A look at naming in the world’s specialty marketplace

Nevada Knits via Etsy

This year, more than ever, we’ve needed small businesses as much as they’ve needed us. They’ve been there on our long neighborhood walks, or when we needed the perfect, thoughtful gift at a difficult time.

I’ve spent more time on Etsy this year than I’d like to admit, but as a professional namer, it has made me reflect on the types of businesses we don’t always get to name: homespun shops like the ones on this massive online marketplace.

Browsing Etsy can be a daunting event. For those of us who enjoy craft fairs and holiday markets, it’s the virtual equivalent of an endless row of vendor tables. Even after applying all sorts of search filters, the options are endless.

Not to mention, there’s hardly an opportunity for a shop to showcase its brand, if it has one. It all comes down to the product photo, the customer ratings, and the shop name.

So I took a moment to celebrate the types of shop names that stand out among the rest, despite their minuscule real estate on the page.

Names that set the scene

For most of us, shopping online still isn’t ideal. We miss that tangible component — the opportunity to feel how soft that wool really is, or to know whether that candle has just a smidge too much vanilla in it. We might even miss striking up a conversation with the shop owner or bumping into a familiar face. For all these reasons, it’s effective when an online shop can create a sense of place with its name. By setting the scene, they’re helping shoppers — sometimes from across the world — feel welcome.

Examples: Lemon Leaf Market, Salvage House, Studionom, Treefort Toys, Map Attic, The Burlap Cottage

Tony Williams via Unsplash

Names that make us smile

Names that inspire an emotional response can be incredibly powerful. This is especially the case with a small business, where it’s clear that the owners have poured so much of themselves into it. Some names simply capture the joy of doing what they love and sharing it with others. Others are just plain absurd. This month, the antidote to 2020 might include names like these.

Examples: Joyful Moose, Favorite Story, Bling Badda Boom, The Bearded Bee, One Happy Leaf, Made of Sundays

Descriptive, with a twist

Most shops go the descriptive route, which is understandable given the sheer volume of options. If you’re an expert in crafting leather goods, and only leather goods, you probably want to attract people interested in leather goods. The problem is, it’s easy to get lost in a sea of names like “Leather by ___” or “___ Leather Goods”. Some shops have done a great job of signaling what they do in an unexpected way.

Examples: Five Dot Post, Olive Branch Decor Co, VanWoof, The Twisted Word, Sounds of Silver, The Emerald Hound, Damn Nice Stuff

VanWoof via Etsy

Location, location, location

Given that Etsy is a global marketplace, a shop can benefit from referencing its hometown or region in its name — attracting proud locals and curious outsiders alike. At a time when we’re all missing travel, it can feel like you’ve gotten a brief glimpse into another place on the map.

Examples: Anchored Northwest, ShenDoah, Saltwater Prep, Left Coast Original, 614 Vinyl, Border City Quilts

In a marketplace like this, it makes sense that the shop name would take somewhat of a backseat. It’s not doing the work of grabbing peoples’ attention (that’s what the ratings are for), and if a shop is lucky enough to be featured on a curated list, it’s a direct result of those five stars.

But still, as a namer and all-around knick knack appreciator, I like to think the shop name is a reflection of the owner’s creative mind. I know I’ll be looking to those minds for my holiday fix this year.

Here’s to 0 more. (3CEtching via Esty)

Thanks to Rose Linke.