Business venture

Marti Attoun: Naming a new company can be a bit tricky | Lifestyles

When Mom opened her beauty salon in a room in our Monroe Street home, the family had fun coming up with a name for her business.

Embarrassing as it might be to admit, we went with what we considered extremely smart and cute…or kute. Kozy Kove Beauty Shop has become and attracted a steady parade of women from the neighborhood looking for curls and perms.

“Kozy Kove” might have looked like a beach on Nantucket Island, but at least the “beauty salon” part left no mystery as to the nature of the business. Like Dude’s Donuts and Charlie’s Chicken and Jim’s Steak House, the name told you everything you needed to know.

Fast forward to today: Christie’s Toy Box is not a place to take the grandkids to buy a puzzle from the United States, and White Rhino is not a petting zoo but a hair salon. In fact, hairdressing places get particularly creative with names.

When a friend told me she liked Crush, I assumed it was Joplin’s latest fresh juice and smoothie joint with fit employees crushing and blending pomegranates, mangoes, herbs and powders in beverages beneficial to health.

“What do you like the most there?” I asked, hoping to be equally inspired.

“Oh, that’s the only place that can tame that cowlick,” she said and pointed to the top of her head. “If I don’t visit every four weeks, I look like a sprouted potato.”

Imaginative names caused confusion several years ago at a South Main location called The Bait Shop. My wife and son had a quick stop here on the way to Spring River.

Thank goodness my wife looked around the dark joint before ordering a dozen nightcrawlers. They were a different kind of night owl. It was a bar.

I love a good mystery, but it’s more fun when the reader or consumer gets a clue or two to help solve the thriller.

“Booth 186: My Secondhand Career in Vintage Corsets, Moose Heads and Other Moth-Eaten Antiques” by Marti Attoun is available as an e-book on Amazon.