So What IS in a name?

I have been doing business as "New Byzantium Designs" for over 2 years.  I am now taking the plunge to change my business name to "LadySmyth Metals" and yes, I do know all the very good reasons not to do this.  But there are even better reasons to change the name.  In the course of the last 2 years I have come to what I believe is a very well considered conclusion that "New Byzantium Designs" is unpronounceable, unmemorable and uninformative.  I have heard way too many potential arts-and-crafts show clients  stumble over the old name and found myself mentally gritting my teeth every time.  Whenever I visit my local fixture supply house, the manager always inquires whether I have "gotten rid of that awful name yet?"   (Well, I guess he rembers it, but for the wrong reasons.)  Friends and family had doubts about the old name right from the beginning.  Soooooooooooo, here we go!  Good-bye, "New Byzantium Designs" and hello,  "LadySmyth Metals."

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