Change email sender's name (Not very explanatory, please read)

[Porfirium]

Im trying to run a obsfucated busines, a sex shop.. that has SEX on it's name, so.. i don0t want people to recieve emails from

"whatever SEbalbaba" .. how do i change my "email name" ?
i've changed the email adress i send the emails from, to something else in GMAIL, i've made a special account for my shop, that has nothing to do with SEX but the shop name keeps being used as the email sender first name.. how can i costumize this?

i've looked in the email settings and im confortable with editing tpl's and such.. i just don't know where it is..

thank you ver much in advance!