I think the current (ha ha get it?) name is only understood by a fairly small demographic. If you want to change it, keep it the same.
huh ? what i did i just say ?
Change it to Hertzem All Customs or something similar that is not cryptic and sounds exactly the same. You want something that is unique, easy remember and most importantly, easy to search and find. Weird or difficult spellings and illegible fonts are not good for business.
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