In Closing: Ready to Give
Gianna Rose’s Holiday Gift Tower is all wrapped up for the holidays.
By Jennifer Kwok, Managing EditorWith the Christmas season around the corner, customers can expect to see new holiday gift sets decorating store shelves. Festive secondary packaging is key during this season, and a package that is beautiful enough to be “giftable” will win extra points with customers. One company that keeps this in mind is Gianna Rose Atelier. The 15-year-old soap manufacturer has launched a stack of elegant boxes that the company calls the Holiday Gift Tower.
The Holiday Gift Tower comprises three different-sized setup boxes tied together with red grosgrain ribbon. As a thoughtful touch, a blank gift tag is attached to the ribbon. Together, the boxes would look beautiful under any Christmas tree.
“That was our goal,” says Blair Buckley, director of marketing and product development for Gianna Rose Atelier. “Our entire line [including the nonholiday products] is wrapped and ready to give.”
Each setup box is covered in red-and-pink-patterned paper. Gianna Rose Atelier boxes are produced by two suppliers, Pacific Paper Box Co. and Advance Paper Box Co.
Buckley says that for a prestige feel, the firm always packages its products in setup boxes. “We don’t use any folding cartons,” she says. “The setup boxes are rigid and very thick. And for many of our boxes, we use high-quality embossed linen paper, which we then print on. This gives the box depth and really makes it feel high-quality.” The patterns on the paper are inspired by European fashion trends.
According to Buckley, this holiday marks the first time the company has used the Gift Tower format. Stacking boxes together and tying them up may seem like a simple solution, but as Gianna Rose has shown, a simple idea, when executed well, can have a big impact. “Customers feel like they’re not just getting soap, but that they’re getting a gift,” says Buckley. “We have customers who collect our boxes because they can be saved and used after the product is gone,” Buckley adds. This makes the Holiday Gift Tower a gift that keeps on giving.