Why I’m Changing My Name to Annie Figenshu: A Step Toward Authenticity
Names carry stories. They reflect where we’ve been, who we are, and sometimes, who we’re becoming. Today, I’m excited to share a change that’s deeply personal and meaningful: I’ve returned to my maiden name and will now be going by Annie Figenshu (pronounced FIG-in-shoe)
This decision marks both a personal milestone and a professional statement. It’s about honoring my past while stepping into the future with clarity and confidence.
Why I’m Changing My Name
What This Means for My Work
How This Change Reflects My Brand
Practical Details for Clients and Collaborators
“Figenshu isn’t just a name. It’s a connection to my family, my foundation, and the values that have guided me throughout my life. Values like integrity, creativity, and simplicity.”
Why I’m Changing My Name
Still me. Just a new (old) name.
For sixteen years, you’ve known me as Annie Schiffmann. That name carried me through incredible experiences—professionally and personally. But following my divorce, I felt it was time to reclaim the name Figenshu.
Figenshu isn’t just a name. It’s a connection to my family, my foundation, and the values that have guided me throughout my life. Values like integrity, creativity, and simplicity. Returning to it feels like stepping back into alignment with who I truly am.
What This Means for My Work
While my name has changed, my mission remains the same. At Downstage Media, I continue to focus on helping businesses communicate clearly, connect deeply, and grow with purpose.
Whether you’re refining your StoryBrand messaging, creating a content strategy, or navigating the ever-evolving world of marketing, my dedication to supporting you hasn’t wavered. In fact, this change has only deepened my commitment to showing up authentically—for myself and for you.
How This Change Reflects My Brand
As a StoryBrand Certified Guide and Mailchimp Partner, I’ve built my career on the power of clarity and connection. Reclaiming my maiden name is an act of living out those values—aligning my personal identity with the work I do to help others tell their stories and build their brands.
Names matter. They’re one of the most fundamental ways we communicate who we are. Changing mine feels like a powerful way to bring every aspect of my life into harmony.
I’m not going to say that it will be easy. I have a lot of links, podcast episodes, and even books that reference my former name. But anyone who has been through a divorce will tell you that it’s hard. So, I figure, since everything is a little hard right, why not just throw on more hard?
But it’s all in the name of rebuilding a new life.
Practical Details for Clients and Collaborators
Updated Contact Information: All communications will now come from Annie Figenshu. My email, website, and social media profiles will be updated by the end of this quarter. If you notice a Schiffmann in there, please tell me!
Same Focus, Same Expertise: Whether you’ve worked with me before or are just getting started, you can count on the same level of care, creativity, and results.
If you have any questions about this transition—or just want to connect—I’m here for you.
Closing Thoughts
Life is full of changes. Returning to the name Figenshu feels like the right step for this chapter in my life. It’s a nod to where I’ve come from and a declaration of where I’m going.
Thank you for being part of this with me. I’m excited to continue working with you as Annie Figenshu and to see what we can create together.
