The Journal
Notes from the house
On names, curation, and the craft of choosing well. Written by the people who vet every lot.
Nº 3 · Anatomy of a trophy
Yaraa: a name a billion people already love
Four cultures, one word — and why the doubled A is the design, not the compromise.
Nº 2 · Method
The five tests
How every name in this catalog earned its place — and why most names never could.
Nº 1 · Position
Why our prices are public
On transparency as a curation signal, and what it costs us on purpose.