Can 自己{じこ} mean _self_ in the sense that someone does something for herself?
Or does it mean ego? I was thinking about using the word in a make-your-own
art business. Does that make sense?
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translation
true meaning of "jiko"
I will explain "自己" by comparing with words similar to it.

In the definition said in psychology,

> 自分 is "generarized existence of myself, or whole existence of me".  
>  自我 is "subjective self, or myself which I feel that way".  
>  自己 is "objective self, or myself that is seen from others".

With this answer, I understand that it would not be useful for the application
assumed by the questioner, so I'll give him/her a specialized answer for that
application.

> I was thinking about using the word in a _**make-your-own**_ art business.

ー

> ### EDIT
>
> 自己 and 自我 are not suitable to be used in your new business, because they
> have a nuance of terms used in philosophy or/and psychology. Only 自分 could
> be used for "self" in your buisness. But it is obvious that "自分" which means
> "self" or "me" alone cannot be used for business, so I'll show some examples
> assuming that "自分" is used in a context like "my preference", because the
> questioner did not clarify how "self" would be used more concretely than
> "make-your-own art business".

If you want to find a proper word to express "make-your-own" with having
fashionable nuance for your new art business, I would say it will be "
**自分{じぶん}好｛ごの｝み** " which means _**one's taste**_.

自分好み is a noun, and 自分好みの and 自分好みに are an adjective and adverb respectively
derived from 自分好み.

It will be used in a sentence like:

> 私｛わたし｝の部屋｛へや｝の壁紙｛かべがみ｝を **自分好みに** 合｛あ｝わせて変｛か｝えたいと思｛お｝っている。  
>  _I want to change the wallpaper of my room **to my taste**._

As another option, I think that " **自分｛じぶん｝流｛りゅう｝** " which means _**one's own
way**_ , _**one's own style**_ or _**one's own fashion**_ can be used for the
business you are planning.

**EDIT** : 自分流 is a noun, and 自分流の and 自分流に are an adjective and adverb
respectively derived from 自分流.

It will be used in a sentence like:

> しかし、能力{のうりょく}が成熟{せいじゅく}するに至{いた}れば、 **自分流{じぶんりゅう}のやり方{かた}で**
> 経験{けいけん}を利用{りよう}し、解釈{かいしゃく}するのは、人間{にんげん}の特権{とっけん}であり、本来{ほんらい}の状態{じょうたい}なのです。  
>  _But it is the privilege and proper condition of a human being, arrived at
> the maturity of his faculties, to use and interpret experience **in his own
> way**_. - - John Stuart Mill

### EDIT

I'll add some examples using 自分流.

> •(言葉を) **自分流に** 用{もち}いる _to use words **in one's own** non-standard way_
>
> •おにぎりや寿司｛すし｝はきゅうりや海草｛かいそう｝、かにかまなどを使｛つか｝って **自分流** にアレンジしている。 _They make
> **their own kinds** of rice balls and sushi using ingredients such as
> cucumbers, seaweed or crab sticks_.
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