Question

Topic: Taglines/Names

Need Help W/name And Tagline For Pearl Jewelry Biz

Posted by Anonymous on 3/23/2010 at 11:12 PM ET 500 Points
I'm new to this forum and am trying to find a name and really effective tagline for an ONLINE division of a pearl store that has been in business for 30 years. It has never been online and although my division will be affiliated with the brick & mortar business, it needs to have it's own name and marketing concept. The brick and mortar business is a direct international pearl and jewelry importer that sells to retailer stores and to consumers.

The online store will primarily target consumers. The jewelry is of the quality of lines like Mikimoto, Tiffany's or Bergdorf Goodmans, but, with more reasonable and accessible pricing. It's not, however, a discounter or online mall. The pearls are primarily salt water pearls such as Tahitian cultured pearls, and varieties of South Sea pearls.

Customers will be able to purchase securely online. In addition, we will offer the ability to purchase custom jewelry designs, as well as to customize various aspects of existing lines, such as the size and length of pearl strands, etc.

Our jewelry is set in set in precious metals, and accented by diamonds, and other precious and semi-precious gemstones.

I am trying to find a name that is available for registration, and, an associated tagline that will be memorable, along the lines of "a diamond is forever."

I'm hoping to give a feeling of elegance, and modern sophistication, without being standoff-ish.

I hope that someone can get me started in the right direction. I know very little about branding and marketing. This is an opportunity that I was given by a friend who really doesn't care about participating in the internet. It is essentially going to be a new online division of his business that I can run and market as I like using his store's inventory and offerings.

I'm really hoping to come up with something that says "wow!!"

Thanks in advance for all of your help and ideas!!
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RESPONSES

  • Posted by mgoodman on 3/24/2010 at 2:29 AM Accepted
    What do you know about your primary target audience? Who are they? What do they buy now? Where do they shop? How do THEY feel about buying jewelry online? How do they feel about pearls?

    And how are they going to learn about your business? What is the marketing plan? What is the most important benefit you can provide for them as a reason to buy from you? What concerns would they have that might keep them from buying?

    What you (or we) think is not nearly as relevant as what your target audience thinks. You even want to know what words they use to describe what might appeal to them. (That would be a good starting point for coming up with a "WOW!" name for you.)

    If you haven't already taken some proactive steps to learn about the target audience for your business, that's the place to start. Then write the business plan, develop marketing strategies that will get you to your goal ... and THEN lets come up with the name and tagline.
  • Posted by Jay Hamilton-Roth on 3/24/2010 at 9:48 AM Accepted
    Here are some domains that are currently available:
    PearlEssentials.com
    SayPearls.com
    23Pearls.com
    247Pearls.com
  • Posted on 3/24/2010 at 2:29 PM Accepted
    I am not nearly as educated as most of the people responding here so I give a different angle I guess. Often times names of people as a trade mark seem to make big influences on fashion, so maybe try this,

    "P. Earls" or "P. E. Arls"
    "when perfection isn't enough"
  • Posted by mgoodman on 3/24/2010 at 4:58 PM Moderator
    Very nice briefing on your situation. Thanks.

    The biggest problem I see for you is how you're going to be able to create the awareness of your site, generate traffic, and then convert first-time customers (i.e., everyone). It's not going to be easy or cheap, nor will it be fast enough ... it never is.

    You need to think through the marketing and business plans for your business and put something down in writing. You'll be very surprised at what getting it down on paper does to clarify your thinking.

    You will probably be surprised at how high the cost is to get a visitor to your site, and how few of those will convert.

    I'm not trying to discourage you, just to be sure we don't enable a situation that will only compound your personal problems.

    Advice: Put the name and tagline on a back burner while you develop some semi-formal plans for your business. And remember that it will cost you a lot less in marketing effort/budget if you keep your target audience narrow and focused. You can always expand it later, once you have the business up and running ... and profitable.
  • Posted by iKevin on 3/24/2010 at 5:21 PM Accepted
    I think anything with the word "pearl" has been overused, and it'll be very difficult to come up with something unique with it. Try using the word "oyster" instead. How about these:

    Oyster Stone
    Oyster Jewel
    Precious Oyster
    Oyster's Treasure

    One thing to keep in mind is that these names might be confused with a seafood company. It all depends on what type of tagline you use. So using the word "pearl" in the tagline would help…

    A pearl is forever (as opposed to a diamond)
  • Posted by rjohnni on 3/31/2010 at 6:34 AM Accepted
    Like diamonds which have taken the 'infinite elegance' stand, you should define pearl...and the nuances it creates on the 30 something...that she is worth it. etc!!!!

    I am trying a direction that's simple, but revolutionary...

    Objective 1. Define the woman: YOU ARE A PEARL. You have raised her to a beautiful, glowing, succesful, mysterious, pearl. So a peral defines you. And so you should buy a pearl.

    Objective 2. Wow Name: YOU ARE A PEARL.com

    Objective 3. Tagline: YOU ARE A PEARL.

    Your online store should take the leadership, and should look the look like a De Beers site...you know anecdotes, stories tahiti to soth Sea stories, myths, beliefs all about pearls...so that you look and wal;k the talk.


    ThnQ,

    RJ
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