trade tales | Jun 7, 2024 |
How did you name your firm?

The name of your company is often one of the first things prospective clients will see, so choosing the right name is an important first step in starting your business. This week we asked seven designers—Chad Falkenberg, Ashley Ferguson, Candace Griffin, McCall Henke, Charlene Miranda, Kelly Reynolds and Andrea Rodman—how they named their companies.

How did you name your firm?
Candace GriffinCourtesy of Candace Griffin

Grandmother’s Wisdom
“The name of my design firm, Candace Mary Interiors, incorporates my middle name, Mary, in honor of my late grandmother. It was really important to me to include Mary, as I attribute so much of my creative abilities to her. She was one of the most resourceful individuals I have ever known. Whether it was sewing her own clothes or making and upholstering her own furniture, she had visionary skills in all aspects. Having her name within my firm inspires me and makes me proud to be able to carry on that torch for her!” —Candace Griffin, Candace Mary Interiors, Chicago

How did you name your firm?
Ashley FergusonCourtesy of Ashley Ferguson

True to Yourself
“I have gone through various iterations of naming my company since starting in the industry over 15 years ago. When I first launched, I wanted to be unique and different, but I found myself never really connecting with [the names I landed on] and feeling as if something was off. When you’re pouring your blood, sweat and tears into something, you need that deep soul-level connection. I went through a couple of different rebrands and nothing stuck. When I decided to be my true and authentic self, it all came together perfectly. AFI, or Ashley Ferguson Interiors, is me—there is no other version that comes close. I found just being straightforward and to the point was the best decision for me and my company.” —Ashley Ferguson, Ashley Ferguson Interiors, Austin

How did you name your firm?
Kelly Reynolds and Chad FalkenbergCourtesy of Falken Reynolds

Keep It Simple
“We knew that choosing a name would be a decision [that would endure] for the length of our careers, so we engaged our friends at a branding agency to guide us through the process. We looked at the pluses and minuses of using our personal names or coming up with something completely different. A unique name would make a lot more sense if we wanted to develop a really big business and think about someone else taking it over one day. But we settled on using a (shortened) version of our personal names because our work is so much about relationships with our clients. The agency reminded us that our names are the most memorable aspect of us—and the most authentic version of us is simply us.” —Chad Falkenberg and Kelly Reynolds, Falken Reynolds, Vancouver

How did you name your firm?
Charlene MirandaCourtesy of Charlene Miranda

“When it came to naming my studio Miranda & Co., I knew that I wanted to incorporate my name in some way, because ultimately it will be my legacy, and the firm is a reflection of me, my aesthetic and my values. I had seen a lot of studios bearing the designer’s full name followed by ‘Interiors’ or ‘Designs,’ and I always felt that was not [the right fit for] me—I didn’t really want my full name front and center. Ultimately, I went with just my last name,‘Miranda, along with ‘& Co.’ The latter part is essential, since every project is a meaningful collaboration with our clients. The ‘& Co.’ also represents our team of designers, vendors and contractors that strive every day to deliver an outstanding product.” —Charlene Miranda, Miranda & Co., Brooklyn

How did you name your firm?
McCall HenkeCourtesy of McCall Henke

Family Ties
“[For us,]‘Thirty Three’ is more than just a numerical designation. It delivers a poignant symbol of guidance, unwavering support and growth, inspired by my late grandfather, who donned the number during his basketball days. Moreover, Table Thirty Three seeks to inspire a place where everyone has a seat at the table to share, explore, challenge and ultimately create together—where, above all, collaboration is valued and every voice is heard throughout the entire creative process. Our design philosophy, which is closely linked to the etymology ethos of our brand name, is grounded in the intersection of quiet luxury and organic elements, thus making exterior direction an intuitive part of the vision for each project.” —McCall Henke, Table Thirty Three, Costa Mesa, California

How did you name your firm?
Andrea RodmanJane Thomson

Personal Touch
“I chose to name my firm Andrea Rodman Interiors because I wanted the name to reflect a personal commitment to quality and creativity. My name represents my values, vision and the high standards I hold for every project. It signifies a personal touch and accountability, ensuring clients that they are working directly with someone who is deeply passionate about delivering exceptional design solutions. Additionally, it helps in building a recognizable brand where clients can associate the name with trust, innovation and a tailored approach to interior design.” —Andrea Rodman, Andrea Rodman Interiors, Vancouver

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