my theory is if you name your store after a fad...you will be hurting....
example...shabby chic ...the word is over....the color and feel is a big huge trend that will hang on for a long time.........the fad of shabby is about over......the word feels over used.... its kind of out..as in its in or was in target and walmart...... but neat casual white stuff is still good...and the whole idea of shabby is still what our store is about......but still im so glad i dont have shabby in my name...glad that i didnt hinge everything on one idea....
in other words ...if your store makes it....you dont want a name that sounds out of touch and dated in a few years....
i loved the word shabby....it said it perfectly....but now when im still selling it i need a new word....now im kind of having a ball with steampunk.... but i dont want to change our name to anns steampunk parlor...
the trouble with having a business thats all about a big fad..especially if its your favorite style and you are new.... ..THE TROUBLE IS... is you dont realize its going to change/get old/ ..... i think thats where the french thing is headed....once the trendsetting buyers see it one too many places they will be looking for the next thing.... we had that situation in our record shop....we made these huge fun earrings for several years....it seemed like a sure thing....THEN the girls turned to llittle bitty stud earrings....we were toast!!!....past fads...cabbage patch...80s hair...collectors plates, collectible anything.. beanies....cutsy country...victorian....
tracing a fad...heres an example of something thats hitting boutiques right now...religious things...like statues , big serious victorian things, angels, SANTOS, ....this makes antique dealers smile....because the antique world has been after this kind of thing for at least 7 ore 8 yrs..... i really think the antique world is where the new styles bubble up ....the good show dealers sell to to the big designers and trendsetters and the buyers for the big famous stores ..... .....anyway those famous people go to the big shows....brimfield, roundtop, scotts, kane county, springfield....etc etc etc..... etc etc ..... ... and thats where everything starts ...imho.....then it filters down to the big gift companies and to the boutiques then to target, walmart and hobby lobby....
its interesting for me....because even tho i stay right here in indiana,.....we are at the bottom of the pecking order...I DO GET TO HEAR THE STORIES RUNNING THRU THE DESIGN WORLD... ..if some business does great with our stuff they dont broadcast our name... but we are always looking for something that would be right for the top of the pecking order of buyers..IM SHOPPING FOR THE BIG BUYERS ALL THE TIME, BUT FINDING SOMETHING THAT GOOD IS HARD....and we definitely sell to some people who sell at those shows..... lots of our stuff has ended up at the big fancy places.... and in magazines.....and in how to books...but not with our name...
i get to hear about the big buyers who i have seen in mags etc and thats fun too.... like martha stewart and racheal ashwell and what the anthro and terrain buyers are looking for..
so what is hot on the antique trail right now? i would say industrial....lockers, metal drawers, big metal factory tables ,..stark and mission.... ..and big church things still...and the real big fabulous stuff ....and some primitive...
my newest interest is whole idea of recycled, junk, and urban and steampunk....we are embracing that at green oak...we have a whole industrial section... its so cool!!! .the wildest parts , like my love hurts sign, probably wont be huge here...but we do have lots of outside the box customers and we do sell to some big show dealers and we can be a source for them... our country girls are always open to using outside or barn things inside..so they like some of the stuff ....
something could be here at our store and at the pier show in new york a few months later....happens all the time...with the right stuff....
thats my theory for today....
i really think your longevity in business will come from your expression of style....and i wouldnt limit your vision with a real specific word like french or shabby or whatever comes next... i would pick a vague name , an abstract name, that can still be relevant when your customers change or you get different customers......a name that wouldnt box you in to some style thats in menards and hobby lobby and walmart a couple of years down the road...
here we are big enough in space to cover lots of styles....but even in a smaller store i think you have to choose either jump on the bandwagon of a fad and go for it...then close when its over........or jump into a fad but keep something else going too....... the second choice is the healthy one imho...
so in a nutshell....lets say scarves are hot....and you want to get in on it....if you name your store scarf city....it will be over and you will have the wrong name....which might be just fine....
i wish our name was green oak home and garden...
but every time i bring it up dh gags....it would be a huge amount of work to change it...our name doesnt say what we are well at all...
if you are picking a name....GOOD LUCK... hope you can find one that wont drive you nuts down the road...
here are some recent pictures of our store....i think the pictures show THE KEY TO
