- Lettitful. A name with apparently no meaning, unless it’s simply “full of letti.”
- Cacique. A name so obtuse it needs a line underneath it to tell you how to pronounce it. It is a Spanish word for “keeping house,” which is applied to both chefs and political leaders. Cacique the store sells lingerie. The mind boggles.
- Dollar-N-Things. They have a dollar. They have things. We need more.
- Diva Kidz. A limited marketing demographic, pre-adolescent opera singers.
- Buy Buy Baby. Whatever era in which you find the phrase “by, bye baby”—from the jazz-age ‘20s, ‘50s Shirelles or Four Seasons, ‘60s Janis Joplin, ‘70s Bay City Rollers or ‘80s Madonna—it signifies the kiss-off of a lousy relationship. It does not convey security and comfort. And “buy buy” is a little Big Brother, isn’t it?—and we don’t mean the elder siblings of the literal babies this shop is targeting.
The "c" word: Criticism