Baby naming with a twist

Jackson Fish Market, developers of the They're Beautiful online flower shop and the Invitastic online invitation service, today unveiled their latest offering.

So what did the quirky folks at the Seattle Web development shop come up with this time? It's a baby naming Web site called What a Lovely Name.

There are hundreds of baby naming sites already in existence. But What a Lovely Name has a few twists, allowing expecting parents to search thousands of names from various origins and then select personality traits they want reflected in their newborn's name.

For example, one can search for a boy's name under the characteristics of "strong," "adventurous" and "curious." That returns four results -- James, Jehoash, Joash and Meshach. One or all of those names then can be added to a favorite list and e-mailed to friends or family.

If people want more information on a name -- say Meshach -- they can discover the origin by clicking on the name. In another twist, the service offers custom logos associated with every moniker. Those logos then are incorporated into merchandise (key chains, coffee mugs, stickers, stamps, etc.) from a Zazzle store co-branded with What a Lovely Name.

If you are still having  problems picking a favorite, you can also browse names of kids from politicians, musicians, athletes and other celebrities.

Jackson Fish Market, which is approaching its two year anniversary, has a different model than most Internet startups. It designs Web applications, then attempts to find sponsors who "lease" those online properties for a set period.

Obviously, expecting parents make for one of the most lucrative demographic groups.  And even in these tough times, people are still procreating. Can Jackson Fish Market capitalize on that?