I disagree with the "any name is okay" theory. What if Chik-fil-a had decided to call themselves "Dissected Chicken" or if Burger King went with "Dead Cow on a Bun" ??? If someone came up and said they wanted me to buy something from "Creative Mind For Art" and I had no ideas about the company, I might think they sell fine art, or picture frames, or they teach people how to be creative, or they judge art shows or some such thing. I think the name needs to include something about the business "****'s Sporting Goods," or "Pro Bass Shop" or "Captain D's Seafood" all conjure an image in the mind of exactly what is being sold. Unless CMFA became a "name brand" such as a Sears or WalMart or General Electric, then the name does not help. Notice the big name brands have short names... Wrangle, Nike, Addis, SanMar, Levis, etc and every one can be pronounced... who could pronounce CMFA? Would it be called "Simfah" or something? "Jerry's Tee Shirts" or "Mary's Embroidery" or "Cletus' Fancy Threads" or are probably better choices. Anyway, that's my input on the matter. Have fun!