Welcome back! You’re reading post five in our six-part series unpacking The Expressory’s Strategic Storylines™. This framework is behind how we help you turn thoughtful touchpoints into strong business results.

If you’ve been following along, you’ve already seen how Relationship-Related moments build belonging, how support through Transitions strengthens loyalty and how Shared Experience connects through relatable moments. Now, it’s time to dive into a very special type of gifting that is close to our hearts:

DIY Gifting

No, we’re not saying you need to pull out the hot glue gun. But the principle behind DIY gifting is powerful: it’s all about effort. When someone receives something that was clearly made or chosen just for them, it hits differently. It makes them feel important because it was made for them. Even if not by you.

And that, my friend, is the magic we’re after.

Let’s explore how and why this storyline works, what kind of impact it creates and how you can start weaving it into your own engagement strategy.

Why DIY Gifting Works

Personalized business gifts don’t just mean “handmade.” It means “made with you in mind.” It could be handcrafted. It could be a custom gift for clients. It could be hilarious and wildly imperfect, but it has to scream, This was made just for you.

And when someone feels that? You’ve just leveraged the psychology of building a relationship, which tells us that people need:

• A Felt Understanding – I see you.

• Validation – What matters to you matters to me.

• Care – I put in the effort because you’re worth it.

Psychologist Harry T. Reis, whose work we reference often, says these three elements are the foundation of any lasting relationship. So, when you send a gift that’s clearly been made (or customized) for the recipient, you’re delivering all three in one go.

It’s not about perfection. The effort is what matters.

DIY-style gifts (or personalized business gifts) are often the ones that linger the longest. They’re saved. Displayed. Talked about. Laughed over. That kind of staying power builds the emotional loyalty that drives repeat business and referrals without you even having to ask.

This is the reason we opted to use Handmade cards for The Expressory gifts. These cards are truly made by crafty women across the country. And we hear over and over that people find these cards displayed long after the gift arrives.

Now, let’s look at some real-world examples of other DIY gifts and gifting strategies that have made an impression.

Real Examples of Personalized Business Gifts in Action

Sponsorship Recognition

Gift: Custom-made medal with the event logo and year
Message:
In recognition of your sponsorship and unwavering support, this medal honors your role in empowering women to find financial freedom and confidence during life’s most challenging transitions. Your partnership helps turn uncertainty into strength, and fear into freedom.

Why it worked:
The message is beautiful, but the real hero is the medal. It wasn’t just a plaque or a generic thank-you gift. It was a medal, like the kind you earn. It was custom-engraved and dated. Something that couldn’t be bought in a store. This told the sponsor: You did more than donate, you showed up. And we see that. That’s felt understanding, validation and care in one shiny package.

Earth Day Appreciation

Gift: Handmade cork wallets, gardening seed kit, gloves, a tree seedling, the book How to Be More Like a Tree and custom Earth Day cookies
Message:
Happy Earth Day! There's something genuinely magical about reconnecting with nature—it invigorates our senses and replenishes our energy. The partnership we share is important to me, and I want to assure you know how valued you truly are. As a gesture of gratitude, I hope to inspire you to take some time today to embrace the wonders of the natural world.

Why it worked:
This was a multi-layered gift that created an experience. The cookies and wallet? Handcrafted. The tree and seeds? A long-term symbol requiring the recipient’s participation. The message? Deeply personal. It encouraged recipients to pause and connect with something larger. The thoughtfulness came through in every detail and it all said, "You matter enough for us to make something special."

Seasonal Milestone Gift

Gift: A custom-made snow globe with a mini trophy inside
Message:
No one crushes this goal like you do! Keep it up.

Why it worked:
This was a joke between the giver and the recipient. Every season, the same "made-up" goal was celebrated. The snow globe? Totally unnecessary and somehow completely perfect. It was funny, personal and proof that someone was paying attention. That kind of inside joke, when memorialized in a gift, creates an anchor of connection. A private laugh turned public display.

Personalized Parking

Gift: Custom dual-branded parking sign
Message:
Merry Christmas and Happy Holidays! We hope these reserved parking signs bring a smile and add a touch of fun. Whether they find a spot in your workspace, garage or another favorite place, we thought they’d make a unique gift.

Why it worked:
This was cheeky and clever. The kind of gift people immediately show off. The DIY angle here wasn’t hand-assembled, but it was custom-designed and had personal flair. When a gift is tailored to a person or place, it tells the recipient they were thought about in specific, meaningful ways.

Home Building

Gift: A full-sized, hand-monogrammed golden shovel
Message:
I know you joked about digging the hole for the home foundation yourself, but it does seem pretty fitting given your journey. Thank you for your business. I enjoyed learning more about your family and cannot wait to hear about the groundbreaking of your new home!

Why it worked:
Let’s be honest, it’s not every day someone receives a golden shovel. This was witty, thoughtful, symbolic and deeply tied to the recipient’s journey. And again, it was personal. The giver took a joke from a conversation and turned it into a keepsake. That’s relationship gold.

Why Custom Holiday Gifts for Clients Last

A great DIY-style gift sticks around. Literally and emotionally.

• They’re displayed — on desks, shelves, fridges.

• They’re shared — on social media, in conversations.

• They’re remembered — far longer than a box of chocolates ever will be (I mean, unless the giver made them by hand!).

Why? Because they require thought. They’re hard to replicate. And they make people feel like they’re not just a name on a list; they’re a person being seen, celebrated and remembered.

Take Action: 5 Questions to Reflect On

Want to start using DIY gifting in your engagement strategy? Start here:

1. What’s something unique about one of your clients that only you would know?

   • Think: inside jokes, milestones, personal interests.

2. Can you remember a moment when someone said something funny or meaningful that stuck with you?

   • Could that be turned into a personalized gift?

3. What’s a local artist, vendor or craftsperson you admire?

   • How might their work help tell your story or your recipient’s?

4. Have you ever made something that people commented on or saved?

   • Consider how that could be repeated intentionally.

5. How can you shift your mindset from “gifting” to “commemorating”?

   • Don’t just send something, make it a marker of a shared story.

Up Next: Gift Acquisition.

We’re nearing the end of our Strategic Storyline series! Gift Acquisition is about how you got the gift in the first place.

FAQs About A Gift in Business

What is the power of a gift in business?

The power of a gift lies in how it makes someone feel. A well-chosen gift can show appreciation, strengthen a relationship and create a moment of connection that people remember long after. In business, a gift does more than say “thank you,” it communicates that someone matters to you beyond the transaction and that you care.. That feeling of being seen and valued builds loyalty and trust over time.

What is the psychology behind business gifting?

Business gifting taps into a basic human need: the desire to feel cared for.. Psychologically, receiving a thoughtful gift triggers positive emotions and a sense of reciprocity. People naturally want to give back to those who’ve been kind to them. But more than that, it creates an emotional association with your brand or business.

Is it ethical to give gifts while doing business?

Yes, when done thoughtfully and transparently. The key is intent. Gifts should never be used to sway decisions or gain an unfair advantage. Instead, they should come from a place of appreciation or relationship-building.

What are the rules for business gifts?

There aren’t hard-and-fast rules, but there are good guidelines. Always consider company policies. Some organizations have limits on what employees can accept. Keep gifts thoughtful but modest, and avoid anything that could be seen as a bribe or conflict of interest. The most meaningful gifts are personal, useful and relevant to the relationship. So, not just expensive or flashy. When in doubt, a simple, heartfelt gesture is always the right choice.