What's in a name?

What's in a name?

"It sounds like a charity shop!"

"Is it something to do with organs?"

Naming a business is a very difficult thing. To embody everything you envisage and believe in in a couple of words is nearly impossible.

One afternoon, truly exhausted from racking my brains for the perfect name, I collapsed on my bed, surrounded by scrawls on masses of paper, and stared at the wall. My eyes fell on a black and white photo on my dressing table.

I had found my name.