The Business Equivalent of the Stomach Flu
We had to do it.
It’s been a heavy, complicated lift, almost as appealing as the stomach flu. But thankfully(!) this rebrand is almost behind us now.
To quote the fabulous Molly Balint, "Make it exist first. You can make it good later." Our business began as Etown Laser. I never really cared for the name, but it got us started, it was accurate, and most importantly, the domain name was available. 😆
But the descriptive name just made it harder and harder to market. Turns out, there’s a lot of different types of lasers people are looking for. Skin treatments and laser tag are just two examples that come to mind, and those aren't remotely close to what we do.
After a lot of brainstorming and making a pill of myself to Heaven, “Novena” was given to us in an instant, followed by “Novena Rose” a bit later. We love it! Novena represents everything that we aspire to in this studio—devotion, discipline, and results—and Rose honors Our Lady, who we lean on an awful lot. It has the loveliest ring to it, we love it, and it makes me smile to hear it.
If only the process of rebranding were as pleasant! But we can almost see daylight now and can’t wait to have this behind us.
We have quite a bit of work to do on the website still, and we’re so thankful for your patience while we work as fast as we can.
Starting Easter Monday, we’ll be low-key open via email, PM, or DM, though our shop will probably still look empty while we finish up the website. If you need something sooner than that, please give us a holler. Holy Week is really busy, though, so I can't make any guarantees.
NOTE: When we open the shop back up, you might notice that you are still being charged by Etown Laser. Ugh. I'm so sorry. Unfortunately, our bank isn’t able to change the name on our account until IRS paperwork is in hand, and everything there is delayed right now, as you might imagine (please pray for the agents who have to deal with angry phone calls…it’s crazy hard right now). Thanks so much for understanding.