What’s in a Name?

November 23, 2017 | News

I started business coaching with Lisa Johnson of Just Own This a couple of weeks ago. I didn’t know whether to take the plunge and I went backwards and forwards but in the end I thought that now’s exactly the right time. I’m wanting to take my experiences and everything I’ve learnt and shape the business into something that really works for everyone involved – me, my advertisers and our readers.

I’ve only had two sessions with Lisa but one of the main things we’ve focused on is the style of Doily Days. Is it vintage? Isn’t it vintage? Do I want it to be vintage? Do I want to move away from vintage? The business definitely started out vintage, very vintage, no question, hence the name… I started out hiring vintage china in 2009 so the name Doily Days resembled pretty vintage tea parties. But we’ve changed and evolved since then, there have been three websites, three different logos and all sorts of products and services involved. I feel my passion quickly went from vintage to retro – so instead of pretty florals I was loving the more iconic looks of the 60s and 70s. The ‘retro’ vibe saw me working on three notable styling projects – a living room ‘set’, the ‘Doily Diner’ and Doily’s Mini Bar (think crochet doilies this time with ornaments on). The magazine came about in 2013 and I didn’t intend it to be a vintage magazine. Repeat, I DID NOT intend it to be a vintage magazine. I wanted the magazine to be inspirational and aspiration. I’d say we’re alternative (I want to say cool but Lisa tells me the very word ‘cool’ isn’t cool)… but there is, there absolutely is, an underlying nod to vintage and retro. When we re-branded last year I spent a lot of time thinking about the image of Doily Days and wanted the new design to be playful, kitsch and fun. Kitsch is the word we need to focus on here. Did Doily Days start vintage then go retro and now Kitsch? The definition of Kitsch is: art, objects, or design considered to be in poor taste because of excessive garishness or sentimentality, but sometimes appreciated in an ironic or knowing way. Hmmmmm ‘excessive garishness’ is NOT something you’d really want your wedding to be now is it? Can you tell how damn confused I still am? Please help by getting in touch with your comments and advice. Should we change what we’re doing? Should we change the name? You can view the online magazine here.

Helen x


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