PG Buzz Feature: Female Founders Month at More Than Just a Gift
PG Buzz featured our Female Founders Month campaign as a standout example of how independent retailers can lead with both purpose and creativity, which was incredibly lovely to see.
What made the feature particularly meaningful to me was that it focused entirely on the initiative we created and ran ourselves at More Than Just a Gift, celebrating women-led brands through storytelling, visual merchandising and customer connection.
From the beginning, I wanted the campaign to feel uplifting, beautiful and genuinely engaging rather than overly corporate or performative. Independent retail is uniquely powerful when it comes to creating emotional atmosphere and human connection, so we leaned fully into that strength.
Throughout the month we highlighted a wide range of women-led businesses and creators across the shop, helping customers discover the stories behind the products they were buying. We created dedicated displays, visual features and messaging designed to make those stories feel visible and easy to connect with in a busy retail environment.
One thing I care very deeply about is making campaigns feel integrated and natural within the shop itself. Customers do not want to feel as though they are being lectured or marketed at constantly. But they do enjoy discovering thoughtful details, stories and themes woven beautifully through a space.
That’s where independent shops have such an advantage.
We can create experiences that feel personal, layered and emotionally resonant in ways much larger retailers often struggle to replicate.
The response from customers during Female Founders Month was incredibly warm. Conversations began naturally around the displays, people spent more time engaging with products and stories, and there was a genuine feeling of positivity surrounding the campaign throughout the shop.
I also think the campaign demonstrated something important more broadly: independent retailers can play a meaningful role in championing creativity, entrepreneurship and community connection without losing sight of the commercial realities of running a business.
In fact, when campaigns are done thoughtfully, those things often strengthen one another.
I’m very grateful to PG Buzz for recognising the initiative and helping share it more widely within the industry. It was wonderful to see an independently created campaign resonate so strongly both with customers and with the wider greeting card and gift community.
