Topics: Business, Company Name

Q.
I want to sell my jewelry, but don't know what to call my small business. I would sincerely appreciate if someone could help me find a name. Thank you.
- Margarita
A.
The choice of a name is as personal as the jewelry you make. Consider what inspires you, delights you, motivates and charms you. Make a list of those words to start choosing from. You may, as you go through that list, find other related words that are also important to you and your jewelry. In the state where my business is located, a sole proprietor can use his or her own name as the business name without filing a separate "fictitious name" registration. So for example, "Marlow's Music Shop" wouldn't need a separate name registration, but if they called it "A Medley of Music" they would.

I'm a strong believer that simple is best. My grandfather's jewelry store was named "Weiman's for Diamonds"--short, functional and to the point. One of the most powerful names in jewelry is just one word: Tiffany. It's true that the brand didn't become a symbol of quality overnight, but, at some point, someone decided one word was enough.

Consider using your name along with something general enough that it doesn't lock you in to a certain style or type of jewelry. "Margarita Designs" is simple and makes sure your name makes an impact right away.

Another consideration is how that name will look in small type on a logo, or as the name of a website. My own preference is for business names of no more than three words. Beyond that makes logo design and printing the name in small type challenging.

Good luck!

- Dr. David Weiman
Dr. David Weiman is a respected expert in the field of marketing and selling handcrafted jewelry and a well-read contributor to Fire Mountain Gems and Beads "Ask the Experts". He is the author of Introduction to Marketing and Selling Jewelry, The Jewelry Selling Answer Book and The 5 Keys to Selling Handcrafted Jewelry. A free newsletter on selling handmade jewelry is available at his website: www.marketingjewelry.com.

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