When Morgan Timm posted a video with her favorite names from a vintage high school yearbook on TikTok in 2021, she never expected it would lead to a full-time job. Soon requests for more old-fashioned names turned into personalized suggestions and a business with a steady stream of clients. “A lot of people love that somebody is caring as much about their baby’s name as they are,” she says. “But sometimes I’m just there to listen. They want that human element of, ‘Hey, this is an important decision and you’re doing a good job.’”

George Upton: What makes an old-fashioned name ready for a comeback?

Morgan Timm: I would say it’s generally when it reaches grandparent name status, so usually around 50 years after the name has spiked in popularity. 

GU: You started out by highlighting some old-fashioned names from your collection of vintage yearbooks. What other resources do you use?