Gilt means covered in gold, like gold leaf: timeless, beautiful....like many of the fashions we sell! Also we liked that shopping, like sugar and chocolate, was a “gilty” pleasure.
Name Your Business
Naming my product was very personal, and I knew that the "removable, washable and waterproof cover" didn't roll off the tongue, so I asked my attorney if he had any thoughts, and he suggested trademarking a name that doesn't mean anything, or is nonsensical like Crocs, Gibbitz or velcro. When my oldest daughter was little she couldn't pronounce the word "cozy" it came out "nomie," which stuck in our family for anything that was soft, comfy and cozy, so it just seemed to fit, and hopefully it will become universal.
The husband of the creative director I worked for at Grey Advertising started calling them Fretzels because my last name was Frechtman. I had all my friends and colleagues brainstorming names but in the end, we couldn't find anything better and Fretzels stuck.