Bacah What?

Bacah what?…How’s that pronounced anyway?

I know that I left you hanging with my last post as to how I landed on the name Bacah, here’s the story.

phonetic bacah

I’m a Bible reader. I find the stories fascinating, interesting, sometimes scary, and always helpful. In the book of Acts, there’s a story about a woman named Lydia who ran a successful woman-owned business where she bought and sold purple cloth. As I was living my script-flipped life (covered in my August 17 blog post), I often thought that if I ever got the chance to get back into the industry I would name my brand “Dealer in Purple Cloth”, inspired by Lydia. I even designed a logo, it needed some work but it was a start. So, I’m working as a graphic designer honing my skills, BTW I did get better, and I’m constantly trying to figure out how to make Purple Cloth happen.

As a mom, I was in charge of all things appointment-related and had to take my daughters to the dentist. I parked in front of a boutique named Clothware and thought, “I know that store.” When we were done with the dentist I said “Hey, let’s pop in.” We did, and the owner (Louise Ciampa) just happened to be in. I asked her if she’d moved locations, and she affirmed.

dresses hanging on rodAs I was rifling through some of the racks I asked if the designers she featured were local, and she said some were. I then mustered every bit of courage I had in my core and asked; “Soooo...if I produce some designs will you sell them in your store?”  “Sure", she said, "If they are good enough.” She even offered to give me input to help get me started. We met off and on for roughly two years discussing the how and when I could jump back into the industry…Purple Cloth was becoming a reality.


One day while reading my Bible I was in the book of Psalms and happened to land on a passage that spoke about strength and having a heart set on pilgrimage. During this pilgrimage, the journey took you through a valley called the Valley of Baca. Translated it means the Valley of Weeping. This name resonated with me for so many reasons and on so many levels because it was about a journey, and to me, life is a journey and I was on mine...Bacah, this would be the name of my brand. Since I chose the name Bacah over Purple Cloth I decided to use purple as my brand color and was excited to learn that purple denotes empathy, intuition, and creativity.

bacah logoWell, in the script-flipped world that is my life, when I wanted to trademark the name someone had beaten me to it. Wah, Wah, Wah! Although this brand used a different spelling what I learned in the world of trademarks is that its phonetics that count. Even if the spelling is different but they sound the same, it goes to whoever files first. I spent months trying to come up with a new name. I didn’t want to let go of Bacah because of what it meant to me. I looked everywhere and got input from whomever would give it. Then I remembered something about the Bible. I remembered that oftentimes after someone had gone through a transformative ordeal in life they would get a new name, so guess what…Bacah’s getting a new name but for now, I'm keeping it under wraps. Don’t worry though, it won’t be entirely unrecognizable. 

August 31, 2020 | Anita Costello

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