter shares sons August Philip Hawke Brooksbank and Ernest George Ronnie Brooksbank with her husband. August’s middle name, Philip, is a tribute to Eugenie’s grandfather.
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While the princess typically keeps her children private, occasionally she shares sweet photos of her family on Instagram.
In March on Mother’s Day, she shared a photo walking hand-in-hand with her son August and admitted she “loves being Mumma”. Posts of her family on social media have generally garnered thousands of ‘likes’.
In the past, the Duchess of York, Sarah Ferguson has commented on how proud she is of her daughters, feeling “blessed” to see the mothers and women they have grown up to be.
Eugenie, the youngest daughter of Prince Andrew and Sarah Ferguson, married Jack on October 12, 2018, at St George’s Chapel in the grounds of Windsor Castle. It was a ceremony attended by the late Queen, members of the Royal Family, and other invited guests including representatives from Princess Eugenie’s charities.
Jack’s father, George, died just three days before August’s christening, less than two years ago, at the age of 72. He had a life-threatening battle with Covid the previous year.
The spokesman for Jack’s company further explained the business name change reflected not just strong family ties, but the fact that it has become a consultancy specialising in the leisure, hospitality, and property sectors.
The company, which has £765,000 in assets, as reported by the Daily Mail, is currently described as offering the “wholesale of wine, beer, spirits, and other alcoholic beverages”.