FIVE... Is it short and easy to pronounce?
Short, easy to pronounce names are always great for impact and will stay fresh in the customer's mind. Short names, although a little more challenging to acquire a dot com domain for, make excellent website names.
It is often suggested, when choosing a business name, to take a name that describes what you do or what your product is. While this is great advice if you are a bookkeeper it may not be necessary for a jewelry designer. Ultimately it is up to you to decide if it is beneficial to include the word jewelry or designs etc...
Many jewelry business names are simply the name of the designer or one to two fantastic words that have impact. Study the names of designer jewelry at department stores and online and get a feel for what is right for your business.
When I chose my business name I, for naive reasons, used my first name in the registration resulting in twenty years of misspellings. My business name has on numerous occasions been slaughtered to a crafty sounding name that is no more appealing to me than the name "Edna's Apple Head Dolls."
When you use your own name people like to add apostrophes where they are not and to make sense out of names that they cannot pronounce. If you want to use your full name to establish yourself as a jewelry designer then by all means do so.
Knowing what potentially lies ahead in terms of ease of pronunciation and spelling will aid you in your decision making when choosing a business name.
Having an unusual name may very well work to your benefit. By the same token having a name that is a little more challenging for the average person to pronounce becomes irrelevant
should you climb your way to the top and get recognition as an up and coming designer. Ultimately the use of your own name has to feel right to you.
Just as many parents try to avoid challenges when naming their children you too can avoid these sort of challenges by choosing a business name with careful consideration.
Unfortunately although Kelly is a lovely name, I did know a sweet girl who children referred to as "smelly Kelly." It was not her fault that she wasn't being cared for well and so as kids did what kids do, they maximized on the name.
In other words examine your chosen name and consider whether it can have negative connotations. Most people are not as cruel as some of the kids we knew growing up. Still, there have been businesses over time that have had their names reduced to unpleasant variations. A classic example of this is the restaurant Mother Tucker's.