As I reflect on my 29 years building baskets and Fancifull I can’t help but think: “What is it all about? Why have I done this for so long? Why?”
Connections. Connecting people via a basket and a message, connecting our clients to the producers we’ve found over the years, connecting people to the truth of good food and why it is important.
It is a huge invisible but existent freeway system of lines going out – vectors arching across the U.S. with info, food, and warm messages. Our whole job is to send a message, to make people smile, to let them know someone is thinking of them.
When I started Fancifull back in 1987, I said to my friend, as we sat in the booth in my kitchen, drinking coffee and savoring the possibilities, that I didn’t want to just send stuff. The world was full of stuff: things that people didn’t want or wanted at some point but didn’t know what to do with now. I wanted my gifts to be joy bombs going out, making people happy, taking care of a need, sending a message.
I wanted to create delight in each person’s space upon receipt.
Letter from a Recipient
So I started the journey that is Fancifull. As that journey progressed there were detours, learning curves and terrific “ah-ha” moments. We evolved.
I threw myself into learning about cheese, wine, chocolate and how food is made. It became apparent to me that how we grow our food creates a huge impact on our planet. This wasn’t news to me, but the truth became more real, became something I couldn’t ignore.
I met many small artisans along the way and came to realize that by putting their products in my baskets I could help them find an audience. We began to do more tasting in our shop so we could indulge our passion for great food and finds and share them with anyone who was interested. This business of baskets got more and more interesting.
Our studio on Melrose near Gower in Hollywood has become a bona fide wine and cheese shop with all our offerings. We kept listening to our clients and created different packaging, some more sustainable some in a manner that would make shipping easier and more cost effective. Fresh flowers became a big part of Fancifull and making the baskets with fresh flowers along with gourmet food, became a signature design. They look like a still life.
Evolution and Connections. It keeps us expanding and growing. It allows us to daily create products that make us proud. We get to contribute back by buying from sustainable producers, encouraging the start ups, offering lots of advice (sorry to all whose ears we have bent), speaking to other retailers across the nation about how to succeed, holding fundraisers in our shop and sampling lots and lots of cheese, chocolate, salami and wine (those seem to be the favorite 4 food groups).
It keeps our love of Fancifull alive and burning. There is a vitality to sending out messages for people daily; knowing the gift is going to land on a desk and someone will smile, someone will feel acknowledged. Our clients’ business and personal lives will get stronger because their connections are stronger. We make life personal. We do it on many levels. We love doing it for you.