The Canadian Entrepreneur Making Corporate Gifting More Meaningful
When Victoria-Rose Bozzelli created a few gift baskets for a charity fundraiser at her office, she had no plans to start a business.
The baskets were meant to help raise money for a good cause. But after seeing them, coworkers began asking where they could buy similar gifts. What started as a casual conversation soon sparked an idea that would eventually become Grey Willow Gifts, a Canadian gifting company built around purpose, sustainability and supporting local businesses.
Today, Grey Willow Gifts works with more than 200 Canadian brands, serves clients across the country and has become known for transforming corporate gifting into something far more meaningful than a standard gift box.
How a Simple Gift Basket Sparked a Purpose-Driven Business
As she explored the gifting industry more intentionally, Victoria noticed a larger issue. Corporate and retail gifting had become increasingly generic, often relying on mass-produced products that felt disconnected from both the recipient and the people who made them. At the same time, she saw countless Canadian small businesses producing exceptional products without access to large-scale exposure.
"I wanted gifting to feel more meaningful again," says Victoria. "Not just for the person receiving the gift, but for the businesses behind the products as well."
In 2020, while on maternity leave with her newborn son, Victoria launched Grey Willow Gifts with a mission to create thoughtful gifts that support Canadian makers and create positive impact.
Victoria spent countless nights working between 11 p.m. and 2 a.m. after putting her son to bed, building the business one gift box at a time.
Within a year, demand outgrew the basement workspace. Today, Grey Willow Gifts operates from a 3,000-square-foot facility, serving both individual and corporate clients across Canada.
Building a Business That Aligns With Your Values
One of the biggest lessons Victoria has learned is that long-term growth only feels meaningful when a business is aligned with personal values.
Before launching Grey Willow Gifts, she had spent years creating traditional gift baskets as a hobby. While she enjoyed the creative process, she became increasingly uncomfortable with the amount of cellophane and packaging waste involved. Eventually, she stopped creating gifts altogether.
That changed when the concept of sustainable gift boxes featuring Canadian-made products came to her.
"For the first time, the idea of growing the business felt exciting because it aligned with what I believed in," she says.
That experience reinforced an important lesson: building a company around a purpose you genuinely care about creates a different level of motivation and resilience.
Entrepreneurship has also taught Victoria the importance of taking action before feeling completely ready.
"It's easy to compare yourself to businesses that are years ahead of you," she says. "But every successful company started as an idea at one point."
The Ripple Effect of Supporting Local
Supporting Canadian small businesses has been central to Grey Willow Gifts since day one.
Victoria saw firsthand how many talented Canadian makers were creating incredible products but lacked opportunities for national exposure. She believed gifting could become a platform to showcase those businesses while helping them reach new customers.
The company intentionally prioritizes products from Canadian entrepreneurs, including women-owned businesses, BIPOC-owned brands and companies that are committed to giving back to their communities - and has contributed nearly $1 million back into Canadian small businesses through its gift collections.
"From the beginning, I wanted every gift to support real people, real stories and real communities across Canada," Victoria says.
The impact extends far beyond individual sales. Every gift box creates opportunities for multiple small businesses to grow while helping recipients discover new Canadian brands they may not have encountered otherwise.
What Years in the Gifting Industry Have Taught Me
In a world where gifts can be ordered with a few clicks and delivered overnight, Victoria believes the most memorable gifts are the ones crafted with intention.
"A thoughtful gift shows that someone took the time to consider the recipient," she says. "It's not about the price tag. It's about making someone feel seen and appreciated."
That thoughtfulness can come in many forms. It may be a product that aligns with someone's interests, a gift that supports a cause they care about, or simply a beautifully presented package that creates a memorable experience from the moment it arrives.
Through years of curating gifts for both individuals and corporate clients, Victoria has found that the gifts people remember most are often the ones that feel personal and unexpected.
The timing of a gift can be just as important as the gift itself. While holiday gifting remains popular, some of the most meaningful gifts are sent outside traditional occasions—whether it's recognizing an employee after a major project, celebrating a client milestone, welcoming a new team member or simply expressing appreciation without a specific reason.
"Those unexpected moments often create the biggest impact because recipients aren't anticipating them," she says. "The gesture feels more genuine and memorable."
For Victoria, thoughtful gifting also means considering the story behind the products themselves. When a gift supports a Canadian maker, a woman-owned business or a company that gives back, it adds another layer of meaning that extends beyond the recipient.
Thoughtful Gifting Never Goes Out of Style
While trends may influence consumer preferences, Victoria believes the best gifts aren't driven by what's popular at the moment—they're driven by thoughtfulness.
"We pay attention to what's resonating with people, but I've never believed in choosing a gift simply because it's trending," she says.
"The most meaningful gifts are the ones that feel relevant to the recipient and reflect genuine care."
Over the years, Grey Willow Gifts has seen growing interest in wellness products, elevated everyday essentials, sustainable goods and Canadian-made brands. While these categories may be gaining attention, Victoria sees them less as trends and more as a reflection of what people increasingly value: quality, practicality and purpose.
“Rather than chasing the latest fad, Grey Willow Gifts focuses on products that stand the test of time—items that are beautifully made, useful and thoughtfully crafted,” she says. “Whether it's a small-batch candle, artisan-made food product or self-care essential, the goal is to curate gifts that recipients will genuinely enjoy and use long after they're received.”
In a world where trends come and go, thoughtfulness remains timeless.