I go by Empire Wrought Iron. I thought about using a cutesy name but decided against it because I, myself, don't put a lot of faith in businesses that do this. They tend to disappear as quickly as they pop up.
I chose "Empire" because it conjures up the nostalgic ideal of the iron age. Grand, large, solid...the age of Empire.
My shop, however, is not empirical...but thats my secret.
I avoid the "blacksmith" label because most people associate the term with nails and horse shoes. I avoid the "artist" label because most people associate the term with...paying for image and waiting an eternity for the job to be finished.