I don’t know why I laugh each time I hear the ad for Jareds (Jewelers) on the radio but I do. It has something to do with the name which doesn’t seem to match the sophisticated merchandise they carry. I don’t doubt that Jareds has a nice selection of rings but I wonder how many people in the market for a wedding ring don’t want to purchase an expensive diamond at a store that sounds like a one person operation run out of a basement. I’m sure their stores are nice as well but Jareds sounds more like the name of a sports bar.
With companies like Zales, Tiffany & Co, and Bailey Banks and Biddle going with a more sophisticated name and target demographic, maybe Jared’s is trying the opposite approach and catering to a group who want to shop a more down-to-earth, folksy jeweler.
Nordquist Blog 
It’s not “Jared’s”, it’s “Jared”… which is probably worse. “Jared’s” is like a place owned by a guy, and “Jared” is just the name of a guy.
Where’s Biddle? And why are they a good counterexample? 🙂
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So what’s wrong with the name Jared?? 😉
As a longtime wearer of the Jared name, I must say I too dislike those commercials, but perhaps for different reasons.
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What an excellent blog, I’ve added your feed to my RSS reader. 🙂
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