Ecommerce Experiment

We’re moving on quickly behind the scenes at eCommerce experiment (we’re back at the bank tomorrow) and the posts will be quickly gathering pace over the coming weeks so I’d better let you in on some vital information!

We do name generation processes for new start-ups at carrotmedia so when it came to developing the name for the handmade jewellery shop we thought it would be an easy process. How wrong we were! As always when you come to doing something for yourself you’re always in two minds of how you’re going to approach something, which angle you’re going to focus on and what would appeal to your target market.

We thought about quirky names but quickly dismissed them. There are not many large jewellery shops online and the few that are there have been around for a long time, the upper market consists of Tiffany’s, Ernst Jones, Beaverbrooks and Goldsmiths within the UK. (Feedback on outside of the UK more than welcome.)

We wanted a few things out of our company name;

• To be memorable
• To be respected
• Can age well
• Brandable

We chatted about names for a while and came up with Turner Elliott, we quickly changed this round to Elliott Turner and then slept on it until I personally changed it to Eliot Turner. The name came from combining surnames of two of the four directors, Gavin Elliott (a previous director) and Justin Turner.

The reasons for dropping it down to one ‘L’ and one ‘T’ were;

• Elliott is a very strong surname for the first part of the company name
• I wanted to created a “softer” first name

So there it is. Our online shop will be called “Eliot Turner”.