Question

Topic: Taglines/Names

Need Help Naming A Handmade Jewelry Business

Posted by Anonymous on 8/15/2010 at 1:13 PM ET 250 Points
Hi-
I have been making jewelry and beaded giftware for some years and giving them as gifts, but now want to start a business. Picking a name is very hard- so many are taken!
I hope someone can help.

My jewelry is made with semi-precious gemstones, pearls crystals and murano glass. Some of it has an Indian feel (my childhood), I would describe most of the pieces as feminine, delicate, but colorful. I give the pieces names such as Aurora, Ruby, Aphrodite...

I want a name the tells people it's jewelry, but one that is stylish and feminine rather than 'jokey'. I dont know whether to use part of my name- Jessica Lane- or not.
Any ideas wold be greatly appreciated! Thanks
Jessica
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RESPONSES

  • Posted by mgoodman on 8/15/2010 at 4:21 PM Accepted
    I'd start the naming process by defining your target audience more precisely. Where do they live? How old are they? Where do they buy jewelry now? How/how often/when do they buy jewelry? How do they decide when and where to buy?

    If you haven't interviewed some of the folks in your target audience, you might do that ... or hire a professional market researcher to do it for you. It's important to ask the right questions and then listen carefully to what they say in response, and especially the specific words they use to communicate their feelings.

    The name needs to be something that will resonate with THEM, more than something about YOU or what you want to sell them.

    You're fortunate to be thinking about naming BEFORE you're committed to something. Do the up-front planning and positioning right, and your chances of ending up with a successful business are greatly increased.
  • Posted by mgoodman on 8/16/2010 at 11:03 AM Moderator
    YOU may like "Jessica Lane Originals," but the only opinions that count are those of your prospective customers. And I doubt that any of them know who, what or where Jessica Lane is.

    It's possible they'll all understand and love the "Jessica Lane Originals" name, but it's more likely they'll still be wondering what that means, what you're really selling and why they should care enough to look further into your offering. "Originals" could be apparel or art or any number of other things, and Jessica Lane could be a street, a designer or a criminal, for all they know.

    My strong suggestion: Ask questions of your intended target audience, listen carefully to the responses, don't rush into any major decisions, and develop a clear creative brief -- for yourself and for whomever is going to help you with marketing strategy and naming.

    If you try to do this all based on what YOU like, the appeal of your company is likely to be severely limited. And you only get to do this once. Don't compromise too quickly in order to meet some artificial timetable.
  • Posted by Jay Hamilton-Roth on 8/16/2010 at 11:09 AM Accepted
    Michael's right - you want a name that resonates with your target audience. It may be "Jessica Lane Originals", but it may not. You might consider also going through the names of Indian goddesses to see if any of these would work for your audience (name = "Goddess + Jewelry", for example).
  • Posted on 8/17/2010 at 11:23 PM Accepted
    RARE jewlery,pieces
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