I have lots of experience with this. Pick a name that is short and easy to remember and tells what you do.
When we opened 4 years ago, we were a custom only shop and I had a name I thought was pretty good. Two years later, we opened our own storefront and bought out another well-known cake shop since she has the equipment that we needed and high-end customers. We struggled with the name... a lot! Do we keep our own name? Do we make try to combine the 2 shops into 1 name? We talked to several other local people in the event business, like planners, florists, etc. and no one was really crazy about our current name. It was long and apparently hard to remember.
We struggled long and hard and decided to go with a new, shorter name and happened to be what everyone called my cakes when I first started decorating in 1990 - TracyCakes and since I'm Tracy, it worked.
Our little business and grown and we have a great reputation in town. I met other people before and no one could get our name right. Now, no one has a problem remembering our name, they love it, they remember it and then there is a little bit of thrill when people are excited to me "The Tracy". It's quite humorous.
One bad aspect about naming your business after yourself and I didn't know - everyone that calls wants to talk to "Tracy". The person answering the phone can help them but they want "Tracy". I sometimes claim to be "Gertrude", not Tracy. :)