b'T H I N K I N GWHATS IN A NAME? Many jewelry stores share a nameT H Ewith their owner, but these sixJ E W E L R Yretailers looked elsewhere for inspiration, from ancient EgyptB O Xto the heavens above. BY LENORE FEDOWndependent jewelry businesses tend to be a family affair, with the store and the family name being passed down from one generation to the next.Its a time-honored tradition to bestow a family name upon a business, but National Jeweler spoke to a handful of jewelers who found inspiration elsewhere, from ancient Egypt to the American West.Having a store name that doesnt scream jewelry could be a barrier to success, but building a strong brand identity can turn a quirky name into an asset over time.Heres how six jewelers across the United States chose their unusual store names, what its meant for their businesses, and why none of them would change a thing.36 RETAILER HALL OF FAME 2022'