Charlotte runs the small business, alongside her partner Dan, from a purpose-built cabin in the back garden of their home in the northern English county of Yorkshire.
They are both passionate about magical gifts and creating things with true meaning. So, wanting to start a family and build something local, they set up the Woodland Gift Company in 2018.
Initially focused on exquisite jewellery, Charlotte and Dan today offer various products including luxury goodie boxes and magic dresses, all influenced by their love of fairy tales.
Timeless stories
“We lean into the vintage fairytale aspect,” says Charlotte. “I think it's a very quintessential part of the English countryside. And it's my childhood. My mum kept my favourite childhood fairytale books, containing stories my grandmother grew up with, and now we read them to my daughter. There's something timeless about these tales, especially with the traditional illustrations”.
Magical experiences
“I think that there's a gap in the market for gifts that are so special and meaningful that you want to keep them throughout your life,” Charlotte continues. “So, in my small shop, in this little cabin under the trees, Dan and I create simple things that turn into magical experiences with emotional value for people.”
Collaborating with Falconer Print & Packaging
The Woodland Gift Company grew steadily after its formation in 2018. But when Charlotte came to Falconer Print & Packaging in 2023, with a prototype for new outer packaging to present her jewellery, something even more special began to take place.
The Storybook Gift Box
Through a collaborative effort, the two companies created the Woodland Storybook Gift Box. Created from Holmen’s Incada Silk paperboard, the elaborately designed outer package looks like a vintage fairytale storybook. It opens to reveal a cutout of a woodland scene and a small glass jar containing jewellery alongside the inspiring story of the Woodland Gift Company.
Transformed our business
“It is the product and the experience,” says Charlotte. “You could just have one of these lovely little jewellery jars, but there's zero experience. You can have a great product, but if the packaging is dull, especially if you're gifting it to somebody, there’s little value in it. We're known for excellent quality jewellery. But a lot of places have very good jewellery. The box has brought together what's in our hearts and souls and it made it an experience for the customer. And the packaging has completely transformed our business. It's made us confident in the direction we're going in.”
Incada was the perfect choice
“I saw someone very passionate about brands when I met Charlotte,” says Colin Pow, Sales and Marketing Director, at Falconer, one of the UK’s leading carton manufacturers. “So I knew this would work great. Our CAD guy is very experienced, but Charlotte kept pushing for more until we ended up with something unique. And I knew Incada would be perfect. It is second to none. It’s brilliant at talking ink. It’s great to cut and crease. There is no better board for this sort of work. And I love the fact that Incada is made in the UK too.”
Made from the trees
Falconer is a renowned innovator in carton engineering. They are also located just 15 minutes away by car from the Woodland Gift Company and not far from Holmen’s Workington mill. This local aspect as well as sustainability in general is important for both companies.
Responsible packaging is part of the story
“We were very excited about the supplier of the board, which I don't think is common,” says Charlotte. “When you're a brand and you are selling a story, it must be real. In our case, that connection we have with the earth. We are in a woodland cabin, we recycle everything, we don't use plastic. The packaging we have is responsibly made from trees and that’s part of the story.”
An emotional success story
The Woodland Storybook Gift Box was a phenomenal success for Charlotte and Dan. “People have cried when they've received them as gifts,” Charlotte says. Due to this success, three seasonal versions will also soon be launched. “They will form a collection that sit together on a shelf,” says Charlotte. “I think we have better packaging than most jewellers out there, and I am very proud of it. It has changed the trajectory of our business.”
The Woodland Storybook Gift Box collection is made from Incada Silk with four process colour printing and a matt varnish. Charlotte and Dan have ideas for new designs that they will soon present to Falconer and which will be made from Incada Silk.