How do you name a furniture store? I think it’s a lot like naming a hair salon. In that every good word has probably been used, oh about 500 times!
As I briefly mentioned in the past (such as), I plan to open a furniture store. The store will sell a mix of vintage and new furniture and home accessories. Things are coming along and I hope (cross my fingers) to have a storefront late next spring or early summer. In the meantime, I’ve been building my inventory, writing the business plan and working with an ad agency to develop a brand identity and name. I’m really (REALLY) getting hung up on the naming part. Shouldn’t it be easy to pick the name of my business? Okay, nothing with owning a small business is supposed to be easy. Naming included.
The first round of names were my own suggestions. All have meaning to me, including Paige, which was what my mother wanted to name me so it would be a nod to her. Muriel’s Rose are my grandmother’s names, and Bon Marie is of course me.
- Bon Marie
- Muriel’s Rose
After the initial meeting with the ad agency, we talked through my suggestions (which all got the cut) and they had suggestions. These were the top three names post my first meeting with the ad agency.
- Keepers & Co.
- Linen & Lacquer
Since then, InDecorum and Linen & Lacquer have basically been veto’d for various reasons. After another week of spending time with my thesaurus, more suggestions from the agency, and thinking of what I want to the store to stand for I had another top three names.
- Keepers & Co.
- The Gilded House (or Gild & Co.)
- Esprit Décor
While Keepers & Co. has made it through two rounds, I don’t love it. But should I love it? I don’t know! I just don’t want to pick it out of default. Does The Gilded House sound like an old lady’s house covered in gold? Does Gild & Co. remind you of the pub in Gastown, Guilt & Co.? Can Esprit Décor be unassociated with the dying clothing brand of the same name?
Anyways, I will keep pondering. Eventually the agency will beat me over the head and make me choose. Also, we’ll see what the target market says during market research.
To be continued…
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