Naming my business was actually one of the most difficult parts of getting started! I wasn't particularly keen on using my own name, and finally got inspiration from my love of WWII and WASP history! A group of WASPs petitioned the government under the name Fifinella to unseal  their records and give them veteran status and benefits. Since Fifinella was a character from a Roald Dahl book based on WASPs, he actually gave them the name and rights to the character.
I absolutely love the name and it’s taken on a life of its own, and Fifi is now my auntie name as well as a verb, adjective, and noun amongst my friends and family!