Armadio Amore is changing it’s name!

November 8, 2018

I have been very busy behind the scenes for quite some time, planning and designing the rebranding of my business. Nothing will change other than a fresh new look and a new logo, so why bother? Why am I going to the expense and extra work of changing the name of my business after 6 and a half successful years? Well I thought I’d write this blog to explain to all of my faithful followers the reasons behind my decision.

Armadio Amore was born in Italy in 2011 before moving back to the UK and establishing myself in 2012. Because of this, I loved the Italian name but over time I have noted many things that led me to want to change it.

“Armadio” is Italian for “Cupboard” and “Amore” is Italian for “Love” and in the beginning I restored and painted furniture alongside making my keepsakes so this was a play on the old saying “Cupboard Love”.
Over time the demand for my keepsake bears took over the furniture side of my business which allowed me more time to concentrate on keepsake orders and develop more of my own designs.

I started to think of a name that better reflected what I do. Instantly, as soon as you saw it you would have an idea of what my business was, what I made and generate interest.

Armadio Amore is also difficult for many people to pronounce and, therefore, remember.  I wanted a simpler, memorable name that would not only reflect the quality of my work but also be more personal to me.

I also felt that after recent  life changes a fresh new look was required.  Once re-locating to Cheshire I felt an even greater desire for my brand name to be more relevant, modern and fresh.

I wanted to breathe new life into my business, bring a new momentum and motivation and generate new interest in my new location.

I worked closely with talented Graphic Designer, Lewis Sowerby Design, to decide on this final design for my new brand name, WestWood Bears of Cheshire.


Over the next few weeks the Website will take on the new look and social media accounts will follow. I will still be able to access the old email address for quite some time following the change so that I don’t miss any communication from customers unaware of the re-branding taking place, so don’t worry.

I hope that you like the new design as much as me and will continue to support me during this change.

Thanks for reading and let me know your thoughts! 


Professional Keepsake Artist

Designing and making jointed keepsake bears since 2011.


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