It’s all in my head. Everyone here is as sweet as milk, and I’m sure it will go fine. (Unless the FWW staff tells me I was brought on to be Christian Becksvoort’s manicurist and astrologer during the event.)
The drive today through Upstate New York was stunning – I got to see Spring occur in reverse. And it reminded me of a fateful drive I took on the same highway 13 years ago when John and I were starting this yet-to-be-named publishing company.
We were racking our brains for a good name for the company. I’m averse to naming things after me. I don’t have a big enough ego to shoulder that load. So “Hoffman & Schwarz Ltd.” was right out. Plus, it sounded like a German audio equipment company.
One of the other contenders was “Tried & True Press” (this was before Tried & True finishing products – I hope). It’s a good name, but I was taught to avoid clichés like the plague.
Another: “Said & Done Publications.” I like this one, but it didn’t have any connection to woodworking. If you’d like to have it, it’s yours.
“Straightedge Publishing.” The problem with this name was it could also be the parent company of a skateboarding magazine. Or a publisher of books for people who don’t consume alcohol or drugs.
And then there was “Sawset Redemption LLC.” (OK, I’m lying and I’ve had two beers.)
In any case, 13 years ago I remember muttering to myself during that long drive when “Lost Art Press” just popped out of my mouth. Nervous that I would forget it, I grabbed a pen and a business card and wrote the name down while using my steering wheel as a desk. This is illegal to do in 36 states, FYI.
So. Good day.
— Christopher Schwarz
P.S. If you are at Fine Woodworking LIVE, please do stop by and say hello. I’ll be the guy in the Prism Conference Room scraping Steve Latta’s corns.