This weekend, I am sharing the backstory of why I am renaming my business. Honestly, changing the name from Thrifty Whitney was the hardest decision for me.
Last year, I would mention my desire to change my name to different friends and colleagues. And so many people said, Don't change your name! We LOVE Thrifty Whitney! People would see me out at estate sales and antique shops and come up to say hi - they knew my first name and felt like they knew me.
That enthusiasm meant so much to me. It meant that you, my customers, felt a deep personal connection to my brand. My name was memorable. My shop was more than a business; it was an embodiment of my personality and values.
And yet...
I knew it was finally time for a change when responses started shifting earlier this year. When people began lovingly pointing out that the word 'thrifty' didn't align with how I found my items, what I was sourcing, and the professional version my shop had evolved towards.
And honestly - I am anything BUT thrifty. I have no problem putting cash down when I find a valuable item.
It didn't take me long to discover the new name I wanted for my shop. It had been there all along. And it reflected the new reality of my business journey - that my shop was no longer just me, but included people around me who were supporting me and coming alongside to accomplish my big dreams.
I wanted my shop to be named, not just after me, but for the loved ones who are the driving force and the future of all I do.
When I told my 11 year old son my new business name, he responded, "Finally! I get some credit for all the work I do for you!"
We laughed, and I recognized the seed of truth there - that I wanted to build something that he would be excited to be part of. A heritage to enjoy now and to pass on to future generations.
So here is another peek at the new name and logo by @brassantics - the full version will be revealed on Tuesday, May 27.
I can't wait to show you.