The Thinking Behind It

As the founder of PremiumBrands.com, I built the collection around a question I use when I look at a name: would I build on this? Zanaya passes that test for a beauty or lifestyle founder with plans beyond a single product. I can see it on a bottle, then across a considered collection, with the same identity carrying through every order. That is the kind of starting point I look for when I choose names for the collection.

A decision that stayed with me

In 2007, I acquired the press release distribution business running on i-Newswire.com. I secured iNewswire.com in 2013, and in February 2015 moved the business to Newswire.com. That last move followed more than a year of negotiating and conversations with SEO professionals. I was making a decision about the identity the business would use, and I wanted to understand the practical work before making the switch.

The morning we moved to Newswire.com, a prospect told one of the sales agents, “Oh yeah, Newswire.com. I've heard of you guys.” That could not have been true in the way the prospect meant it. We had only just switched. I have remembered that moment because it made the difference between a working address and a strong identity feel very concrete to me.

The business and the team continued doing the work. In 2022, the business was acquired by Issuer Direct. I keep those things distinct: the name was one decision in the building of a company, alongside the product, the people and the service.

Why I bought the name before the plan

I bought PremiumBrands.com before I had a plan for it. Premium names matter to me, and I knew waiting could mean losing the opportunity to build on this one. By now it could belong to someone using it for their own business, with no reason to sell. Having the name gave me the freedom to work out what I wanted to make of it.

That experience shapes how I think about the fix-it-later mindset. A founder can plan to upgrade once the business has made it, but a later change reaches into the packaging, the email addresses, the signage and the name customers already know. For a label selling physical products, there may be an entire production run carrying the earlier identity. I would rather consider the intended name while those choices are still being made.

AI has made more of the mechanics of building accessible. To me, that makes a recognizable identity more valuable as a practical starting point: a product can be reproduced more easily than another company's name. My work through OnlineBusiness.com gives me a builder's perspective on those choices. I start with what the founder wants to create and ask which identity I would be happy to carry through it.

What I see in Zanaya

With Zanaya, I see a name that can hold a particular point of view without restricting it to one kind of bottle or one kind of bag. It has six letters and a soft ending, but those features are only the starting material. A founder gives a coined name its character by choosing what deserves to carry it. The relationship between a signature product and the rest of the range is where the name becomes useful.

I would want the founder to be able to place the first product beside the next and see a family. The type on the label, the materials in the packaging and the experience of receiving it should belong together. For a retreat, the same principle runs from the first invitation to the last morning of the stay. Zanaya is an identity the founder can keep using as those details develop.

The names I have not yet built on are the ones I am open to selling through PremiumBrands.com. If Zanaya is the right starting point for your collection or experience, tell me what you have in mind through the inquiry form. If your business needs a different name, PremiumBrands can also help pursue one outside the collection. Either conversation begins with the business you want to build and the identity you want to give it. A great name won't save a bad business. It can give a founder an identity worth putting that work behind. A premium .com is a trust shortcut.