Valparaiso beekeeping and hive management company URSIDAE Apiary encountered an early business challenge when its intended operating name was discovered to be already trademarked. Co-founders Nadia and Casey Silvernail initially aimed to name their venture "Backyard Bees," a concept stemming from helping Casey's mother manage her backyard hives. The company focuses on providing complete management of bees and honeycombs directly on a client's property in Valparaiso.
The Silvernails had conducted preliminary checks for the name "Backyard Bees," including a deep search and a review of the trademark search database. Nadia Silvernail stated they were "absolutely in love with the name ‘Backyard Bees’" and found no indication of it being taken. Despite these efforts, a bee-removal service company had federally trademarked "Backyard Bees" years prior. The Silvernails operated under their initial chosen name for two months before this conflict was identified with the assistance of the legal team at Hartman Global.
Casey Silvernail noted that the discovery of the existing trademark was a stressful period and represented "one of our larger hurdles as business owners." Fortunately, they had not yet invested in creating marketing materials, printing, signage, or a website, which could have led to greater financial loss. The couple had also utilized an artificial intelligence tool, Claude, as part of their search process for trademark availability. However, Casey Silvernail emphasized that "AI does not replace a lawyer," pointing out concerns about the quality and origin of information provided by AI tools. He expressed relief that they had leveraged trademark lawyers from Hartman Global rather than relying solely on artificial intelligence.
Following the identification of the trademark issue, the Silvernails dedicated a week to brainstorming and researching alternative names. This process led them to their current business name, URSIDAE Apiary. Casey Silvernail explained the personal significance of the new name, stating its connection to bears (Ursidae). He shared that he grew up helping his family at a wildlife park where they raised various animals, including bears, making the name meaningful from that perspective.
Domenica Hartman, a partner at Hartman Global, commented on the Silvernails' experience, noting that they had initially wished to brand their business with a name and trademark already owned by a company out west, which had a federal trademark for a similar name used with similar services. Hartman described this as "a legal no-no," adding that many clients have come to their firm having received cease-and-desist letters shortly after opening their businesses due to insufficient prior trademark searches. By engaging Hartman Global, the Silvernails were able to officially launch URSIDAE Apiary and its marketing materials with confidence. Hartman Global expressed well wishes and confidence in the company's success. The Silvernails affirmed they learned a great deal from the experience.
