Earth and Moon Rebrand
Ten notebooks filled front to back should help me with rebranding. Probably I was preparing for this day long before I knew it would happen. I always believed that if I worked really hard with long hours I would succeed. Sadly not the case.
How it all began
It started about 3 years ago on Facebook when I was named ‘fan of the week’ by Keri Francek of Idea Girl Media. One day she said, ” I’d like to do a review of your website/blog with a colleague of mine for a course we are working on”. I was thrilled & expected great praise.
You see, I was still in a state of surprise that I had discovered my hidden talent and passion to create beaded jewelry. So boy, was I shocked to learn that nothing was set up correctly. My website and structure needed a rehaul. Oh No- Not only did I avoid paying others, I had no illusion that women would purchase our handmade jewelry without seeing, touching or trying it on.
Then, a funny thing happened
BeadZbyRoz/Roslyn Tanner Evans was interviewed by the Wall Street Journal as an entrepreneur who started her business late in life. The article came out in a Sunday edition across the country and that night we had 3 online sales. Oops- had to shift my thinking. There actually were women who didn’t have to fondle every stone or try on every necklace. Then as often happens, life throws stuff at us that we really need but don’t realize. At age 74 I didn’t have the strength, energy or friends wanting to be helpers to continue doing 20-25 live shows a year.
It was inevitable and online was the way to go
Back to Keri who had sorta become my mentor even if she didn’t know it. She said: “When you are ready-do it the right way & go with Kittie”. So that is what I did. I engaged Kittie Walker, an extraordinary SEO/Web designer, from the UK. Listening to her speak was never a hardship and her ability to work with a mother /daughter who were seldom on the same page, was an added talent.
We Chose the Wrong Name – It Didn’t fit
We were on a roll , learning all about the rebranding process, and we chose a domain name ‘Enchanted Amethyst’. After all, I love purple & Beth’s designs are enchanting; everyone liked it. But after a few weeks and getting our Fall collection together, we knew it didn’t fit our niche, designs or our look. Stopped and stuck. Every new name we liked, the domain was not available. No longer on schedule for an October launch.
What To Do?
Sometimes you have a conversation and everything falls into place. A casual remark Kittie Walker (our rebranding professional) made about how she saw our different styles led to the discovery of our ‘perfect’ name. She said: ” Professional women who like to coordinate their jewelry with outfits are attracted to Roz’s designs while women who like jewelry for fun, play or special events are drawn to Beth’s.” We got it – Day to Night Design only the domain was unavailable.
We continued to brainstorm through the rebranding process looking at our niche, our contrasting designs, our purpose and goals, even the way we approach our creativity and our new name was born.
Earth and Moon Design – What a fit!
Can you see how the name suits us? Many of our handmade necklaces are earthy both in feel and materials. Gemstones come from the earth and we are entranced by them as are our customers. Beth’s Etherea design, is both whimsical and celestial. We compliment one another in our skills and endeavors with Beth doing all the photography and I the marketing and social media. Much as the earth and moon depend upon one another, we do too.