How I Chose a Secure Business Name for My Coin Collecting Venture (And What I’d Do Differently)

My 6-Month Naming Nightmare (And How It Saved My Coin Business)

Let me take you back to six months ago. There I was, bleary-eyed at 2 AM, clicking refresh on the Georgia Secretary of State’s business name portal for the twelfth time that week. Starting my coin collecting venture felt exciting until I hit this wall: choosing a name that wouldn’t make me a target for theft while still attracting collectors. What followed was equal parts security bootcamp and branding therapy session.

The Moment That Made Me Rethink Everything

When a Veteran Dealer Dropped This Truth Bomb

I’ll never forget chatting with a seasoned coin dealer at a convention. When I mentioned my shortlist names – all featuring words like ‘gold’ and ‘rare’ – he leaned in close. “Every time you put ‘coin’ or ‘bullion’ on a shipping label,” he said, “you might as well stamp it ‘steal me’.” That’s when I realized your business name is your first security system.

He showed me how pros operate:

• PCGS ships discreetly as ‘Polly C. Gillmore’
• ANACS uses the unassuming ‘Paul’ on packages
• Even big players avoid obvious industry terms

My Cringeworthy “Proof 70” Phase

I fell in love with ‘Proof 70’ – until I tested it at a family BBQ. My cousin asked if I was launching a math tutoring service. My aunt thought it sounded like a new vodka. The kicker? A collector friend said: “That’s like naming a steakhouse ‘Prime USDA Only’ – try-hard and exclusionary.” Ouch. But he was right.

“Pick a name that doesn’t need explaining to your mail carrier AND your best customer” – advice that changed my approach

From Bad to Worse: My Name Graveyard

What followed was two months of increasingly desperate brainstorming. Here’s the cringe-worthy highlight reel:

Category 1: Too Obvious

• Ye Olde Silver Shoppe (sounded like a Renaissance fair stall)
• Numismatic Treasures (shipping label suicide)
• The Morgan Dollar Hub (yawn-inducingly niche)

Category 2: Creative Trainwrecks

• Buffalo Semen (yes, really – don’t mix bourbon and brainstorming)
• Rocky Mountain Oysters (double meanings = disaster)
• Stool Samples Collectibles (my lawyer still ribs me about this)

Category 3: Close But No Cigar

• Black Diamond Ventures (already a mining company)
• Iron Horse Rare Finds (trademark conflict with a motorcycle shop)
• Sheldon’s Scale (only 5 people would get the reference)

3 Painful Lessons That Changed My Approach

1. The “Would a Thief Notice?” Test

I now evaluate names with this simple question: “If this was on a box sitting in a hot mail truck, would it attract trouble?” My new rulebook:

function safeNameCheck(name) {
const dangerWords = ['coin', 'gold', 'silver', 'rare', 'numismatic'];
return !dangerWords.some(word => name.includes(word));
}

2. Leave Room to Grow

A conversation with a vintage toy seller changed everything. “Thank God I called mine Treasure Barn instead of Dollhouse Depot!” she laughed. “Now I sell everything from model trains to antique buttons.” That stuck with me.

3. Digital Footprint First

I nearly committed to ‘The Keen Eye’ before discovering:

1. The .com was taken by an optometrist
2. @KeenEyeCollectibles was gone on Instagram
3. A trademark conflict existed in 3 states

The Name That Finally Clicked

After 87 attempts (yes, I kept count), Horizon Collectibles Group emerged victorious. Here’s why:

Security Wins

• Zero industry buzzwords
• Packages ship as ‘HCG Services’
• Separate DBA for banking and legal docs

Brand Perks

• Works for coins, stamps, vintage watches – you name it
• Domain was available with .com and .net
• Passed the “say it over a bad phone connection” test

Real-World Wins After 6 Months

• 0 stolen packages (compared to 3 industry friends who weren’t discreet)
• Expanded into vintage Rolexes without rebranding
• 23% web traffic increase from non-coin collectors

Your Turn: Steal My Battle-Tested Strategy

1. Discreet Shipping Playbook

Implement these regardless of your name:

• Plain brown boxes only – no logos
• Separate DBA for shipping labels
• Insurance via USPS Registered Mail

2. The 4-Question Name Test

Run potential names through this gauntlet:

1. Safety: Does it avoid “steal me” words?
2. Flexibility: Could it cover new products?
3. Availability: Can you own .com and social handles?
4. Clarity: Does my barista understand it?

3. Tools That Saved My Sanity

• LeanDomainSearch (combines keywords fast)
• Namechk (handle checker across 200+ platforms)
• Trademarkia (free trademark conflict search)

Regrets? I’ve Had a Few

If I could redo this process:

• Less creativity, more clarity: Simple beats clever every time
• Phone test everything: Say names aloud before checking domains
• Move slower: I nearly bought ‘VSP Ventures’ before finding VSP Global’s trademark

Final Thoughts: Names Are Armor

What started as a naming headache became my business’s strongest protection. Horizon Collectibles Group isn’t just a name – it’s a security system, growth enabler, and brand ambassador rolled into one. Three principles guide me now:

1. Security isn’t paranoid – it’s essential
2. Flexibility beats specificity
3. Test before you invest

If there’s one thing I want you to take away, it’s this: Your perfect business name won’t find you in a flash of inspiration. It’ll reveal itself through careful testing, brutal honesty, and learning from others’ mistakes. Now go find your horizon.

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