Corporate gifting has long been treated as a transactional task - companies send gifts to employees, clients, or prospects as a simple gesture of goodwill. But this approach misses a critical opportunity: gifting is an integral part of relationship-building, not a one-off event.

Where the Industry Was - and Where It’s Headed

Traditionally, corporate gifting was a check-the-box exercise: send a branded pen, a gift basket, or a one-size-fits-all holiday present. It lacked personalization, strategy, and most importantly-impact. But in today’s business landscape, relationships matter more than ever, and gifting should reflect that.

At Brilliant, we see gifting as a business strategy. Thoughtful, well-executed gifts have the power to reinforce relationships, strengthen brand loyalty, and make recipients feel genuinely valued. And thanks to technology, this level of personalization and precision is more attainable than ever.

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MilkPEP - Yin Woon Rani (CEO)

Leading the Change: Visionary Leadership in Corporate Gifting

The most transformative shifts in any industry begin with leaders who see beyond the status quo. Visionaries like our founder, Millie Tadewaldt, are redefining what gifting can accomplish in business relationships. Across the industries our clients shape, Michelle Zatlyn tackled internet security head-on, turning Cloudflare into a shield for the web. Kristina Saffran and Erin Parks disrupted outdated eating disorder treatment with Equip’s virtual care. Yin Woon Rani rebranded an entire industry at MilkPEP, making dairy marketing fresh again. Ashley Kramer scaled product-led growth at GitLab, proving efficiency and innovation go hand in hand. Angie Hicks made finding trusted pros effortless with Angi, and Shuo Wang transformed global hiring from a headache to a breeze with Deel.

The evolution from transactional gifting to strategic relationship investment requires leaders who recognize one subtle, yet powerful truth behind every iteration are human connections waiting to be strengthened. Today, gifting is about building systems that align meaningful moments with business objectives, moving beyond generic catalogs and towards personalized experiences that reflect both the giver's values and the recipient's preferences.

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Cloudflare - Michelle Zatlyn (Co-Founder)

Innovation with Purpose: Humanizing Technology in the Gifting Experience

In an increasingly digital world, the most powerful innovations aren’t replacing human connection-they’re enhancing it. Forward-thinking companies are leveraging technology not simply to automate gifting, but to make it more meaningful, personal, and impactful.

The future of corporate gifting lies at the intersection of sophisticated technology and authentic human touch, where data-driven insights inform thoughtfully curated experiences. Smart gifting platforms now offer unprecedented capabilities while keeping the technology itself invisible to the recipient, who experiences only the thoughtfulness behind the gesture.

Key Takeaway: Challenge the Status Quo

This International Women's Day, we celebrate the founders and leaders who recognize that meaningful change often begins with reframing our fundamental assumptions. The future of corporate gifting isn't about sending more gifts—it's about transforming transactional moments into relationship milestones that matter. By challenging the status quo of "check-the-box" gifting, forward-thinking companies are proving that when executed strategically, gifting becomes what it was always meant to be: an integral part of relationship-building, not a one-off event.

We're proud to partner with visionary women leaders across industries who share our commitment to meaningful connection, including Michelle Zatlyn (Cloudflare), Kristina Saffran & Erin Parks (Equip), Yin Woon Rani (MilkPEP), Ashley Kramer (GitLab), Angie Hicks (Angi), and Shuo Wang (Deel). Together, we're redefining what thoughtful business relationships can achieve.

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