Concerns about Trademark cease and desist request
Today I received a cease and desist letter from a company that has trademarked the name ''Skin Store''. My company's name is ''The Original Skin Store''. I have been using the name since 2000 as a seller on ebay, and in the last 4 years on my own internet site and I own the domain. They registered the name in 2000. I did not trademark the name because I thought it was ''generic'', but evidently not. We sell the same type of item, though I sell only my own product line that I developed under The Original Skin Store Name. So, now that I sound totally defensive (!) my questions are as follows:
1. Does the name ''The Original Skin Store'' infringe on the trademark ''Skin Store''?
2. What are the rules regarding generic terms as trademarked names?
3. If I am hosed, how can I make sure the next name I pick is not going to conflict with someone else's name? I looked my name up in TESS at the US Govnt site, and it came up with nothing, I thought I was doing the right thing. I never intended to infringe, this was not deliberate, but I have spent 8 years developing my product line under this name, and I am devestated that I am going to have to change it all. Any help or advice you can give would be greatly appreciated. Thank you.