Hi everyone,

Let’s talk branding! This is something I’m super passionate about, so if you ever have any questions, comment below and we can chat about your issues. In this article I’ll outline 10 techniques you’ve got to know about. Here are my top 10 branding building techniques.

1. Unique. When choosing a potential name consider using your name, (or a unique proper name), that when Googled, doesn’t have too many similar results, if any. In other words, choose something unique, and use Google to confirm it. It’s not impossible. Keep trying. If you fail to do this, you’ll be sorry. Wouldn’t you be horrified if you found out later your fun new name was already associated with something yucky, or gross, or morbid, or totally inappropriate. Finding a unique name is rule #1. The best book resource for this topic is Branding for Profit (Audio Business Course) by Trump University, (please don’t hate me, leave political comments, or get upset, just trust me when I tell you that this is the best resource I’ve ever found on this topic – and no – Trump isn’t even the instructor, it’s an amazing marketer named Jon Ward).

2. Abstract. If you’re not going to use a proper name, then instead of trying to be ‘cute’, go for something rather meaningless. (Example Nike). This is counter-intuitive, but you don’t want a brand name to have very much mental or emotional ‘baggage’ when you start your business. That way you can convey the deep meaning of your brand elements over time, and in peoples minds those elements will become the prominant memory, instead of any built in implications. If you use generic words, it’s like trying to stake a claim on a spot in your prospects mind that they’ve already assigned to someone else. You cannot have it. Think unique, like, “Smith & Hawken” or “Nike”. The 22 Immutable Laws of Branding is the best book I’ve found on this topic. This is what we did when we worked to create Pixie Faire! Avoiding generic or pre-positioned words is rule #2.

3. Avoid using the category as a default portion of your name. “so and so Doll Clothes”. If you use that name, you’ve used 2 generic words in your name, and you want to avoid generic words because they’ll never be associated with you. You cannot have them in your prospects minds, they are permanently muddled. They are associated with the concept, or the category. Not good. As a side note, lots of the mommy coupon bloggers are getting this all wrong right now. They are tacking on the category words in the hope that they’ll be remembered, but just the opposite happens. The entire category is growing, and some will be winners, but it will probably be the ones with the strongest brands. For example, as I’m trying to think of an example right now, the one that comes to mind is (uniquely named) “Northern Cheapskate”. No “Mommy” or “Coupon” anywhere in there. And that is part of why I remembered it. The best book about this is Positioning by Al Reis and Jack Trout. Positioning: The Battle for Your Mind. Avoid the category words is rule #3.

4. Create deep meaning. Don’t just choose a name. Choose a name that conveys attributes that are helpful to your cause. Attributes that reinforce what you’re trying to convey to the world. Nike means champion. That’s cool, right?! “Northern Cheapskate” makes it sound like the writers aren’t New Yorkers or from La La Land. They must be from someplace cold, harsh, rural, and frugal. Deep meaning. When we were brainstorming the name for our little company, we knew that it needed to relate to American Girl in some way. We kicked around lots of names, then realized our daughters name fit perfectly, (at least we think it does). It conveys americana. It does that because she was born around 9-11, and we were feeling particularly patriotic back then, and we deliberately chose a name that felt ‘American’ when we named her. In fact, we considered naming her ‘America’ at the time. Years later, we were looking for a good brand name to support the American Girl ecosystem and the stars aligned around “Liberty Jane”. Deep meaning. Harry Beckwith has great information on this in Selling the Invisible: A Field Guide to Modern Marketing. Rule #4 is – keep thinking until you find a name that accomplishes rules 1,2, and 3, but also allows for deep meaning.

5. Clarify your brand attributes. What do you want people to remember about you? Boil it down. Boil it down to like 1 word. Then try to have that word reinforced by everything you do. But here is the critical part… the attribute must be available right now in the minds of the consumer. It can’t just be what you want to ‘be’ it has to be what your customer can appreciate, recall, and attach to your brand. Ideally what they want and cannot find. Our words are ‘trendy’ & ‘exclusive’. It’s our guiding light. Brand attributes don’t just say what you ARE about, they also say what you AREN’T about. If we’re trendy and exlusive, how could we compete on price, or sell on Amazon? Nope, not exclusive enough. If we’re trendy, how can we do historical outfits? Nope, not trendy enough. Al Reis’ classic book does a deep dive into this issue –  Focus: The Future of Your Company Depends on It. Rule #5 is clarify your brand attribute and reinforce it in everything you do.

6. You can always own a niche if you go small enough. If you’re still reading this, and you’re thinking, but all the good attributes are taken, then there is one simple trick you need to consider – think narrow and deep. In every category, (as you search on Amazon or Ebay for example), there are category leaders. But part of the power of internet marketing is that if you want to own a single attribute, and become known for it, there is almost endless open territory available for a good solid brand. This is so incredibly true, we’ve listed a few business ideas we don’t have time to do, but you could easily dominate under ‘cinnamon’s updates. The most interesting new thinking on this issue that I’ve found is from author and video blogger, Gary Vaynerchuk in Crush It!: Why NOW Is the Time to Cash In on Your Passion. Rule #6 is niche thyself.

7. Your biggest brand attribute is your price. New custumers have an amazing sorting function in their brain, and the first filter is price. You will either be thrown into the expensive or inexpensive bucket. It doesn’t matter if you don’t like it, that’s how it works. Companies spend millions of dollars trying to manage their way aroud this, or convey deeper attributes of their brand, but most successful brands are very clear about this fundamental issue. They’ve chosen to go either high or low. Staying in the middle is a hard place to live as a brand. If you want to go deep on this issue, the best new book is Priceless: The Myth of Fair Value (and How to Take Advantage of It). It’s amazing. Rule #7 is choose high or low, and stick with it. (And as a word of encouragement, if you’re making items at home, think long and hard before choosing low.)

8. Be real. If you’re going to be an exclusive hand-crafted artisan, then don’t act bigger than you are, or overly corporate. People buy from people. Your brand, after getting a high or low price tag in the minds of prospects, will get a ‘cool’ or ‘uncool’ tag. And the single most important element in getting a ‘cool’ vote is authenticity. Be authentic. Tell your story. Have a really nice picture taken. Present yourself in the best light possible, (both for the picture and the overall message). You don’t have to be young and pretty to be considered cool. Just be yourself. The important part to understand here is that once people see your brand, and answer the ‘high’ or ‘low’ question, then they’ll start to judge you on the merits of what you’ve presented, and they’ll quickly make a determination about whether you’re ‘cool’ or ‘uncool’. In ‘Focus’ Al Reis and Jack Trout say that

“somewhere in the corner of the prospects brain there is a penalty box for brands they decide are loosers”.

Don’t be in that box. Rule #8 is be authentic, it’s cool. My favorite business book of all time has a great section on this. It’s Growing a Business by Paul Hawken, the founder of Smith & Hawken. It’s pre-internet, but so solid, it’s a must read for anyone interested in starting a successful business.

9. Polish it up. Now days, there is no reason you can’t have a professional looking website and logo. Check out our Get Started page for our list of recommended tools. Remember your brand is your most important craft product (and ongoing project). Make your brand a masterpiece.

10. Don’t be afraid to change! This is outlined beautifully in the Trump branding book. It taught me a lot about the true brand equity. Bottomline, if you need to change your name because it’s not effective, don’t be afraid to do it. If you do it carefully and systematically so customers are along for the ride, you won’t loose anything – and you’ll gain a lot.

Have fun building your brand!

66 Comments on Tips For Creating A Brand Name

  1. I agree with everything you have stated, unconsiously, I must have been doing a lot of this, because I have already heard from neighbors, “She is busy making those high-priced doll clothes”. I call them fashions. I hate the word doll clothes. There are too many of those women running off all that stuff they stick a bow on, or rick-rack, or that everyday lace they buy in bulk. I don’t think they have ever heard of interfacing, facings, linings, hand sewing etc. I have to think of a good business name. I have the following of quality from all my upholstery I have done for years. People didn’t realize I can do other sewing too. Thanks for the info

  2. So now I am second guessing my name I choose. Little Closet Boutique. I wanted something to imply smaller wearers, but upscale type product and prices. Anyone have any thoughts?
    I am actually a graphic designer, so I am still working on my logo. Got my blog, etsy and facebook pages up though:)

    • I like the name but consider using lil’ closet boutique in child like fonts. Best of everything awesome to you and your new biz.

  3. I’m sure it is hard to consider changing it, but I’m not sure those words are unique enough to become a memorable brand, they could be, but I’d worry that maybe they’re too general. But that’s just my opinion, I could certainly be wrong. Maybe you could brainstorm a few alternatives, then send a note to a few trusted friends and ask them which names they like the best. That way it’s not a rejection of just one option, but a selection out of several. Just remember, if you decide to change, and you take the time to communicate what you’re doing with your customers, fans, and friends, then you won’t lose anything in the transition. You’ll actually gain awareness and interest in what you’re doing.

  4. I have/had a hairbow business (who doesn’t these days?) that’s morphed into just cheerbows for cheerleaders. The name I used was “Peppermint Street Designs”. Long, boring story with that one. Question is, is that do-able or is it just too generic? I know it says nothing about what I’m making, but neither does “Liberty Jane”! 🙂

  5. In the past few years, I have made and sold doll clothes at Christmas for coworkers and friends. I have played with the idea for a name, Twinstitcher, because I am a twin and I want to lean towards a more historical line, hence the word stitcher. I am currently working on more clothing so I can put them up for sale on Dollabee. It will be my first time selling online.

  6. Hey I was wondering if you could sometime chat with me….because I am new here and what do you mean by picking a name for a business i thought that people could become partners with Liberty Jane….and not our own businesses so I was wishing if you could PLEASE answer my questions. 🙁

    • Hi Emilee,

      Sorry for the slow reply, this somehow got caught in the pending approval folder. It’s a good question. Sorry it’s confusing. We’ve established the partner program so you can use our patterns as the basis of your own sew & sell business. So you still need to create a name, and decide where you’re going to sell your clothes – Etsy, EBay, Dollabee, or offline. This post is about how to determine that first step – finding your own business name.

      I hope that helps!


  7. Hi Cinnamon and Jason,
    I have been thinking of names for a business and decided on Pettit Boutique, what do you think?
    I signed up with Etsy under the name alaboutbaby because I was helping my daughter start her business of toddler crawling pants 6-12 mos, and then with E-bay I’m under the name babyannme and I can’t change the name now that I want to make AMG doll clothes. Any advice

  8. Thank you for the opportunity to partner with you! I recently started My Sweet Doll Shop on etsy with18 inch doll bedding. After reading your article on branding and choosing a name, I may need to change mine. The name of my shop came about when someone asked “where do you buy your doll clothes?” and I replied “I go to My Sweet Doll Shop”. Do you think I need to change it? If so, what do you think of the name Cheally Bean Designs? I look forward to hearing from you

    • Sorry for such a slow reply. I’d keep brainstorming to try something that is 1) simple 2) unique 3) easy to pronounce. I would try to avoid using commonly used words. Hope that helps!

    • Reading this made me question my business name, too. I wanted to make it obvious what my product was when I was placed on vendor lists for craft shows. I don’t do online sales. My advertising is trendy, though. My sister and I partner for some shows and her name is Adorable Doll Fashions. I think it is cuter than mine. The bottom line is, I put more thought into most every other aspect of the business than the name. It might be time to re-think that, but I don’t know if the paperwork change would justify a change.

  9. I am thinking of making my focus the California look – beachy, casual, athletic type clothes, and I think I’ll call it either “California Girl” or “SoCal Girl” – to play off of American Girl. What do you think? Of course, I’m still researching to see if that brings up anything else.

    • I think SoCal Girl is cute, California Girl is a pretty commonly used phrase, song title ect. I’m not sure you could buy that domain name though if you think you might want to have a website in the future 🙂 I love the beachy theme idea!

  10. Thanks – that’s great advice. SoCal Girl it is. Ah, so much to do, and so much to learn! I’m excited, and so glad to have your website to help me out. Will upgrade to premium partner as soon as I get things going with the business.

    • Well…SoCal Girl it is NOT! Type that phrase into Google and you get several escort services. Not cool! So I’m going with Ponytail Patty Fashions, because that was my nickname when I was a little girl playing with dolls. I’m almost ready to bite the bullet and put an outfit on eBay.

      • Patricia,
        Good choice to check it out first. Your name is cute. I almost named mine business Polka Dot Palace and still wonder if it wouldn’t have been catchier.

  11. Hi well I have just started in the dolls/fashion world, my brand is earthiz, I like the fact that the earth is the provider of all things created by man so that’s how I chose my name, what do you think.

  12. I chose a straightforward, if somewhat boring name, for my business. Something to keep in mind is some wholesalers want the name doll or doll clothes in your business title/tax id before they will sell to you. I’ve started to wonder if doll closet is a term for something else in Russia. When I look at my website traffic, I get a lot of quick hits from Russia. Hmm. Monitoring where your hits come from and how long they stay on the site is good. If you are doing shows and you don’t see much in the way of pre-show hits from that region, you need to question their advertising or vendor pages.

  13. I am just getting started using the LibertyJane patterns & creating my own take-offs from your patterns. I am using the name of “Crook’n Cranny”, “Everything you see here,
    Is made with Love. By Granny Cathy ‘n Granny Becky”. This is from a very close personal friend with whom I originally started in making doll clothes and other misc. items to go with dolls. Just before she passed away 3 years ago she made me promised I
    would keep our little local business going. So after 2-1/2 years off and lots of planning I took in my sister as a partner for the “other things doll” and started the business back up. Do you think our name will work for us now?
    Thanks for the input on it.

    • Hi Cathy,

      This sounds exciting! Glad to hear you’re starting the business back up. My kids call my cousin their Cunkle – cousin / uncle. That type of thing is fun. But the problem with it in terms of branding is that – no one would know that was the reason for the Cranny is until after you explained it. I think of dried Cranberries – I think it might actually be a brand of dried fruit. I think more people might think that you misspelled Granny. So, for that reason, I think I’d consider brainstorming some new options. You want something easy to pronounce, hard to mispronounce, unique, available to use, and fun to say.

      I hope this helps,


  14. I googled before and no one had anything like it. I was originally going to start with just machine embroidered items – but I’ve since branched out into quilt patterns on Craftsy. My business name is Treasures In Stitches – wondering if it is unique enough or too boring? When it was just going to be an embroidery business, I created the tag line, “Let us create your treasures.” Got the web domains locked up, have a FB page, etsy, ebay and am using @TreasuredStitch for Twitter. I may have gone too far to make a change now, though. Thanks for your time and your articles.

    • Good question,

      I apologize for such a slow reply. Somehow your comment got trapped in the pending folder.

      I think Tresured Stitch is stronger and simpler than Treasures In Stitches…You might consider migrating to that more and more – over time – since you are already set up.

      Hope that helps,


  15. When I first started making these doll clothes, I bought an 18″ doll from Wal-Mart and named her Elsebeth. So I decided to call my business Elsebeth’s Closet.
    What do you think?

    • There are a couple challenges. First, Anything “Closet” is very common. So that’s problematic. Second, Elsebeth is unique, but I think many people might assume it is a mispelling of Elisabeth’s, or an abbreviation, which would be Elsbeth’s, without an “E” after the “S”. So I’m not sure this is going to work for you extremely well. You might try brainstorming a few more ideas.

      Hope that helps,


  16. the brand name I have chosen is “Monga”s” The whole name will be Monga”s fashions and furniture for 18″
    ag type dolls. Monga is the name my oldest grandson gave me before he could say grandma. 15 years later I learned that Monga means “you are blessed” in the African language used in Burundi, so since that time we have encouraged great grand children to use the name to distinguish between me and regular grandmas

    • That’s unique! And it has a great story behind it too.

      Way to go!


  17. Cinnamon and Jason, Hello! I’m wondering about Sew Elated as a brand name for AMG doll fashions. I. Happen to be bipolar and I. Have always sewn highly creative, even fanciful clothes. Now that I’m a grandmother, I dress far more conservatively myself, but create one-of–kind outfits for my granddaughters AMG doll. I need to make money to feed that habit. What do you think of the name?

    • It sounds great. I’d suggest checking to see if it is available as a domain name. Go to godaddy.com or another website domain seller and search to see if you can buy that domain name. If you cannot, then I would keep brainstorming. Having your domain name is really critical for future growth of your small business.

      • Thanks for the input, friends. Since I last wrote, I had another idea. It’s warm, exciting by its nature, and I’m in the process of setting up a web page. More to come! May your holidays be blessed by the presence and peace of the living Christ. Ciao, Tracy

  18. Hi Jason and Cinnamon, About 5 years ago I was selling designer one-of-a-kind children’s clothes with Etsy under the name “Tea Party Fashions”. Then my son died by suicide and I not only dropped out of children’s fashion design but out of life. I’m now ready to try to transition back into a productive life. Do you think that the name I used previously (Tea Party Fashions) would be a good choice for doll fashions? I never registered the name so will have to be sure it’s available as a domain name if you think it would work.

    • Hi Linda,

      Sorry to hear about this situation, we cannot image how hard that must be. But we’re glad that you’re transitioning back into productive life mode. Your naming idea – “Tea Party Fashions” uses 3 words that are fairly general/generic in nature. In other words, they are commonly used words. For that reason, it might be wise to brainstorm new ideas and try to come up with something that is very uncommon. Try not to use “doll” or “AG” or anything that has to do with the category itself. Try to brainstorm ideas, then Google it to see if it is already taken. If it’s not taken – it’s a good sign that it is fairly unique.

      I hope that helps, and please keep us posted on how things come together – we’ll be excited to see your venture take flight.

      Jason & Cinnamon

  19. Dear Jason and Cinnamon,

    I have a problem and would appreciate your advice on the name game. I love my business name–I put a lot of thought into it, it’s very different,and is a play on a trendy “big people” store, and is memorable because of the inside joke. I’ve been blessed with success, and have started to build up a loyal clientele. But lately, I’ve noticed several new start-up names starting to appear on Etsy, etc. that are extremely similar–just one or two words off. I don’t whether it’s an accident, or a perverse sort of compliment, but I’m concerned that I’m going to have a lot of future brand confusion, and that my shop and name will become mundane. Any suggestions? I’ve already branded everything with a logo, business card, etc. Is it worth the while to change everything? Thanks, I’ll be watching for your response:)

    • Hi, Jason here…

      First, we love the name and your work – you deserve a lot of customers and success.

      The problem of course is that your name uses 2 out of 3 words that are fairly generic – 18-inches. And your 3rd word isn’t that unique. It is a nice homage to Forever21, but even that means it is not too original. But you probably already figured all of that out…

      The way we see it you have 2 choices.

      1. Ignore the similarly named competitors and just work to build your brand. But if you do that – you need to just forget about this issue and not let it bother you.
      2. Make a change. If you do this it will be a lot of work, but you might really be happier over time. Plus – you won’t lose anything. Your customers are liking you because of your great craftmanship & photography…not your current name. So, if you bring them along for the journey of the name change – they will be kind I’m sure. Including them in the naming exercise might even strengthen your relationship with them.

      It’s a tough choice. Only you can really decide which way to go. If it were us – I think we might consider changing it to something more unique. But again, you need to decide what is best for you.

      Hope that helps!


      • Thanks for the words of encouragement and wisdom. I suppose the dilemma is “is it coincidence?” or would it happen no matter what as an indirect form of flattery? I have to ask: did that happen to you in the early days–any shops popping up with “Liberty Jean” or “Justice Jane” types of names? I’ve got some thinking to do–and I really appreciate your response, and the great work you do.

  20. Hi Cinnamon and Jason,
    I looked on go-daddy and put my name in there, so far there were no names that were like that.
    My company name is Nana’s Cre8ions…do you think this is a good name or should I start over? Just wondering.

    • Hi Sandy, sorry for such an incredibly slow reply!

      There are two issues you might want to think about:

      1. having a name made up of common words, and nanna and creations are both very common, won’t allow your name to be very memorable.
      2. Using an alternate spelling is problematic for Google search efforts. So people who hear about your work, would typically search for nana’s creations, and Google may or may not deliver your website as the top result. Until they are very familiar with your name, they’d get it wrong.

      For these reasons, I think it might be wise to choose a different name. One that is made up of unique & simple words, and is also available at godaddy.

      Hope that helps!


  21. So far my Etsy store is named “PoppetsBoutique”. Now I am questioning it.So many boutiques.I will be selling AG & Bitty Baby clothes once I et sewing well.
    Ideas on the name?

    • Why not just Poppets? That’s very different, and easy to say, and sorta neat!!!!

      Of course, you’ll need to do your basic searches in Google and Godaddy to see if there is already somebody outthere with that name, but if not, then I’d say you have a pretty cool idea.

  22. I know branding is huge.I took a business course in college.I am just starting.My budget says “Free Business cards” and generic Etsy store banner.But am I shooting myself in the foot because it wont really be cohesive & be mine?
    Thanks for your input.
    Marcy Divers

    • Hi Marcy,

      I’m not sure what you’re asking. If you’re wondering if you can create a ‘real brand’ very inexpensively, then the answer is – yes you can. The starting point is defining the brand concept, and clarifying what your business is all about. Then you can use free tools to spread the word. After you are making some money, you can begin to spend wisely to upgrade and enhance your marketing tools.

      Hope that helps,


  23. Sorry so many replies (forgive me) Poppets Boutique is out.Someone has a name so close to that it just wont work.What do you think of Poppets Threads or Poppets Togs ? (My Mom is British so it was for her heritage) Or..should I go with my California heritage & pick something sunny?
    Thanks so much.

    • Hi Marcy,

      I did some looking around related to Poppets. First, I think Poppets is cool. So PoppetsXYZ will be cool. This is one of those where the competition for that word isn’t very strong, but it is out there already. So, you have to decide if you want to fight for that naming concept, and push forward. If you’re committed to going down that path, and I think you are wise to go that way, then you might try alliteration. It is always helpful – so a 2nd word starting with a “P”… like Popetts Poseys, although that seems to already be commonly used. But you get the idea.

      Hope that helps,


  24. Just wondering if you got my message from here, sandy

    • Super sorry for such a slow reply.

      I’m here…and happy to help!


  25. Thanks for allowing me to ask you my question. I joined your partnership back in 2010 and gave you all my information. I also took your class online. I have bought most of your patterns but have never used the partnership to get free one’s, I’ve always paid for them. I do not sell on Etsy but am seriously considering it. I started my business many years ago when I was making dolls. I no longer make them but am addicted to dressing the 18″ dolls. When I started the clothing I named the business http://www.2cutefordolls.com. Do you think this is catchy enought for my name? When I do the Junior League markets I show “Dolls by Doris” since this is the one my tax papers are under. Should I try to change the certificate name? Please advise.

    • I wrote on January 17th and have not gotten a reply. I thought I would have gotten a reply before Feb. 2nd.

      • Doris,

        Let me apologize. I am truly sorry for the slow reply. I have been writing a book and neglecting my job here as webmaster. I am back and happy to help.


    • Hi Doris,

      I think Dolls by Doris is much more memorable than 2cutefordolls. Dolls by Doris has a nice ring to it – alliteration – and that is always a good thing.

      Sorry for the slow reply!


  26. I am a bit confused. I think I understand your suggestion of branding on the basis if a short, unique and memorable name. But search engines are picking up shop names when they return search results. And key search words of our category are very generic. I am just wondering if our unique shop names, without key words, will be found relevant in those searches.

    • Hi Irene,

      It’s a good question. You’ve hit on a real dilemna. You want a memorable name for customers to recall – but you also want Google search to treat you favorably. But sadly, they are in direct opposition to each other. Google is targeting the generic keywords like “doll clothes”, etc. And the truth is – your not not going to be competitive for those words – you won’t come up on the top page. There are much older sites, with many backlinks that are pretty much “locked in” for those words. And your customers are going to remember things that are much more unique – like your name – or your picture – or your funny personality. Our best advice is to use a unique name, and then have your site content include plenty of keyword rich information. So have a good “about us” page, and other pages that use the keywords wisely. Google will like the keyword rich content, and you might get some traffic from that, but your brand will also stand out and people will remember it and type it directly into their browser. The top 4 sources of traffic on the Internet are: 1) Google Organic Search 2) Direct Typing of a domain name into the browser 3) Facebook 4) Pinterest. So, we’d suggest going unique is your best bet!

      Hope that helps,


  27. Hello,
    I am in the process of choosing a brand name, what do you think about Sue Smile? I´d Love to have Sue Style but it is already taken. By the way I am reading your book which is being very helpful. Thanks for your response.

    • Sorry for the slow reply…

      Using alliteration is a good idea …Sue Smile. However, both Sue and Smile are very common words. So that is problematic. You might want to think hard about your name in association with what your primary product is going to be and try to come up with a whole concept. A name that supports an idea. When we did this we went with Liberty Jane …and decided we would focus on Americana & Made In America …even if just subtly. So brainstorm the name and the concept at the same time …that might trigger some creative ideas.

      Hope that helps,


  28. Hi Jason and Cinnamon,
    After reading some more I have decided to take Jason up on his challege of specializing in jeans. I have decided to call my shop Pippy LaJade Jean Co. I will be filling out my premium partnership request soon and hope to have my shop up and running by the beginning of April…look for me there! Thanks for all the good info and advice you give to those of us starting out!


  29. I am really excited to be allowed to partner with such a wonderful company! I love your patterns and have grown to even creating a couple myself. I chose “Aurie’s Unique Boutique” as a store name, as my sweet daughter Aurienne is always an inspiration to me to take simple items and make them POP! She’s very outspoken and unique I guess that’s what I get for combining g-gram Adrienne with Gram Aurelia into her name. I was hoping for your take on the name I chose for my store please. P.S- I read and reread your advice emails. Thanks!

    • Sounds fairly unique – and that is good!


  30. Hi Cinnamon and Jason,

    Thank you so much for the reply. Sometimes all that’s needed is a slightly different view and different reasoning and everything falls into place.

    My Etsy name is DandyMe, got it on a whim and now am thinking of changing it. Could I be wrong and shouldn’t I just let it stay? Isn’t it a bit rigid for the flowerly world of doll fashion?
    Thank you for any input.

  31. I’ve just Googled DandyMe, exactly the way I write it. My Etsy store comes up the very first in search results, but the next one is Dandy Me with its men’s fashions. That becomes a bit confusing, doesn’t it? Besides, Dandy Me is dominant in pinterest search (I use different name on Pinterest) and search constantly wants to split my name into two. Image search wouldn’t want to pick my combined name, wanted to split it up at first.
    My gosh, I can sew, knit. crochet, dress up dolls and take photos. But when it comes to names I am a total zero. Plus to that, English is my third language.

  32. Hello Cinnamon! I am so excited to learn more about building an online business. I have chosen the name Missy Cates Doll Boutique. The name comes from my two little yorkies. Missy was my first yorky and I was making her dresses. I would buy 18 inch doll patterns to convert for her. I had a few people ask me to make for their dogs and it was to much. The doll clothes are more satisfying and rewarding to make. I so enjoy it. I found Liberty Jane on an online search. I have most of your patterns and have learned a lot from them. I work outside the home and I am concerned about the time it will take to do the online business. I just became a member of the cutting room. I am excited to learn how to have an online doll clothes business. I want to go through your pattern making class soon also. My question is about the domain name. Jason recommended go daddy. What all do I need from this sight? Just the cost of the name .com? The sight offers a lot of other things, do I need any of them?

    • Sorry for the slow reply… You don’t need to buy anything else from Godaddy…just the domain name itself…


  33. I am working on a name for my soon-to-be opened Etsy shop…does the name “Elle Kaye’s Closet” sound general enough to include fashions for a variety of dolls plus some misc. craft items for the home but also catchy? I appreciate your feedback (and that from anyone else who cares to chime in)! Thanks!

    • I think it’s pretty good! Sorry for the slow reply!!!


  34. Hi Jason and Cinnamon! Thanks so much for a great and informative website. I’ve been sewing forever, and have concentrated on children’s clothing as of late. The name I’ve been using is basically my own name… dkinley – I created the logo used in the fb page I linked and have labels using that logo and name. Now that I want to add 18″ doll clothes, I’m wondering if I should choose a different name for the doll label. I considered using “Jubilee” and there is quite a story that goes with that, but to make a long story short, I will just say: I lost both my parents by the time I was 5. Designing and sewing for my dolls was my refuge. This is the 50th anniversary of loosing my Mom, so I’m claiming this is as my year of Jubilee. Going back to designing for dolls just seems to be completing the full circle. The problem with using Jubilee as a name is the google search brings up lots of various things, from churches to a mutant superhero. Maybe Jubilee can be a line of clothes by dkinley… your thoughts are greatly appreciated. Thanks, Donna

    • Hi Donna,

      Thanks for asking us – I think you righly identified the challenge with using Jubilee. However, maybe you can add another word, like “Jubilee something” …so that it is more unique. Even with that – you might still have challenges with the generic-ness of that term. I think you might be better off sticking with Donna Kinley – a wonderful and unique name 🙂

      Keep us posted on what you decide!

      Jason & Cinnamon

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