Didn't Crown Prince Frederik use Henriksen as a surname before?
How would they want her to advertise her commercial enterprises? As simply Martha Louise? I believe the Norwegian Royals don't use a surname so would she have to be mrs ML of Norway?
Nowegian papers are reporting the fact that Märtha Louise and the Royal Court are still discussing her use of Princess as a PR means for her business.
More here ( in Norwegian) :
https://www.aftenposten.no/norge/i/QowO3P/Prinsesse-Mrtha-Louise-starter-nytt-selskap
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