Naming Your Jewelry Business
Choosing a name for your jewelry business requires a careful, organized, and creative thought process.
Before you actually name your business, consider the following points:
- Your business name should be catchy, simple, easy to read and easy to remember.
- It should bear some relation to what work you will be doing or meaningful enough to identify what it is your company does. A good example is the name CLAYFUNCTIONS, when you read that name you automatically relate it to a potter who produces functional pieces in clay, Through the Looking Glass is obviously the name a stained glass artist is using for his or her business, Cradle Crafts, must be a craftsperson specializing in handcrafted nursery accessories, or I Tole for You, is clearly the name used by a tole painter.
- Avoid names such as B & G Designs, Bling Bling Creations, Fun Beads, Adorable Wearables, The Happy Beader or Handicrafts by Pat, again they do not convey a professional image, and not only is it vague on what you actually produce but obviously no creative thought process was involved in choosing such a name.
- Avoid a name that is too long, confusing or hard to pronounce.
- Do not limit yourself by picking too narrow a name, for example, "The Bracelet Company." Should you decide to branch out into other areas such as necklaces, earrings, pendants, etc. you would have to change it.
- Be careful when using a location in your name such as Studio 55 or Jersey Jewelry Designs, you may move from that particular location and your name will now have no significant meaning.
Don't use the word "Enterprises" after your name—it is often used by amateurs, and doesn't really say what it is that you do. Be sure you don't use "Inc." if your company is not incorporated.
Names are like people, some will be remembered and some will not. Keep in mind that your name should work for you.
Your goal in selecting a name should be to create the image you wish to convey, and to correctly position yourself in your market.
The name you choose for your jewelry business should be one to serve your needs, have memorability, unique character or identity, and most important be legally protected.
If you have already named your jewelry business and now realize you made a poor choice and need a more appropriate name, then change it. The cost of the printed materials you may have to throw out will be insignificant when compared to the probable increase in business a more suitable name will generate.
Use Your Own Name
Because your jewelry business specializes in one particular medium or style of craft then why not use your own name. Such as Darlene Chamberlain, Jewelry Artist, or Katherine Tremblay, Jewelry Designer.
If you have built a reputation for quality and unique designs, it is acceptable to use your name as the name of your jewelry business, but try to avoid using your first name alone. The name Betty's Bracelets does not convey a professional image — Elizabeth Spencer, Jewelry Designer, does.
There is nothing wrong with using your own name, all the famous designers in the world are known for their names. Donna Karran of New York, Kalvin Klien, Oscar DeLarenta, Christine Dior, Laura Ashley, Levi Strauss, are all well known designer names and consumers pay high prices to own products with these names on them.
As a jewelry designer you too could turn your name into a recognition.
Wouldn't you prefer to hear someone say: "That piece was made by the jewelry designer, Elizabeth Spencer." rather than, "I bought this bracelet at a craft show, I think it was made by someone named Betty." Read the following case study on Elizabeth Spencer and how her sales dramatically increased by changing the name of her business.
REMEMBER: When you use your own name, be sure to also put what it is that you do on all printed material. For example, don't have on your business cards just:
Laura Parker, Designer
What do you design? Pottery, weavings, fashion, jewelry?
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