Naming Your Jewelry Business
Naming 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 jewelry designer who produces functional pieces in clay.
- Some people are able to cleverly tie their last name into the name of their business
- Avoid names such as B & G Beads, ABC Bead Creations, Fun Crafts, Crafty Creations, Home Crafts 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 necklace, earring, lariats, ect. you would have to change it.
- Be careful when using a location in your name such as Studio 55 or Jersey Jewelry Junction, 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 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 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
If you specialize in one particular medium or style of jewelry then why not use your own name. Such as Darlene Chamberlain, Jewelry Artist, or Katherine Tremblay, Jewelry Designer, or Corrie Landers, Design Jewelry.
If you have built a reputation for quality and unique jewelry, it is acceptable to use your name as the name of the business, but try to avoid using your first name alone. The name Betty's Bracelets does not convey a professional image—Elizabeth Spencer, Jewelry Artist, does.
There is nothing wrong with using your own name, all the famous designers in the world are known for their names. Donna Karan, Calvin Klien, Yves Saint Laurent, Christian Dior, Giorgio Armani, Roberto Cavallii, Tommy Hilfiger, and Gucci 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 business into a name recognition. Wouldn't you prefer to hear someone say: "That piece was made by the jewelry artist, Elizabeth Spencer." rather than, "I bought this bracelet at a craft show, I think it was made by someone named Betty."
(Read the case study about Elizabeth Spencer
and how she was able to dramatically change her sales by changing her name and promoting her business.)
If you use your own name when naming your jewelry business, 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? If you specialize in something, use a unique process, or use special materials, then add that to your promotional material as well, so customers will know what it is you actually design.
Remember: Naming your jewelry business is one of the most important tasks in promoting your business and GETTING NOTICED!
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