Know-How Exchange : Taglines/Names

Generic names are not nearly as effective -- especially for small businesses -- because they can't communicate the specific benefit your target audience will get if they do what you want them to do. The most important thing the name can do is communicate your unique and compelling benefit.

"Katie B's" doesn't tell anyone what you do, whether they are in your target audience, why they might want to consider you, how you are better than your competitors, or anything else that might be important.

I'd suggest you go the opposite direction and be very specific. You can add a new name if you later want to expand to a different target audience or provide a different benefit.

My recommendation to you would be to bite the bullet and write a good business plan to include a product range that covers apparel as well as jewelry & accessories. If you start up in one sector, and become successful (which I hope you do), you may find it difficult to later extend your product range.

This will be because you become identified with jewelry & accessories and people will not immediately connect with you in their brain for apparel products. You will basically have to start your marketing program again with the apparel section.

If you follow a course of action to include both sectors, you will eliminate the problem of later re-establishing your brand and reputation in a different sector to your original core business.

That said, here’s some thought provokers for you to think about:

For a start with just jewelry & accessories:

Katies’ Fashion Jewelry & Accessories
…embellishing the 21st Century woman

For the full range of apparel as well as jewelry & accessories

Katies’ Fashion Boutique
…dressing the 21st Century woman with elegance & style

No disrespect to the post from "mgoodman" but Kate Spade doesn't communicate anything either and look what they became. Other examples would be Tommy Hilfiger, Ralph Lauren, Georgio Armani. Again, no disrespect. Remain focused on a narrow product line, at least for the first couple of years. Being too broad will perhaps dilute, NO, it WILL dilute your business model. Follow McDonalds. In the beginning and for many years after they were basically a burger and fries joint AND they did it very well. It wasn't till many years later did they leverage their popularity and reputation to offer other menu items. Now this is food and not accessories so contrast and compare with caution.
As for strategy...follow chiron34's advice.

So jewelry and accessories for all women.

That is not a strategy.

First a positioning strategy for a tightly defined niche, then a name.