Online wedding registry Della & James, San Francisco, is changing its name to Della.com effective with the mid-November launch of its general gift registry. TV, radio and print ads break at the same time from Grant, Scott & Hurley. The name change, coming just months after the registry site's June launch, resulted from the difficulty people had remembering the company name and how to handle the ampersand. Della & James, backed by venture capital from Kleiner Perkins Caufield & Byers, Amazon.com and Trinity Ventures, is named after characters in an O. Henry short story.
Copyright October 1999, Crain Communications Inc.