I’ve always believed in signs. Those quiet nudges that appear when we’re meant to pay attention. For weeks, I had been getting those little whispers about trademarking Amara Collective. The kind you can’t quite explain but know you shouldn’t ignore.
Then one afternoon, I had an appointment somewhere new. When I arrived, I couldn’t find the business name anywhere. Instead, there were men on ladders putting up brand new signage. My first thought was, “Oh no, the business must have moved and I’m going to be late.”
I popped my head in to ask, and the lady behind the counter smiled and said, “This is it! As of today, we’ve officially rebranded. New name, new look.”
Curious, I asked why the change. She said, “Someone in WA had trademarked the same name in the same class, basically the same category of services, which meant we no longer had the legal right to use it. After ten years in business, we had to start over with a new name.”
My jaw dropped.
Many people don’t realise that registering a business name with ASIC doesn’t actually give you ownership of it. It simply allows you to trade under that name. The only way to protect your name as your own is through a trademark, which legally gives you exclusive rights to use it within your field.
As someone who lives and breathes branding, I instantly thought of everything they would have to redo. The logo, website, SEO links, printed materials, Google listings, even their email domains. Thousands of dollars. Years of recognition. Gone overnight.
In that moment, I looked up (as I often do when I get those cosmic nudges) and said, “Okay, Universe. I’m listening now.”
That night, I applied to trademark Amara Collective.
At first, I had no idea what I was doing, but it felt right. Then stage one came back with a “not accepted” notice because of similar names in the same class. I panicked. Lawyers quoted me $3000 just to advise if I should continue. So, I told myself maybe the signs were wrong and decided to let it go.
But the Universe wasn’t done.
The very next day, the first post I saw on Instagram was from a lawyer I happened to follow, Tylie-Anne Lambert (known as @theaussielovelawyer), talking about trademarks. I took it as another nudge and reached out.
Tylie replied with kindness, clarity, and genuine advice without charging me a cent. She explained why I should go ahead, guided me through every confusing step, and handled all communication with IP Australia. I can honestly say I felt so supported and understood throughout the process.
And now…
✨ Amara Collective is officially on its way to being a registered trademark. ✨
If you’ve built something meaningful, whether it’s a business, a brand, or a legacy, it’s worth protecting. You never know when a name across the country could claim it first.
If you’d like to chat with Tylie yourself, you can reach her at Gaia Law. She’s approachable, trustworthy, and an absolute gem to work with.
With gratitude,
Amanda
Founder & Creative Director
Amara Collective