Brand logo for eCommerce Jewellery & Accessories site

The closest one to working is number 4. I like the crown idea but you need to keep playing around with your stacking methods.

Okay, so lets focus on #4. I think the stars take away from the design because they are so small. They will be lost. I like them, but I would suggest one big star reversed out in the crown (see how it looks, you never know). A larger star will complement your whimsical feel. If you keep the stars as they are, I would rotate them, making them each different. Second, I would cut the crown's base out to match completely with the "o" it is resting on. Make it like a puzzle piece that fits perfectly on "o's" head. Finally, it needs to be more cohesive. Play with your elements. That clever little serif on the "b" in boo is begging to be extended. See what happens if you use it as a platform for "little." It will start to take on more of a hatch print feel, so I'm not sure if that is what you want. One final note I just thought of, your target audience is 18 - 50 female. If you make the logo too whimsical and playful, you can easily exclude the older women from being able to connect to your brand, so be careful. Just a thought.

3 is far too much going on 1 and 2 are just eh. 4 is the most viable option of the group. Beware the negative space created and try to better use it in your design. The font is actually a pretty good choice but like most names without descenders the integration of multiple lines together presents you with large voids that if used correctly add to the design. The little crown is a good icon/detail and it works well on the 4th one.

I worry that your use of the crown is too similar to the example you gave of the "accessorize" site

I don't really understand the symbol in #3, but I think that the best balance is in #4. I like the fact that "little brown" is smaller but is also does make BOO pop out much more than anything else.

What about making Little Brown wear the & sign like a necklace pendant or something that says "jewelry" more?

I think you should also experiment with some color since it is for the female fashion industry. It may help bring the whole design together.

number 4 gets my vote

nr 4 works best of theese, but I don't think the logo is close to ready. I think you should try with some colours, what about brown? The '&' could perhaps be in an other font to soften it up a bit. The crown is too straight forward and It doesn't follow the line of the 'o' enough. Does the three stars symbollze anything or are they only ment to bring some cartoon-feeling? I think you should make it more curly and unsymetric so it matches a scripty '&'-symbol.

I like 2 & 3, just increase the height between the lines and maybe add some colors.