New Business Name! Pith and Root Studio

I am pleased to announce that I have changed the name of my Etsy shop and blog! From now on, I’m calling my business and shop Pith and Root Studio.

I have mulled this step over for about a year. When I first opened my Etsy shop, I thought the best thing would be to use my own name, figuring that an artist’s name is their brand. That’s certainly true, but this can make your brand appear a little blah alongside cute shops with inspired, memorable names.

The other problem is that I changed my name when I got married and now everything associated with me uses my maiden name or a hybrid of my maiden and married names. For awhile, every time I opened up my shop and saw “Heather McCaw Art” it would bother me. My work exists in its own sphere and it seems awkward to tie it to something that can change with a little paperwork. I began to see a rebranding as a way to honor and breathe life into this creation of mine and allow it to stand on its own.

So I came up with Pith and Root Studio, which I think more accurately describes my creative work as it has evolved. For me, Pith and Root refers to the natural forms that have cropped up in my work recently. But it also points to the heart and the essence of things, which is what my work – and all good artwork, for that matter – aims to represent. Also, I thought “Studio” as opposed to “Art” is a more apt description for the range of items in my shop, which include paper products, prints, and, maybe in the future, other products featuring my designs.




This is a very exciting step for me as I continue to grow and mature as an artist and entrepreneur.

Now, to order some new business cards….

4 thoughts on “New Business Name! Pith and Root Studio

  1. Love the new name! When I first started my business, I had the word Scrapbooks on the end of it. But as I evolved and bought my laser, my business was so much more than scrapbooks. I’ve since dropped the word and just go by Memories for Life. I just wish I could drop it off my email address that easily…lol!

    1. Thank you! It’s a tough process and a catch-22. Until your business fully evolves, it’s hard to know what the best name will be. But you don’t want to wait until the best name comes to you before you start because then you’ll never get a business off the ground! My name is still tied to all my domains, social media and whatnot, but I think this is a step in a new direction.

  2. Ooh.. changing is always a little scary! But, I love the name you’ve chosen and all the reasons behind it. I’m sure it will be just great and further move along the progression of your art and your business. Congrats!

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