Question

Topic: Taglines/Names

Name/tagline For Vintage Furniture Restoration Biz

Posted by Anonymous on 11/4/2010 at 3:54 PM ET 250 Points
After completing my interior design diploma, I have started a vintage furniture restoration business/service, offering design advice, project management, as well as completed pieces for purchase. I am looking for feedback/additional suggestions on my name and tagline please.

Brand vision
A brand for the truly discerning and confident in style, (don't need 'luxury brands'). We are committed for quality, enduring style and celebration of uniqueness and nostalgia. To engage with our brand is to engage with the philosophy of renewing, reviving and creating new out of old rather than throwing it way. Our enthusiasts believe that buying vintage is not only chic but meaningful.

My approach is to take the best of vintage style and combine with fresh modern design, making the restored items very usable for NZ interiors (often contemporary in style) and ensure they endure both functionally and aesthetically.

Target audience
My target audience are busy professionals 30 - 50 years who value aesthetics and want to exhibit their individualism in their homes.

Our competition
Only really two direct competitors doing similar thing, (I am in New Zealand) are established but either don't have a strong design philosophy and/or do not have "polished" customer touch points.

Brand Promise
'A Fresh Look' - refers both to a fresh look at how to treat customers (service) and design style/new take on something old (product).

Current name and tagline
ANCESTRY (or spelt ANCESTREE) Design
'Reglamourizing vintage furniture'

Want to explain what we do and reflect brand promise in name/tagline. Any thoughts greatly appreciated.
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RESPONSES

  • Posted by CarolBlaha on 11/4/2010 at 6:43 PM Accepted
    I like and understand Ancestree-- to those understanding design it means an electic way of combining old and new- even the most contemporary home can add a vintage piece seamlessly without it changing the design statement. It also doesn't mean just refinishing. In fact, calling it refinishing is an understatement.

    Now why you have gone so far as defining your demographic, it's still pretty broad. Even the person shopping at "Penny Savers" feel they value aesthetics.

    But you are on to it with the statement "buying vintage is not only chic but meaningful." Polished is another great word in your statement above.

    Remember too, some true vintage buyers think modifying it any way is taboo.

    I'm pointing out the fine line you have to walk (and my first degree is in interior design where I ran the head of a large firm). And I'm still in a related field.

    That is your target. We all want a pretty home, we all value an individual look-- but that can be shabby chic (not polished) or ??

    While you may be in conflict with many interior designers -- many architects and designers don't have designers on staff and sub out the work. I'd identify those that align with what you do and have a face to face.

    I'd market yourself as "reuse and recycle" -- cause you are keeping wonderful furnishings being tossed just cause no one has the vision to see them in their 2nd life. And that fits in nice with Ancestree. (ancient tree being preserved)

    I don't like 'Reglamourizing vintage furniture'. Cause polished (a word you use that I do like) may not be glamourous. Polished can still be glamour. But a polished contemporary home can use a polished piece of re-vintaged furniture -- glamour isn't the right word.

    Re-Vintaged Furniture

    Ancestree-- Bringing back the life to vintage

    Polished Vintage

    Seamlessly Combining Old and New

    That's off the top, and while I'm not happy with my taglines-- I think my process to the thinking may help.

    Be careful. As a designer you want to find a niche but not pigeon hole yourself.

    Hope that helps.


  • Posted by CarolBlaha on 11/4/2010 at 6:45 PM Member
    sorry, first typo I saw electic means eclectic.
  • Posted by CarolBlaha on 11/5/2010 at 6:12 AM Member
    Of course they appreciate your expertise and service. That is exactly what you are selling. They may find the time, but they'll never do it as good as you do. Because you focus on it day after day, it's your world!

    Even though the designer is your friend-- don't undermine the experience. She's not just one of your first clients but she's a reference to use in speaking to other designers. I think you are on the right track there. As a start up, it will get you business faster than attracting clients on your own-- the people you work with have already landed the client. And the referrals will bring you business on your own.
  • Posted by telemoxie on 11/5/2010 at 8:14 AM Member
    I'm curious... after you launch your business, if someone comes into your shop with an antique piece of furniture, and asks you to restore it in its original style, will you try to talk them out of it?

    if they insist on restoring their furniture in its original style, will you take their money and do the work, or will you walk away from the business due to your creative differences?

    It seems to me that the market for restoring antique furniture is much larger than the market for your preferred approach.

    It seems to me that you could set up a corporation which does both.
  • Posted by Jay Hamilton-Roth on 11/5/2010 at 8:18 AM Member
    Modern/Vintage
    Retro Vintage
    ReClassics
  • Posted by bill.hall on 11/6/2010 at 8:44 AM Member
    For a tagline I would use something like "Where what's old is new again." "We make what's old, new again."
    For a name,. something like "Good Old Days Furniture Restoration Services"
  • Posted by NovaHammer on 11/8/2010 at 2:18 PM Member

    Comfortably Grand
    Fresh redesigns, Vintage appeal.

    Silk Purse
    Centuries Of Culture Preserved.


  • Posted by CarolBlaha on 11/8/2010 at 6:31 PM Member
    How about "Contemporary Classics Interior Design" or just design. People design intuitive would get that.

    I "get" calling your biz refinishing is not accurate. I also want to make the tagline emcompass your services and not limit you.

    BTW, I kind of like "silk purse" Good job Nova
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