note to self {a name is a name, it’s the details that matter}

{pat laughed hysterically when I walked out of the room with my new shoes but I still think they’re pretty awesome}

Growing up with the name Jacin {jay-sin} has given me a bit of a complex when it comes to names and being slightly sensitive about people’s initial perceptions. Don’t get me wrong, I absolutely love my name and couldn’t imagine being anything else, but I’m pretty sure I’ve said the following statement more than anything else in my life “yeah, it’s J-A-C-I-N, not Jason”. As if that makes a difference, right? But I do get the look from most people when I introduce myself, as if to say “did I hear her right?” And to me, the spelling does make a difference, to understand that it’s the female version of the name. My name came from the San Jacinto valley in California, an area dear to my mother who was born and raised for the most part in California. Jacinto also means “hyacinth” in spanish, which is particularly fitting for me and my love of flowers, especially the sweet scent of hyacinths.

With this being said, when it came time to name my business in December 2010, I was struggling with the right fit. Should I use my name? What would be memorable? What would totally encompass what I wanted to do, as the biz evolved in to what I was working so hard to become? When talking to my first set of designers, I listed the potential names, one being lovely little details. I knew I was all about the details, and those little tiny details were what really got me excited. Even the details that only 50% of people would notice, but when they noticed, they felt a sense of delight. I wanted all of my clients to experience that feeling of delight when they walked out to their vineyard reception area, all set up as we had planned, but with those lovely little details that brought their vision to life. No matter which direction I wanted to go, I always came back to those little details. And that was that - my biz had a name, and I ran with it.

I registered my LLC, trademarked my name, and got going with business licensing, tax permits, insurance, and all the fun “stuff” that goes on behind the scenes of being a business owner. But every once in a while, I would see the cool girls in the industry with their hip company names and badass “rad” decor and start re-thinking my company name. In California, there are lots of camps of designers - rustic, hipster, modern, elegant, traditional, natural/organic. In defining my niche, I realized I needed to let go of whether my company name was “cool”, and own it. I am about the details. Those lovely, little details that bring life to each and every event that I pull together, through decor but just as important, the logistics. The golden ribbon tied around every spoon, the timeline in place to make sure the shuttle arrived as planned, the meticulously crafted seating charts, the I-can’t-believe-you-were-able-to-find-that details that bring delight to each and every client I work with. The natural place settings that scream California but still have that essence of New England charm. Using the natural, organic beauty to set the scene, accented with just the right details to tell the story.

It’s really hard in this industry to stick to your gut and keep going, especially with everything fluttering around you making you question every move you make. The same can be said for wedding planning, amidst the inspiration overload surrounding you via pinterest and wedding blogs. But for those in the industry, if you stick to what you do best, your name will become second nature. My company name might not be the coolest or hippest on the block, but it defines exactly what I do, and who I am, as I continually strive to improve both. And that is what gives me comfort on those days of questioning. So if you’re in the same boat, just keep moving and I promise you, you’ll end up exactly where you’re meant to be. And your name will just be right there with you, tagging along for the ride.

  • Anni says on August 1, 2012 Reply

    Ahh, I’m commenting on so many of your posts today, but I had to say that a) I love your business name, and think it fits you perfectly and b) I needed to read this right now. I really struggled, too, especially because I was in that awkward in-between where I was engaged when I started my business. So I didn’t want to use my last name when I planned to change it, or his a whole year before we got married. To this day, I still feel weirdly self-conscious about my business name. But you’re right, it’s a matter of owning it. Thanks for posting this. :)

  • Donna says on August 1, 2012 Reply

    I’ve always wondered how you pronounce your name, and now I love it even more! (My fiance’s name is Jason ;)

    I think your business name is simple but speaks volumes of what to expect. Sometimes it’s hard to be everything for everyone, but if you do your thing REALLY well, then that’s all that should matter at the end of the day. By the looks of your blog and how much you care about not only the little details but the clients you work with, you’ve got it down!

  • Nicole says on August 1, 2012 Reply

    Right on!

  • Nic says on August 1, 2012 Reply

    I think it’s funny that I never associated your name with “Jason” until I saw you do it! And sorry to break it to you sister, but you ARE one of the cool girls in the industry ;) Keep doing what you’re doing!

  • Faith says on August 1, 2012 Reply

    i love your name … until today i never would have know that it was pronounced the same way as Jason.

    and those shoes are adorable! i love them.

  • Joelle says on August 1, 2012 Reply

    I absolutely love this post! I worry every once in a while if I should have come up with a different name, but it really does define me and my style. Thanks for reminding me that it’s okay to be me, and keep my style. It’s what makes us special.

    Also, I love your shoes :)


  • Kerry says on August 1, 2012 Reply

    Nic above said exactly what i was thinking! Love it!

  • Jessica says on August 1, 2012 Reply

    Love it! I love the details you put into everything. And cant wait to see more soon! :)

  • Carrie // cue the confetti says on August 1, 2012 Reply

    I love this!!! Also, I’ve been eyeing those shoes for months! They’re amazing.

  • Lauren @ Every Last Detail says on August 1, 2012 Reply

    Love it. I’m clearly 100% on the same page with you. :) Keep doing what you’re doing girl! You’re amazing!

  • Cyn says on August 1, 2012 Reply

    Great post, Jacin! And LOVE your shoes ;) xo

  • Jessie - Simply Jessie Photography says on August 1, 2012 Reply

    I totally resonate with this. I swirl round and round with it too. Our industry kinda does that to us, amazing creativity, constant change and its a challenge to be you among it all. Cheers to you Jacin!

  • rebecca says on August 1, 2012 Reply

    how fitting for what i’m going through now! thanks for the words of advice!

  • CeCe says on August 1, 2012 Reply

    I think the name is perfect and catchy. It’s YOU. So that’s what matters.

  • Devon says on August 1, 2012 Reply

    Jacin, I can relate to a lifetime of mispronunciations of my name (Duh-von?)! I love your blog and your brand, and especially the name. I am a loyal follower and have been inspired by many of your ideas and posts. Your love of mason jars transferred to me, and I feel like your style has inspired the design of my own wedding. I wish I were a wedding professional so I could work for you and LLD! Your work is beautiful and classy, and I hope you thrive for years to come!

  • Lindsey says on August 1, 2012 Reply

    Jacin, I really appreciate you posting so honestly and openly about how you felt when starting your business and specifically your uncertainty about your name and brand. I have recently started an event design and planning business across the country from you and feel the same uncertainty and insecurities about my brand, which ultimately in my opinion has a lot to do with me being unsure if I can actually make it. I lamented over choosing a name for far too long, which halted me from doing any work on getting my business going for months. I’m really glad to hear that you-who by the way has an awesome named business and brand, has the same unsure feelings from time to time. I think you are one talented lady and I am constantly inspired by you!

  • lisa says on August 1, 2012 Reply

    girl, your post was spot on. for the longest time i sat with a company name that i thought was “who” i was. remember how it is when you think you need to impress all the “big” people? funny thing is, they put on their big girl pants like the rest of us- on manicured foot at a time.

    it look me seven years to finally decide to name my company something that is was supposed to be: a company that was in love with all the details and one amazing love story. so, happily this monday, i made the big announcement that the name is changing to johnny + dottie after my grandparents and their courtship. it is a rediculous amount of paperwork, rebranding, and red tape but….

    my heart is completely thrilled.

    you keep on being you. this is what you were born to do, what your good at, and gosh darn it…it just adds to your amazement!!! xo, lis

  • Kristin Moon Thomson says on August 1, 2012 Reply

    I think you’re the coolest AND the hippest on the block… especially in those shoes!

  • Kiele Gregoire says on August 2, 2012 Reply

    awesome post. i love the pic accompanying it, so perfect. you are just so inspiring, keep it up girlie! love, from one new england female-version-of-the-name to another.

  • Trish says on August 2, 2012 Reply

    Jacin, you really touched on a lot of insecurities that most business owners (wedding industry or not) struggle with. Thank you for this inspiring post!

  • Heather says on August 3, 2012 Reply

    Hi! I’ve recently discovered your blog, and just love your style! I totally understand the bit of self-doubt about naming a business… sometimes I wonder if I should have chosen something more adventurous or “unique”, but my business name worked for me starting out, and still represents what I am, even as my style changes a bit over time. I think your business name is truly “lovely” (no pun intended!), and you and your business seem to be TOTALLY fun and hip!!!

  • Diana says on August 3, 2012 Reply

    Some times I struggle with my writing and wonder if I should be doing more. I look at you and your amazing business, your amazing style, and wonder if I’ll be doing something as cool as her one day. You inspire me every day, whether its a bouquet of flowers you put in a mason jar that sits on your table or a bouquet of flowers you designed for a bride.

    I love the last line where you talk about “Where you’re meant to be”…I just read Where We Belong by Emily Giffin and its about figuring out you are, in this very moment, where you are meant to be, and where you belong! Really great book btw!

    xoxo Lots of love always!! PS I hope what I wrote came out the way it should sound and mean!

  • Heidi says on August 22, 2012 Reply

    See i told you to keep it - it’s a great name! :) I struggled with my name too but ultimately - like we learned at engage…it’s all about YOU. so no matter what your business name is, the business is you. your persona, touches and style. GO get ‘em girl!

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