The Brand Person Gift Guide
Annotated with marketing lessons.
As Brand Person, I like to believe I have a unique perspective to offer amid all the gift guide chaos. And I need to channel my consumer energy into marketer energy.
Enter the Brand Person Gift Guide, annotated with why I recommend, how I discovered, and the marketing lessons within (gets repetitive, which is unintentional but powerful. You’ll notice that I didn’t discover or convert to a single one of these through a paid social ad).
Under $50
Bois de Balincourt Candle by Maison Louis Marie:
Why I recommend and how I discovered: The only giftworthy candle under $50. Universally appealing scent, universally applicable aesthetic. I vaguely remember discovering this brand years ago at a shop in New York, and now it’s at Sephora and seems to be a bestseller on Amazon — all bootstrapped over the past decade.
Lesson(s): The intersection of accessibility and luxury = $, you don’t need VC money if you have time and a strong brand strategy, and indie retail distribution can be a powerful brand marketing strategy.
Great read on the brand’s bootstrapped journey from underground indies to Sephora.
Why I recommend and how I discovered: Simply the perfect sock, half the price of Comme Si. Hugs the feet just right, not too thick or too thin, can be dressed up or down, comes in a bunch of fun colors. Discovered these a while back through Laura Reilly’s Magasin.
Lesson(s): Accessible 👏 luxury 👏. Also Substack is one of the most powerful affiliate marketing platforms right now.
Algae Cooking Club Infused Oil Duo:
Why I recommend and how I discovered: A taste of Eleven Madison Park to elevate all their lazy meals — plus it’s sustainable. I believe I first discovered this brand through LinkedIn and was reinforced through influencers on social.
Lesson(s): Sustainable products must lead with quality and convenience to succeed, an unfortunate testament to the ROI of posting on LinkedIn, and invest in influencer marketing.
Why I recommend and how I discovered: The lazy meal itself, made giftworthy. These South Asian pantry staples are so good and so easy to make, it hardly counts as cooking. Discovered when it was just an idea in my friend Umaimah’s brilliant mind, and it’s been so inspiring to watch her bring it from concept to pantries nationwide while advising along the way. Join the Paro Party<3
Lesson(s): Mission-driven brands must fill a real consumer need to make an impact, and follow ur dreams.
Why I recommend and how I discovered: Beautiful yet non-fussy glassware to elevate every sip. I was leading brand marketing when we launched these, but otherwise I imagine I would’ve discovered them through a ~tastemaker~ on social or Substack. Two years later, and it’s still some of the smartest brand merch out there. The gift set I linked comes with a bottle of Le Fizz to fill their glass with<3
Lesson(s): If you’re going to create brand merch, it should be useful and uniquely on-brand, influencer 👏 marketing 👏, and also Substack affiliate.
Why I recommend and how I discovered: One of the few self-care products that actually feels worthy of being called a “ritual.” They were very generous with product donation when I was spearheading events for GEM, and I know that converted at least several die-hard customers, including our founder.
Lesson(s): Customers feel the love (or lack thereof) you invest in your product, and product donation for events can be quite impactful (was a big pillar of our strategy at Ghia).
Under $100
Why I recommend and how I discovered: GAP is so back. I have these sets in two colors and would like someone to gift me the rest. Ridiculously affordable, perfectly cut, softest fleece-lined interior — unfortunately I live in these. I believe I discovered these through a Google search for sweats, and the brand’s revived relevance/knowing Zac Posen is at the helm pushed me over the edge.
Lesson(s): The right creative director has the power to completely revive a brand. And don’t sleep on SEO/SEM.
“What’s the product and what’s the storytelling? How do we sell it? How do we become part of the conversation and grow the company and attract new customers and bring back old friends? It’s a marathon, not a sprint.” — Zac Posen
Why I recommend and how I discovered: A visual ode to New York’s Subway conductors. For anyone who loves and/or misses New York (me). Admittedly discovered through a TikTok creator’s gift guide.
Lesson(s): Nostalgia and identity are powerful levers. And there’s something for everyone, thus every brand, on TikTok…while it lasts.
Why I recommend and how I discovered: I wear these more than I should and — to my surprise — I always get compliments. The best part is that they come with removable UGGplush™-lined socks. Discovered last year through The Strategist.
Lesson(s): One thoughtful detail can be your product differentiator, and affiliate press works with top-tier publications.
Under $250
Bathing Culture Cosmic Rainbow Towel Set:
Why I recommend and how I discovered: Not only are these the coziest but the design sparks so much joy and is so differentiated. I discovered them via Chloe Fineman’s Arch Digest tour.
Lesson(s): Aim to spark joy. Again, affiliate press works if you can get placed in top-tier publications, especially for lifestyle/fashion/beauty brands.
“Advertising is based on one thing: happiness.” — Don Draper
Why I recommend and how I discovered: My boyfriend has been waiting for the right moment to drop $600+ on Paraboots, but I might gift him this nearly identical pair for >$200 instead. Discovered through a TikTok creator whose taste I admire and reinforced by the SSENSE sale.
Lesson(s): Sometimes price point is a strong enough differentiator in itself, influencer 👏, TikTok 👏, distribution strategy is brand marketing 👏.
Completedworks Like Peas in a Pod Earrings:
Why I recommend and how I discovered: Perfectly imperfect statement earring. Expensive for cubic zirconia and gold vermeil, but can’t find this design anywhere else. Discovered via a couple of tastemakers on social and a friend whose style I admire. I’ve actually never interacted with this brand directly except to browse their (beautifully merchandised) site.
Lesson(s): Design can justify a price point, and influencer 👏 marketing 👏 — which btw, can just be a strategic gifting or affiliate program depending on your price point and budget.
The brand’s recent Merit collab is brilliant. Good read on that.
Perfumer H Salt Eau de Parfum:
Why I recommend and how I discovered: A friend insisted I visit one of their shops on my trip to London and Paris a couple of months ago, and wow — just the most thoughtful, beautiful fragrance experience. She wears Ink which is also incredible, but Salt is the one for me.
Lesson(s): Focus on product and experience, and the word-of-mouth will come.
Great read on the brand’s brick-and-mortar strategy.
Under $500
Material Kitchen Knives + Stand:
Why I recommend and how I discovered: Sharp as hell and sparks joy every time I use mine in the sage color, purchased through a limited-edition collab with Beverly Nguyen.
Lesson(s): Limited-edition collaborations are a great way to test new product development and acquire new customers.
Alex Mill Rowan V-Neck Sweater:
Why I recommend and how I discovered: 100% actual quality cashmere, not cropped but not-not cropped, feels like real luxury while being relatively accessibly priced. Discovered through Google search, reinforced by Leandra Medine, purchased on Black Friday — full price.
Lesson(s): Accessible 👏 luxury 👏, influencer 👏, the power of product and brand marketing to rise above the race to the bottom.
“I think Black Friday is a race to the bottom.” — Mickey Drexler, CEO of Alex Mill
Sophie Buhai Ball Drop Earrings:
Why I recommend and how I discovered: The perfect every day earring. Discovered a while back via Magasin I believe?
Lesson(s): If you’re in the business of nice-to-haves, it’s important to deliver a couple of hero must-haves within that umbrella. Also, Substack 👏 affiliate 👏.
Why I recommend and how I discovered: Made-to-order beaded jewelry they can’t make themselves. I thought I’d wear mine once in a blue moon, but now I joke that I’d need a new personality if I lost it bc I wear it so much. Discovered a few years back at my all-time favorite Sorbara’s, FKA Chickee’s.
Lesson(s): Your indie/specialty retail distribution strategy can be a powerful brand marketing channel.
Régime des Fleurs x Chloë Sevigny Little Flower:
Why I recommend and how I discovered: I admittedly don’t have this yet, but I can’t stop thinking about it after testing it at Assembly — and because it’s a collab with Chloe Sevigny, I wouldn’t even have to smell it to know that I like it.
Lesson(s): Influencer collaborations can be a powerful strategy for digital-first fragrance brands to overcome the challenge of selling scent online.
“Who wouldn't want to smell like the coolest girl in the world?” — Beauty Papers
Why I recommend and how I discovered: I don’t drink coffee anymore but I’m attracted to the design, and my boyfriend who’s a coffee snob just purchased one after years of obsessive pour-overs. He doesn’t remember exactly how he first discovered, but has been influenced by coffee shops and his holy bible, Wirecutter.
Lesson(s): Even b2b distribution is brand marketing, and again, affiliate press works with top-tier publications.
$500+
Why I recommend and how I discovered: A timelessly classic piece at a fraction of the price of mined diamonds. Can’t remember exactly how I discovered, but it was definitely some form of influencer marketing. The founder is so bullish on influencer marketing that the brand hardly does organic social, and I just discovered that they offer a whopping 20% commission on ShopMy. She and her team have built an eight-figure business with just $1M total in funding.
Lesson(s): Price point can be one of your biggest differentiators. Affiliate 👏 influencer 👏, especially for lifestyle/fashion/beauty, and again — you don’t need VC if you have time and the right brand strategy.
Great read on Dorsey’s strategy.
Convinced I need the Ugg Tasman clogs and a Yona Kohen necklace now. Consider me influenced! (And interested in Brand Person merch when the time comes)