Why I'm Perfidious - An Odd Business Name

Perfidious Jewellery - er, what now? The Jewellery bit is obvious, but what is Perfidious?
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Read on to add a new word to your lingo and impress people in casual conversation!

Naming a business is no small thing. You think long and hard, do some research, and hopefully come up a name that is memorable, relevant to your product, appealing to your market, and evocative of your ethics or style. Or, like I did, you sort of lazily name your business and then realise in hindsight how well it actually works. (whoops/yay)

As a teen I became friends with a bunch of folks who ran a website where we'd role play online together. Coming from the village of Poynton I wanted my assassin character’s name to start with a P, and chose Perfidious from the dictionary:
“Treacherous, deceitful, acting in a favourable way to conceal unfavourable motives, as the rose conceals the thorn.”
There are some friends 15+ years later who still call me Perf!

When I was selling jewellery at university I can’t really pin down when I began using it as my “business” name, but figuring it was my nickname, and unusual, I started using it.

The Perfidious assassin character!

Belatedly, I discovered I'd picked something memorable, which even attracts attention, as some people walk over to ask me what it means when they see my sign at events. Because I often make pieces with upcycled or vintage parts, Perfidious works well when the new jewellery conceals the reused pieces. Again, an accident, but a lucky one.

So although she's the real origin, I don't always explain that Perfidious Jewellery is named after an assassin, I think that the upcycled part is probably enough for most craft fair attendees ;)

The name in business use