How I Found the Name ThoSay

By Anamaria Chiorean, Founder & Designer, ThoSay Fine Jewelry

I didn’t want a name that just sounded good.
I wanted something that felt true.

When I started building ThoSay, I realized pretty quickly that trends wouldn’t help me. There are a lot of beautiful names out there, but most of them didn’t feel like me. And I knew that if the name wasn’t honest, I’d spend years trying to grow into something that wasn’t really mine.

So instead of looking outside, I looked inward.

I started with myself

Before asking anyone else, I asked myself a simple question:
What is true?

Not what would sell. Not what sounds premium. Just… what feels real.

Because a name isn’t just branding. It becomes part of your voice. And if it doesn’t reflect who you are, you feel it every time you say it.

I looked at what matters most

For me, the answer was always right there, my son.

He’s my anchor. My reminder of what’s real, what’s honest, what actually matters.

And I kept thinking: if a name doesn’t feel right next to him, then it’s not the right name. It has to stand next to the most important thing in my life and still feel true.

I asked: does this sound like me?

I didn’t want something that sounded like a trend or a mood board.

I wanted something that sounded like my voice.

Something that could hold both softness and strength. Something I could say out loud and still recognize myself in it.

I thought about what I value

Everything I build comes back to one thing: family.

Connection. Warmth. Presence. The kind of closeness that doesn’t need to be loud to be real.

I never wanted ThoSay to feel like just a jewelry brand. I wanted it to feel like a space you can step into, a feeling, not just a product.

And at the center of it all… love

Not the decorative kind.

The real kind. The one that shapes how you create, how you choose, how you treat people, how you show up every day.

That’s what guides everything I do.

So why ThoSay?

Because after all of that, I didn’t need a name that impressed people.

I needed a name that felt honest.

A name that could carry what matters most to me, family, connection, love and reflect the kind of jewelry I want to create: something lasting, both in material and meaning.

If you’re naming something right now, a brand, a project, or even a new chapter in your life, maybe the only question that really matters is this:

What would you call it if you weren’t trying to impress anyone?

Just to give voice to what you have… to say.

P.S.
ThoSay is read “to say” just without the “h.”
That letter is something I keep for myself, because it’s part of my son’s name.

And the meaning stays simple and close to my heart:
to express, to transform a thought, a word, or even a small gesture into something meaningful.