What’s in a name? A lot apparently, as entrepreneurs, artists, and makers of all kinds spend enormous amounts of energy searching for the right name for their business, project, organization, or creation. Below, you’ll find the stories of how various successful brands, creators and entrepreneurs came up with their names.

Alexis Jabbour

The name of our company, Buddy, comes from one of the most fundamental principles of diving: always dive with a buddy. It’s the first rule every diver learns, and it’s a mantra that resonates with the diving community. So, when it came to naming our company, it felt like the perfect fit—simple, iconic, and meaningful. Read more>>

Xavier Damo

I have two first names and Lordd is part of it. I don’t go by “Lordd” and I figured I’d start using it for something so it became my signature/ watermark for my artwork. Read more>>

Everette Mitchum

Before I knew anything about business, I seem to have understood branding. Our company was born in my driveway of the house I lived in when I was in college. Lookin’ Good Car Wash was the name I landed on. All I could think of was something that would speak to the level of service I knew I wanted to offer my customers. Fast forward almost 9 years later and I don’t think I could have came up with a better name. You simply don’t look at a vehicle when we’re done with it without saying “lookin’ good”. Read more>>

Helen Mills

The name 1820 Bag Co came out of a pivotal moment in my journey as a business owner. When I first started considering turning my side hustle into a full-time venture, there were some doubts, particularly from my spouse. During one heated conversation, he said, “As long as you can put in your $1,820 for the household expenses, then do what you want.” That number stuck with me—not as a limitation, but as a challenge. It motivated me to prove that I could not only meet that goal but exceed it, turning my passion into something truly sustainable. Read more>>

Joscelyne Eddy

The naming of our business was influenced by our Daughter, Julia Jude.
When our daughter was an infant we noticed she would get dry patchy rashes all over her body. With a family history of severe eczema we immediately recognized these rashes as eczema. A friend gifted us a pair of bamboo pajamas, overnight we noticed our daughter’s rashes started to subside. We made the switch to bamboo entirely for our daughter; including sheets, blankets, and daywear. Read more>>

Elizabeth Juarez

Originally, the name of my business was my husband’s idea, lol.
At the time my man was working on interior designing to build his fashion line but then he lost his passion due to life circumstances.
We were struggling between time, work, and choosing better home lifestyles that could work in our favor to be more present to be in our children life’s. Read more>>

Arthur Onni

The name of my company, Onni, comes from the Finnish word for “happiness.” It perfectly reflects my vision and values — creating meaningful experiences that bring joy and connect people. Onni is an event agency specializing in organizing exceptional events for major companies and brands. We focus on delivering high-quality, tailor-made experiences that align with our clients’ goals, whether it’s corporate events, brand activations, or exclusive gatherings. You can learn more about our services at https://arthuronni.com. Read more>>

Penny Sebring

My business is named in honor of my family’s sun conure, Kiki. Sun conures are a brightly colored medium-small parrot species, originally from South America. Kiki was an inquisitive and entertaining feathered member of the family that shared our home in Anchorage, Alaska, when my kids were growing up. She absolutely adored being read to and made an attentive and lively audience for both myself and my children. Read more>>

Natasha L. Mason

The name, Creations By N.L.Mason consists of my first and middle initial, while honoring my father, John L. Mason with our last name. I thought it would be a beautiful way to put the Mason name on the map without a jar, of course!

As a creative, I needed a business name that would not pigeonhole me from spreading my wings, allowing me to streamline various types of artistic mediums without limits. “What’s in a name? That which we call a rose, by any other name would smell as sweet.” (Shakespeare)  Read more>>

Sade Beaulieu

For me, the story behind the name of our brand, Overcome Counseling was to help destigmatize mental health, normalize therapeutic services, provide a safe space to discuss thoughts and feelings, provide resources, and help marginalized communities who do not have access to mental health care services. Read more>>

Amelia Cordischi

When we launched ECHO in 2018, we wanted a title that was both memorable and reflective of the wide range of entertainment our publication would cover. We brainstormed countless ideas, enlisting family and friends to weigh in on what resonated most. Ultimately, we landed on East Coast Hollywood (ECHO), paired with our slogan, covering entertainment from coast to coast. The name perfectly captured our focus on entertainment while giving a nod to our Boston roots and Will’s move across the country to Los Angeles. Read more>>

Sanjana Satagopan

Naming EcoLearning Together (EcoLearners) was admittedly a lot harder than I thought it would be, and honestly, its named EcoLearning Together because we didn’t get the organization name for just regular Ecolearners. Instead, if we were to call ourselves that, it had to be an abbreviation, but we changed it up with the L being capitalized. Read more>>

Francesca Dorsey

The name The Mocha Quote | Design Studio is a reflection of both my identity and the essence of what I aim to deliver. The word “Mocha” represents warmth, richness, and creativity—a nod to both my cultural roots and the inviting vibe I want my studio to embody. It’s about creating a space where people feel seen, heard, and valued. The “Quote” signifies the power of words and storytelling, which is at the heart of great design. Every project begins with an idea, a statement, or a purpose, and it’s my job to bring that to life visually. Together, the name symbolizes the blend of creativity and purpose that drives my work—a balance of artistic expression and meaningful communication. Read more>>

Nico Nicoletti

Coming up with a business named is a very important and difficult task to accomplish, for me it needs to be meaningful, it needs a source of pride and most of all it needs to tell a story and for us Black n White Healing tells a story of duality, about The inner light and Dark, Femininity and Masculinity about opposites being interconnected. Read more>>

Karla Trujillo

I had received news that due to budget cuts a couple members of my team had to be let go. I was one of them. I had a trip I was going to that night to Queretaro, Mexico for a friend’s wedding. I was very bummed, and I cried on a plane filled with wedding guests of my friend. I had to message her so in case she got word she’d know and not worry about me. I had a very emotional reaction for many reasons, but mostly because it was the first time I was ever let go. My boss was very graceful and offered me support for other openings or whatever I needed to get another job, so I knew I wasn’t a “bad employee,” but something about being let go hurt my soul. During our trip, I had time to look at things from another perspective, I had to, no one wants to be gloomy wedding guest. Read more>>

Ariana Serrano

My brand is named Ladybug Beauty. The name “ladybug” was actually given to me by my mother. She has 3 daughters and she will refer to all of us as her “ladybugs”. I decided to take that nickname and make it a part of my brand; not only for the sentimental factor but knowing that the name “ladybug” can be turned into a household name. I felt the name “ladybug” is also able to be used comfortably on several platforms in a time where stage names are not as “family-friendly”. I always wanted to name my brand something that can be inclusive and accepting by all. Read more>>

Sandra Souza

A história por trás do nome da nossa empresa, ASBG, é uma bela homenagem à nossa família. Cada letra representa um membro especial: “A” de Alisdete, “S” de Sandra, “B” de Brayan e “G” de Gael. Essa escolha simboliza a união e o significado de cada um na jornada empresarial. Mais do que um nome, é uma celebração do amor e da força familiar que impulsionam o nosso negócio. Read more>>

Yasmaneka Bush

Naming a business is anything but easy. I started trying to figure out a name in in my freshman year in college, it was one of our assignments. Twisted Desserts was the original name, with the objective to take classics desserts and, “twist” them into something new and innovative. I went through about three more names over a four year period, before committing to, Timeless Desserts. I wanted a name that express not only what I could create, but also the experience; not only with my creations, but with the joy of every moment that I am a part of. To me that is Timeless, and at that moment the name, Timeless Desserts stuck. Read more>>