Retail Diary Confidential: Hedley & Bennett, Hotel Lobby Candle and Brightland on Holiday Retail
The Holiday Hosting Brand Playbook: How Three Lifestyle Brands Master the Art of Q4
Holiday Retail Diary: The Art of Gifting & Entertaining
How ‘Home-Centric’ Brands Navigate Q4
This holiday season, we're exploring how industry leaders are transforming everyday moments into memorable experiences through thoughtful product curation and entertaining expertise. I connected with three industry leaders running three different types of home brands to explore how they plan and reinvent the holiday hosting retail game.
Ellen Marie Bennett, Founder and Chief Brand Officer, Hedley & Bennett
Retail Diary: Tell us about your role and background.
Ellen Marie Bennett: I oversee everything from product development and design to marketing and community engagement at Hedley & Bennett. My focus is ensuring our kitchen essentials meet professional chef standards while being aesthetically pleasing for home cooks. I particularly enjoy the creative aspects, from brainstorming new products to collaborating with chefs.
Retail Diary: How early does holiday planning begin?
Ellen Marie Bennett: We start in spring! Our first focus is the product lineup, analyzing previous successes and developing new ideas. This holiday season, we've expanded into kitchen linens and tabletops, perfect for holiday hosting.
Retail Diary: What excites you most about Q4 preparation?
Ellen Marie Bennett: The creative process of developing holiday collections and special-edition products. It's rewarding to see our products help create meaningful moments in the kitchen.
Retail Diary: Can you share a holiday success story?
Ellen Marie Bennett: Our personalized aprons have become a huge hit! We streamlined the customization process to handle high volume while maintaining quality. The personal touch really resonates with gift-givers.
Retail Diary: Your top holiday preparation advice?
Ellen Marie Bennett: Start early, but remain flexible. Trends change quickly, and adaptability is key.
Retail Diary: What's on your gift radar this season?
Ellen Marie Bennett:
Casa Dragones 375ml Tequila
Lindsay Silberman, Founder Hotel Lobby Candle
Retail Diary: Tell us about your role and background.
Lindsay Silberman: I wear multiple hats – from being a "nose" working with perfumers to running marketing initiatives and serving as creative director. I oversee everything from packaging to partnerships, focusing on both big-picture strategy and minute details.
Retail Diary: How early does holiday planning begin?
Lindsay Silberman: Product development starts first, followed by inventory projections a year ahead. Marketing plans, including shoots and events, begin mid-summer.
Retail Diary: What excites you most about Q4 preparation?
Lindsay Silberman: Q4 is our Super Bowl! I love collaborating with our art director on holiday themes and bringing them to life across all platforms.
Retail Diary: Can you share a holiday success story?
Lindsay Silberman: Instead of traditional Black Friday discounts, we've offered special bundle sets, maintaining brand value while exciting customers. (Retail Diary Note! This is what so many retailers ask about - how to not discount and still offer something exciting to customers!)
Retail Diary: Your top holiday preparation advice?
Lindsay Silberman: Plan ahead but stay nimble enough to pivot when needed.
Nora Maxwell, Senior Marketing Manager, Brightland
Retail Diary: Tell us about your role and background.
Nora Maxwell: I lead brand partnerships, events, marketing calendar, email campaigns, influencer collaborations, and special projects.
Retail Diary: How early does holiday planning begin?
Nora Maxwell: Planning starts in June, beginning with holiday photoshoot and content strategy. Last summer, I drew inspiration from vintage holiday cookbooks.
Retail Diary: What excites you most about Q4 preparation?
Nora Maxwell: It's like preparing for the Super Bowl! I love tapping into the festive, nostalgic mindset and bringing joy to people's holidays.
Retail Diary: Your top holiday preparation advice?
Nora Maxwell: Plan extensively in advance and always have multiple backup plans!
Retail Diary: What's on your gift radar this season?
Nora Maxwell:
Retail Diary Notes
Sensing a trend:
2x Q4 = Super Bowl. Both Lindsay Silberman and Nora Maxwell reported that Q4 is as important as the Super Bowl. Think of it this way, you need to prepare all year, train for it and think of every scenario. Be ready for what is coming your way and keep analyzing to win win win.
3x Plan but stay nimble. All three Founders/Execs shared how you need to plan, but be ready for a change and to stay flexible. That could mean handling packaging that didn’t come in correctly and there isn’t time to redo, shipping prices increase, a delayed order or betting on a trend that doesn’t materialize. The show much go on and you need to problem solve.
Retail Diary Gift Guides
Home Gifts - To Gather and Give
I have the Smock style apron from Hedley & Bennett. My husband and kids gave me (after I added to my holiday list) a few years ago. I love it! I need a fresh pair of Oven Mitts so I’m adding these to my list this year.
This Hotel Lobby Candle Home Gift Set has everything needed. You can purchase before you host or take to a friends house as a thank you. You will certainly be invited back. And the HLC’s Mini Votive Candle Set is an easy gift if you want to let the recipient explore all the scents.
Brightland collabed with MacKenzie Childs on this beautiful gift set. If you know someone who loves a Pizza Night, the Brightland Pizza Night Set with a Pizza Peel and Pizza Chopper makes a kit for a fun night in.
Simple but a Fish Spatula is my favorite! Not just for fish. It is perfect for delicately picking up cookies and it is my go to for flipping pancakes (I flip a lot!) Pair it with these beautiful Resting Stones and a special Spoon Set from Material Kitchen to upgrade your cooking situation.
I love Cookbooks and always ask for new ones at the Holidays and gift them frequently too. I love everything Smitten Kitchen** Molly Baz’s newer cookbook is on my list (More is More**) and of course
cookbook “What to Cook When You Don’t Feel Like Cooking”**Chilewich Placemats are my favorite. I’d throw in some Hedley & Bennett linen napkins to make a set.
Be a sweet guest and bring Bonbon NYC Candy. This is how you can secure an open invitation to my place.
A gorgeous Edie Parker acrylic tray that can be used in a thousand ways.
I have 4 of the bitty bowls from East Fork Pottery and I use them for everything, but especially for putting little chocolate treats in after dinner to enjoy.
Do you have a favorite essential item when you are entertaining? A gift that always wins to bring to holiday gatherings? Share in the comments.
More Retail Diary Gift Guides
Favorites from Dorsey - these are perfect as a holiday gift or to add glitz to your event dressing. This Curve necklace is my new favorite layering piece. I haven’t taken it off since I added to my neck mess.
I’m earring obsessed - here are a few of my favorites that are super gift-able.
Silver & Gold is festive for the Holidays and an easy way to make the everyday items feel incredibly special.
Start a Charm Necklace and easily have a gift to add every holiday in the future. Here is my edit with everything from classic, to modern, personalized and at a variety of price points.
Holiday 2024 Beauty Gifts has the Retail Diary edit of the beauty kits, collabs, new launches and more for this holiday gifting season.
Little Luxury Upgrades Gift Guide think fancy nail files, a luxurious hand lotion, lip balm that takes it to the next level. Sure you can find these items at the drugstore but these are the items to indulge someone you love with.
And while you are shopping this holiday season, don’t forget all of the Retail Diary Community Discount Codes can be found here and check out the Retail Diary Chat for directories of BIPOC, women founded and small businesses.
Holiday Dressing - Attending an event? Here are a few ideas.
Lace Skirts I’m loving - to layer and show a little or a lot.
Don’t forget a special topper - Coat Trends for this season. With a triangle scarf on top.
Let me know if there is anything you are looking for in the Sunday Scoop. See you soon. xx
Sarah Shapiro
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Love the focus on Home!! Such a good area of gifting opportunity!
Omg it does feel like the Super Bowl, never thought about that way! 🙌