Seth Godin rants on generic brand names that append a bland word ("central") to a descriptive word ("jewelry"):
Jewelry Central is a really bad brand name. So are Party Land, Computer World, Modem Village, House of Socks and Toupee Town.In the past, Godin has recommended names that yield very few Google search results. Such names are almost never descriptive or generic.
It's a bad brand name because Central or Land or World are meaningless. They add absolutely no value to your story, they mean nothing and they are interchangeable. "Here honey, I bought you these cheap earrings at Diamond World!" Not only are they bland, but you can't even remember one over the other. This is the absolute last refuge of a marketer who has absolutely nothing to say and can't even find the guts to stand for what they do. It's just generic.