What’s in a name?  If the extent of my agonizing over whether or not to change my online business name is any gauge, then a name is pretty darn important!

Last month, I made a big change in my online business.  I made the decision to re-brand my business using my own name, and I hired a graphic designer to make a logo that suited my business.  I’m very pleased with the work my designer did for me, and I’m pleased that my business name is consistent locally and online.



I have three main reasons for changing my business name, and here they are:

 Number One:

My official business name, the one that I use on my tax return and on any official paperwork is “Elaine Searer, Sewing & Alterations”.  I chose that name, not because it’s cute or catchy, but because it’s free.  In Pennsylvania, I do not have to pay a fee to use my own name as my business name.  If I choose a fictitious name (like My Grandma Sews), then I have to pay to file that fictitious name with my state.

Number Two:

Because I never paid to use the name My Grandma Sews, it wasn’t really mine.  I had no legal claim to it, and if another businessperson wanted to go into business using that name, I would have no recourse to stop them or to protect my use of that name.  I considered it highly unlikely that I would ever get into a business fight with anyone wanting to use that name, but just the same, the possibility was there that I could work to build a brand and then have it snatched from me. Some people might ask why I didn’t just register that name.  I could have done that, but I’m already operating a successful local sewing and alterations business under a different name…you guessed it!  Elaine Searer Sewing & Alterations.  What are the chances that my local customers would ever begin to refer to my business by a fictitious name?  Slim to none.

Number Three: 

The last reason is just that the word “grandma” was not the image I wanted to portray to my online customers.  I like being a grandma, but I was concerned that the using the word “grandma” would make potential customers think “old-fashioned”.  While I do consider my choice of patterns and projects to be classics, I do not consider them old-fashioned!

My other concern is that while the word “grandma” seemed cute to use for a business that makes children’s items, it would not suit me if I decided to list items in my shop that are not for children.With the help of my graphic designer, I made the decision to brand myself with the business name that I already own and use:  Elaine Searer Sewing & Alterations.

Some people have mentioned that they miss My Grandma Sews, and I miss that name a bit myself.  I am, however, convinced that I made the right decision for me and my growing business.

If you’d like to see the rest of my new graphics, please visit me on Facebook at www.facebook.com/elainesearersewing and www.facebook.com/groups/elainesearer  and my Etsy shop at www.elainesearer.etsy.com .

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