My shop had been feeling stagnant. I wanted a new banner, and was contemplating a name change and opening a second shop for paper goods. (Don't have the paper good inventory yet, but it's a deep-seated thought.) 'LP by rJax' was weird to say aloud and the 'lp' had lost its meaning when I changed from "LPdesigns'.
So now, to match my email address, the shop is 'elpy', the semi-phonetic spelling of 'LP'. I kept the 'A Handcrafted Brand' tagline. It still fits. I made that new banner. I'm getting banner making, I think. I'll probably tweak it a little more. Now I have to find all the places on the interwebs where I've put that name, and change it 'elpy'.