The Rebranding Process

Roslyn Our Journey adventure, beads, business, challenges, creative process, designs, handcrafted, handmade, opportunity

Earth and Moon RebrandEarth 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.

Everything aligned as our domain was available. November 1, 2013, Launched! Click to see our beautiful necklaces designed for you:

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I loved going to work each day for 30 years as a professional career counselor. When I retired, I explored my creativity and regard for crafts until I discovered beading. At age 68 I turned my new found passion- jewelry design, into a business. At age 72 I took on learning about social media marketing and developing my computer skills. I am sharing my journey from inception, to frustration, to elation -in the hope of inspiring others that 'it is not too late to start again'. Welcome to my re-invention!

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  1. Congratulations on your rebranding Roz! I know it’s a long, difficult process, however, it all fits now which means you’re bound to reach the moon and beyond!!

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  2. Great post Roslyn. Thank you for sharing the story of the rebranding process. The result is excellent. The site looks great, the graphics are beautiful and your enthusiasm is contagious. All the best and I hope your turn over is just perfect to keep you creating at a pace you will enjoy. You deserve it!

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  3. I completely enjoyed your post Roz – thank you for sharing your adventure! I love the new name of Earth and Moon Design – it just seems to fit, like you said. A thousand congrats and much continued success to you!

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  4. What a beautiful journey! I’m sure it did not always seem beautiful as you were facing the daily challenges but the end product is amazing.
    Congratulations on a job well done!

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      Good question Lorii Abela. What kept us going during the process was the weekly calls with our developer and our frequent conversations. We are also so passionate about what we have to offer and wanted to get this out in the world, on the web in time for some holiday shopping and spreading the luv.

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