When a camel in a tutu just will not do

The Life: Everyone loves presents but Gwen de Bizemont was so fed up receiving bad corporate gifts that she started a business selling them.

Gwen de Bizemont creates innovative gifts. Jeffrey E Biteng / The National

Just about everyone loves presents. Gwen de Bizemont loves them so much that she started a business selling them. She is the managing director of Gulf Gifts, which creates innovative gifts for corporate events.

Why did you launch a corporate gifts service?

I launched the company six years ago. I was going out a lot to events with my husband who was a banker and we had a big social life. I was appalled by the gifts we were getting at these corporate events.

Like what?

They were always terrible. It would be a camel with a tutu or a statuette of the Burj Al Arab, something we drove past every day.

A camel in a tutu sounds novel.

It seemed like the gifts were being bought by the boss's personal assistant at the very last minute before the event. It was not a question of money, just the effort put in. I thought I could do better than that.

What is a typical gift you create?

There are no typical gifts. We come up with various ideas, from chocolate Formula One cars to Arabic bracelets to place mats for Atmosphere restaurant at the Burj Khalifa. My clients have included The Jumeirah Group, De Beers, Yas Island Hotel and EFGHermes. … There are a lot of companies offering promotional items, like pens and USB sticks, all under Dh100 [US$27.22]. I don't do that kind of thing. I work in presents more than Dh100. Myself and four staff make about 3,000 gifts per month for about 10 to 20 clients.

Sounds like business is booming.

Before the recession, we were doing 8,000 gifts for less clients.

Who are your clients?

I have a lot of repeat business, for example during Eid. Abraaj Capital ask me to provide Eid gifts every year. I am approached by event companies or big financial services firms. Or I work for government entities.

How do you make money?

We [buy] the gifts and add a margin, or make just the packaging and add a margin. Sometimes the packaging can be more expensive than the actual gift.

So sometimes you are hired just to make something look pretty?

In about 40 per cent of the cases, my clients have bought something or have an idea and want to package it and enhance the presentation. We make it look like a magnificent gift.

And the other 60 per cent of cases?

The client has zero idea of what to give. We try to tell a story and try to understand who is being given the gift. We ask 'what is the event about?', then create something for that.

Do most clients splash their logo all over the gifts?

I'm a big advocate of discreet branding on gifts. If branding is all over the gift, people are ashamed to put it on their desks. I try to encourage my clients to put a business card in the box rather than brand the gift.

So, as a test, what would you give the guests of a property company entertaining on a boat at the Abu Dhabi F1?

Property companies have not been doing well so people want reassurance. I would give a high-end waterproof pouch to put a phone and wallet in and then put a business card in that says 'we protect your assets'.