Sussie: Thoughtful gift giving
Ah, the ancient art of gift-giving. It's like the secret handshake of human connection, a way to show love and appreciation for the special people in our lives. But let's face it: How often have you received a gift that left you wondering if the giver had you confused with a random stranger on the street? We’ve all nodded and been like “Hmmm” at that “thoughtful gift” Auntie Rose brought for you. I’m probably an Auntie Rose as well because there are definitely countless times I didn’t think through my gifts. In my head, I’d say to myself “A bouquet of flowers would be nice” without even remembering the allergies the receiver might have.
But over time, we’ve heard countless times about thoughtful gift-giving. A thoughtful gift is like a warm hug for the heart. It's about taking the time to think about what the person really likes or needs. It's not just something you toss in a bag and hope for the best; it's a declaration that screams, "I truly understand you, and I care enough to put some heart into this." Thoughtful gift-giving can be as simple as remembering someone's hobbies and interests or even their favourite colour. But the real magic is turning that knowledge into a gift that shouts, "This is just for you and no one else!"
But, why should you bother with all this "thoughtful" stuff anyway? Maybe because when someone unwraps this, they're not just unwrapping a gift; they're unwrapping a piece of your friendship, love, and understanding. And here's a fun tidbit for you: psychology even tells us that giving a thoughtful gift can make us feel pretty darn good too – it's like a happiness boomerang. When we master the art of giving the perfect gift, our brains reward us with that warm, fuzzy feeling of accomplishment.
Anyway, one might wonder why I’m telling you all of this. Social media sometimes has a way of getting in your head and showing you what you might need, personal psychic and stuff. I came across an Instagram account while doing some good ol mindless scrolling. It had something to do with thoughtful gifting, I wasn't in the market for a gift but I absolutely loved this concept, so as one would do, I followed the account. With friends getting married left, right and centre, birthdays every other month, this could be useful for me in the future. You know, having somewhere where you can actually go and get your gift curated for a loved one.
With this in mind, I put out some feelers to find some businesses who would like to share their stories, and in the back of my mind I had told myself I would reach out to this particular business as well. And as the universe would have it, I was in contact with Allison and couldn’t be more happier when she was happy to share her story with us on her journey of running her business!
Can you share the story behind the name or concept of sussie? How did you come up with it?
Over the last few years, I’ve used custom gift box sites in the US for friends and family but never came across anything that really compared here in Dubai. Then, I started creeping into that age group where friends start getting engaged, buying their first homes, starting families…and with every occasion went a beautiful, expensive, bouquet of flowers. Likewise, when I got engaged last year, my dining room table was absolutely covered in beautiful congratulatory flowers sent to us from our loved ones. That’s when I really started to consider that there may be a market for a company like sussie.
When it came to naming the company, I just really didn’t want the name to include “box” in it. I wanted a name that would prompt people to ask this exact question. And after a long, exhaustive, middle-of-the-night online search, I came across “sussie” which happened to mean a small, inexpensive gift chosen specifically because it has relevance to the intended recipient. It felt like fate.
There is so much that goes into navigating consumer preferences, market trends, and so forth, to ensure the quality and emotional resonance of the product. As the Founder of sussie, how much do you think about the concept of quality and craftsmanship in gifting?
Quality and craftmanship is top-of-mind, not just for me but for the Founders whose products are included on the platform and in our gift boxes. All the products are crafted in small batches by small businesses trying to make it in this competitive marketplace. I also hand pack and deliver each gift box myself to ensure that it’s received in perfect condition. So quality is absolutely key throughout the entire value chain. It’s also the main reason we don’t offer same-day delivery – to ensure the quality of the products, packaging, and delivery of each gift.
Looking back, what were you most naïve about when you started sussie? What were some of the biggest obstacles you faced and how did you overcome them?
I learned rather quickly how difficult it is to build a working website, especially one with a “build-a-box” concept. I thought that building a website in 2023 would be relatively easy to do, but it was a lot more complex than I expected. I should note that I am not tech-savvy at all, so it was even more naïve of me to think that I could create a website on my own. Thankfully, I was introduced to a developer through the Female Fusion Network who got the website up and running for me and offered a lot of additional start-up advice along the way. I realised how important it is to have a community when going through the early stages of turning a business idea into reality, and how willing people actually are to provide support and offer advice.
What do you enjoy most about the process of curating a gift? Can you share a memorable instance where you had to think outside the box to create a box for a customer?
I love the creative process that goes into hand-packing each order. I’ll try different ways of placing products in the box. I’ll rewrite the note multiple times if I think the spacing is awkward. I’ll put the lid on and then take it off, trying to take the perspective of what the recipient will see when they first open it.
I recently had an order for a custom “get well soon” gift box. The customer really wanted to include cookies in the gift box, but the recipient was Keto. So, I reached out to Sussie’s baking partner, Crumbles, who turned around a special batch of keto-cookies in 24 hours for me. The most memorable part of this particular order was that the recipient ended up loving the keto cookies so much that she became a repeat Crumbles customer. And, Crumbles added those sussie keto cookies to its regular product line offering. This result really validated Sussie and Sussie’s mission for me.
What is the one thing you feel is important about collaborative work?
Trust, which goes both ways. I have to trust that the quality of the products that I’m including in the gift boxes are up to standard and of the best quality, especially those products that are made-to-order. And my partners have to trust that sussie is representing their company in a way that makes them proud to partner with us and put their brand name alongside ours.
Do you have a place where you take inspiration from?
I’m a part of a few different organizations like the Female Fusion Network and the Small Retail Network. Being around other women entrepreneurs, sharing stories, and feeding off each other’s energy always gives me a boost of inspiration and motivation.
Can you share your thoughts about the relationship you have with improvisation, if any, during your work?
With any start-up or small business you’re constantly learning as you go. At this stage, it feels like just constant trial and error. So, I guess in some way it’s all improvisation!
Why are you passionate about the service you provide?
I have always had a passion for social enterprise. It’s very true to who I am. Prior to moving to Dubai, I had a history of working in social enterprises and non-profit organizations. So as the idea for sussie evolved, it very naturally transformed from purely a gift-box business to a social enterprise and platform that supports women entrepreneurs. Every gift box supports at least 3 local women-owned businesses and that’s something I’m extremely proud of.
How do you want your clients to feel after they receive their gift box?
I want recipients of sussie gift boxes to feel like they received something truly special. Whatever the occasion, I hope a sussie gift box makes the recipient feel like real thought was put into making them feel loved and cared for.
In Unscripted fashion, let’s say we had 5 gifts in front of us, how do we know which one is yours?
If you had 5 open gift boxes in front you, you could tell which one is a sussie gift box because you wouldn’t see any big brand names or any mass-produced products. You might see a local brand you know (like Tania’s Teahouse teas), but most likely you’ll see a label with a brand you’d never heard of on a hand-poured candle or an all-natural body butter. You would also see a handwritten note and small personal touches included inside, such as a sprig of lavender or eucalyptus.
Where to find sussie?
You can find us through our website, https://sussie.ae, or follow us on Instagram
