I would suggest that the biz name not be too cutsey and definitely say what you do. Ours is
SMM Embroidery and Gifts. Owners name and addy on biz cards, especially if you are going to do shows. Phone and web page addy if you have one. I would leave off email. Custom is on there somewhere. People like to know who they are doing biz with, In NH you register your name with the Secretary of State and pay a nominal fee. I believe it is good for 5 yrs. We moved and forgot to renew it and someone else took the original name. So we modified it. Be sure to register for paying sales tax...NH does not have one. Please feel free to PM me if you have other questions...been doing custom emb. since 1993 and have now gone back to my first love...sewing.