THINK INSIDE THE BOX

Ever come across an idea that you wish you’d had first? New gifting company Parcel is a clever take on a hamper for people who want to give gorgeous gifts but are short on time (or ideas – calling all you baffled men out there!). Founder Natalie Powell’s ‘parcels’ can be bespoke or chosen from curated boxes such as Pink (above, £145) or Bestie, and include desirables from candles to a leather clutch. We asked her for insider tips on the art of gift giving this Christmas.

WHY DID YOU START PARCEL?

I’ve always loved giving gifts and making them look lovely. I’m often asked by the men in my life to help them buy things for their partners and decided that there was a gap in the market for people looking for a service offering high-end gifts with personalised details.

WHAT MAKES A GOOD GIFT?

The really thoughtful ones, rather than last-minute expensive buys. One of our most popular items is a photo frame with a picture the customer uploads when they order. There’s something special about a gift that reminds you of a lovely memory.

BEST GIFT YOU’VE EVER RECEIVED?

A ‘be my bridesmaid’ box full of little treats from my cousin – she’d taken so much care over it. It was the inspiration behind the Bestie parcel.

AND THE WORST?

A candle that still had on the tag from when someone had been given it. Luckily I love candles, so every cloud…

HOW DID YOU DECIDE WHICH PRODUCTS TO INCLUDE IN YOUR PARCELS?

They needed to be high quality – all the leather goods are handmade, candles are hand-poured and skincare is natural. I wanted to include independent brands and to have at least one thing in each parcel from a local supplier – not only because they offer beautiful pieces but to help other start-ups, too.

FAVOURITE CHRISTMAS TRADITION?

Opening stockings early in the morning. My brother and I still have the same ones from our parents, filled with fun things. Our partners now get one too and even at our age we look forward to them more than our main gifts. My mum spends so much effort on them, it’s definitely one of the inspirations behind the way I’ve designed my parcels. Women’s, men’s and Christmas parcels (50 per cent of profits from Christmas parcels goes to Crisis at Christmas), from £65, parcellondon.com