Okay so you have probably noticed that my store/site name has nothing to do with jewelry. (In fact I'm not sure everyone even knows what a tangent is) When I came up with my name I didn't know about seo, keywords, or anything really. I chose the name because it fit me and because it offered me the flexibility to include some of my other crafts later on if I chose. If I had done what I should have I would have researched the name, and then I would have found out that there is a well established video gaming site with the name "Wild Tangent". Then I could have changed it.
Okay so you have thought up a name and you like it, now its time to share it with someone to see what they think. The key to a great name is to have it be simple and self explanatory. Then go to go daddy and see if there is a domain either a .com or .net that would be available for said name. Why? What if after selling successfully through a store platform* you decide you want to branch out and do your own site. Or what if someone has the same name and sells something completely unrelated to what your selling. This will cause you to show up lower on the search engines. (I am number 7 when you type in "the wild tangent" with the gaming sites above me)
Once you have your name, use it. You need to use the same name no matter where you list or what you do.Your website, store platform*, business cards, fan page, and anything else has to have the same name this is extremely important. Why you ask? Simple if someone knows your shop on facebook as "Scrappers Delights" and they decide to go to your shop to look for something they had seen earlier, if your store name is "Scrappy Scrapper" they wont find you. Then you just lost the sale.
Store Platform* = Sites that offer a store front for a person to sell their handcrafted items examples etsy, artfire, zibbet, made it myself, ect.