Know-How Exchange : Taglines/Names

My advice: Set up ANY name to sign the lease. ABC Jewelry Company would be fine.

More importantly, think through your marketing strategy and plan. Who is in your primary target audience? How/when do they buy the kinds of jewelry you are going to sell? What's important to them? How do they make decisions about jewelry purchases? How often? Where are they buying jewelry today?

What important and unique benefit do you bring to the party? Why should they consider buying jewelry from you? How are you different from, and better than, your competition?

And how will they know you exist? Are you just counting on drive-by traffic to see your sign and pop in on impulse? Will they want to visit your website before coming to the store? Are they locals or tourists? Etc.

Once you have a well-thought-out marketing strategy and plan, then it's time to come up with a name (and perhaps a tagline) that will communicate the desired message to your target audience.

If you just pick the first name that pops into your head in order to be able to sign a lease, you have your priorities backwards, and you're very likely to regret your choice when it comes to actually marketing your business.