Behind the business of gift giving

Pictured above: Hayley and Jeremy Pitts.

About Giving is redefining gifting with sustainability, innovation, and a focus on local craftsmanship. From their Marlborough farm, co-owners Jeremy and Hayley Pitts deliver thoughtful, high-quality gifts – from bespoke boxes to living tree gifts. Farmer Jeremy shares how he’s embracing digital and up-skilling himself in the process.

Co-owned by high country farmers, Jeremy and Hayley Pitts, since 2021 About Giving has blended sustainability, innovation, and local craftsmanship to create meaningful gifting experiences. The business evolved out of Flying Flowers UK, a postal floristry service which over time diversified into gift hampers and tree gifts, adapting to changing consumer preferences. When Jeremy and Hayley took the reins in 2021, they unified the brand into About Giving and streamlined its offerings. 

“We saw a gap in the market for high-quality, New Zealand-made gift baskets,” Jeremy explains. 

“We wanted to move away from the traditional wicker baskets wrapped in cellophane and offer something elegant and meaningful. These weren’t just products, but experiences designed to delight the recipient.”

Today, the business is a cohesive brand offering premade gift boxes suitable for different occasions, and the option to build your own gift box. About Giving also offers living tree gifts, and other bespoke options catering to individual and corporate clients. Their focus on quality and personalisation has made About Giving stand out in the industry.

Working out of their breathtaking 5,500 hectare Mount Gladstone farm located in the Awatere Valley in Marlborough, the couple also farm approximately 8,000 merinos. They’ve packaged their loved for the land and what they produce on the farm into the unique offering that is About Giving.

Authentic gifting

At its heart, it’s all about creating connections through gifting. “Our mission is to offer thoughtful, quality gifts that show people they matter,” Jeremy says. This ethos is evident in the company’s reusable wooden gift boxes and its emphasis on sustainable practices.

“We love the wooden boxes – they’re timeless and reusable. They elevate the unboxing experience, making the packaging as special as the gift itself.”

Sourcing locally is another pillar of their business. From honey made on their farm in Mt Gladstone and sustainable, organic boxed wine in Marlborough, the company prioritises New Zealand-made products. 

“It’s about supporting local producers and offering gifts people won’t find on supermarket shelves,” Jeremy says. By working with local artisans and brands, About Giving ensures premium quality and contributes to the local economy.

Among About Giving’s offerings are its Living Tree Gifts. These eco-friendly gifts resonate with customers looking for sustainability and longevity. “A tree is a gift that keeps growing. It’s popular for personal and corporate gifting, symbolising lasting relationships.”

The company is also introducing house plants to its gift list, tapping into a broader trend of green gifting. 

Their wine hampers also reflect their sustainability ethos, featuring fully recyclable packaging. “We work with a local Marlborough producer whose packaging, including the bladder and tap, is entirely recyclable. It’s a great way to showcase sustainability while offering a premium product,” Jeremy says.

This commitment to environmentally friendly options has struck a chord with customers, especially as more people seek gifts that align with their values. “We’re finding that customers are drawn to gifts that don’t just look good but also feel good to give,” Jeremy adds.

Overcoming organised chaos

Running a gifting business comes with unique hurdles, particularly seasonality. “Christmas and Mother’s Day are huge, but July feels like a desert,” Jeremy admits. Managing cashflow and logistics during these cycles requires strategic planning.

The dual-base setup – Jeremy and Hayley in Marlborough and operations in Auckland – also presents challenges. “It’s tricky to oversee quality control from a distance,” Jeremy says. “But we’re fortunate to have Nat and Alyssa, who’ve been with us since day one and keep everything running smoothly.”

COVID-19 brought additional challenges, disrupting supply chains. However, long-standing relationships with suppliers helped About Giving navigate these disruptions. “Our suppliers prioritised us because of the trust we’ve built over the years,” Jeremy notes. This resilience and adaptability have been crucial in maintaining their reputation for reliability and quality.

Jeremy’s transition from farming to managing an e-commerce business has been steep. “I wanted a new challenge,” he admits. “Learning about Google ads and SEO has been eye-opening.”

To stay ahead, Jeremy enrolled in a business course that connected him with experts in digital marketing. “It’s been invaluable for shaping our online strategy,” he says. 

The course he says is run out of Australia, and was created by a group of successful entrepreneurs. “It provides me with one-on-one mentoring/coaching on an annual basis. I work with the group to develop a roadmap of where we want to get About Giving to and how to get there.”

Jeremy says the idea of the course is to help business owners grow themselves, and to enable business growth, regardless of whether your business is turning over $1m or $200m. “Often a business starts small and can grow into a larger business – but the CEO is still running it as a small business – effectively strangling it.

“Coaching can be on any topic you need help with – from marketing/finance/CRM/staff management – whatever. They have also connected me with specialists in certain fields. Currently I am working with Heather Porter – who is one of only nine Meta/Google registered trainers in the Asia Pacific region. Together we are working on About Giving’s digital marketing.”

Jeremy has found the training to be a huge help. “Opening my eyes to what is possible with the right connections. Business is business in any industry so the same basic principles apply weather it’s farming or e-commerce. However, the  more technical aspects such as digital marketing have been a challenge to get my head around. I will never claim to be an expert – but if I have a basic knowledge of these topics, then I think I will understand advice and ultimately make better decisions for the business.”

The recent launch of a new website reflects these efforts, streamlining the customer experience and showcasing an expanded product range.

The company’s investment in digital tools has also enhanced its operational efficiency. “We’ve worked hard to ensure our website isn’t just a storefront but a seamless platform that reflects the care we put into our products.”

Christmas is nothing short of organised chaos, Jeremy says – the company’s busiest and most critical time of the year. Preparation begins as early as June or July, with meticulous planning to ensure every detail is accounted for. “It’s about making sure we have the right stock, the right team, and everything lined up well before December.” This involves securing inventory to avoid shortages and hiring 10 to 15 seasonal staff, primarily students or casuals, to handle the holiday rush.

Managing this influx of activity is no small feat, and Jeremy credits the incredible work of Nat Helmbright and Alyssa Bennett, who oversee everything from office operations to warehouse logistics. “They ensure orders are fulfilled, dispatched on time, and meet our high quality standards,” he says. 

Quality control is paramount during this hectic period. “It’s very easy for something to go wrong when you’ve got so many people working in one room, but we focus on making sure everything that leaves our warehouse is 100 percent.”

Last year’s fulfilment of a corporate order for 6,000 units to a rest home is a testament to their precision and dedication. “Not a single complaint.” For Jeremy and his team, the chaos of Christmas is balanced by the satisfaction of delivering joy to thousands across New Zealand.

Corporate gifting

According to Spark Gift, the corporate gifting market is experiencing significant growth at a compound annual growth rate (CAGR) of 8.1 percent. The Business Research Company says that the market size is also expected to increase from $839.57 billion in 2024 to $1157.01 billion in 2028 at a CAGR of 8.3 percent.

Corporate gifts boost client retention by 43 percent, and 65 percent of companies find corporate gifting yields a positive return.

Custom corporate gift boxes have become an integral part of About Giving’s business, allowing businesses to foster relationships with clients and employees. “Corporate gifts are about showing appreciation and strengthening connections,” Jeremy explains.

Products like their Living Tree Gifts and premium wine hampers are particularly popular in real estate and professional services. “Trees are symbolic and versatile, making them ideal for occasions ranging from welcoming new clients to celebrating milestones,” Jeremy says.

However, economic pressures have shifted the corporate gifting landscape. “We’ve seen some businesses scaling back, skipping Christmas parties, or opting for simpler gifts.” To address this, About Giving focuses on raising awareness about thoughtful gifting options.

“Many businesses don’t realise the impact of a well-chosen gift. Our role is to educate them about the possibilities beyond a standard cash bonus. A beautifully packaged gift speaks volumes about a company’s values and appreciation.”

Building relationships with corporate clients is a priority for the team led by Nat and Alyssa. “We ensure every corporate client feels supported, from discussing their unique needs to customising the perfect gift package,” Jeremy says adding this tailored approach has helped About Giving stand out as a trusted partner in the corporate world.

For Jeremy, one of the most rewarding aspects of About Giving is the joy it brings to others. “Every day feels like Christmas,” he says with a laugh. “We’re in the business of creating special moments for people. Knowing that our gifts can bring happiness, whether it’s a corporate client thanking their team or a family marking a milestone, is incredibly fulfilling.”

Jeremy also enjoys the variety and challenges his role offers. “No two days are the same,” he explains. “From sourcing unique products to overseeing our digital strategy, there’s always something new to learn and tackle. It’s a constant evolution, and I thrive on that.”

A sense of purpose and personal connection to the business are other motivators. “I love seeing our ideas come to life, whether it’s developing our own honey from the farm or creating a gift box that feels truly one-of-a-kind. It’s deeply satisfying to know we’re making a difference, one thoughtful gift at a time.”

Jeremy’s passion for About Giving extends to the people he works with. “Our team is fantastic. Hayley, Nat, Alyssa, and everyone behind the scenes make it all happen. Their dedication inspires me every day.”

Jeremy is excited about About Giving’s future. Recent innovations include honey sourced from their Marlborough farm, packaged and branded in-house. “It’s rewarding to see our products go from hive to hamper.”

Plans for beyond 2024 include expanding sustainable product lines, growing corporate partnerships, and leveraging digital tools for broader reach. “We’re fully invested in creating memorable moments for our customers while growing the business sustainably,” Jeremy says.