We’re excited to introduce you to the always interesting and insightful Melanie Parker. We hope you’ll enjoy our conversation with Melanie below.

Alright, Melanie thanks for taking the time to share your stories and insights with us today. Taking care of customers isn’t just good business – it is often one of the main reasons folks went into business in the first place. So, we’d love to get a conversation going around how to best help clients feel appreciated – maybe you can share something you’ve done or seen someone do that’s been really effective at helping a customer feel valued?

Client gifting can be a bit of an adventure — you have to leave your expectations at the door sometimes. I’ve always loved this one story from a gift we delivered a few years ago.

We had this client, a man in his 70s, who unfortunately, ended up in the hospital. So, we thought, “Let’s send him something to brighten his day.” We went with loose gardenias from High Camp Supply, thinking they’d bring a little cheer.

What happened next? He calls his account manager and says, “I’ve never gotten flowers before in my life!” He was so genuinely surprised and touched by the gesture. It wasn’t just about the flowers; it was the idea that we’d seen him as more than just a client — we’d treated him like a human being who needed a bit of warmth at that moment.

And honestly, that’s when gifting really works. It’s not about sticking to the playbook. It’s about breaking the mold and connecting on a personal level. You catch someone off guard, in the best way, and that’s when you create these unforgettable moments. He was just so joyful, and it felt like we’d done something meaningful.

Melanie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’ve spent almost a decade as a B2B marketer, and what I’ve learned is that real, authentic relationships are everything. I started Hewson to help businesses foster those connections in a thoughtful and strategic way.

I think of myself as an event planner—but for strategic gifting. I don’t own products or operate like an affiliate marketer. I’m the connective tissue between you, your clients, and the most values-aligned vendors I can find. My role is about digesting your client and employee needs, defining what those connections should feel like, and sourcing gifts that truly resonate. Think thoughtfully curated items that feel personal, not just transactional.

Our services are designed to be customized, but here are some of the ways we can work together:

Personalized Consulting – Whether you’re looking to strengthen client relationships, build employee loyalty, or attract your ideal community, we start with a conversation about your goals and challenges. From there, I work cross-functionally with key partners (sales, marketing, leadership) to help align existing programs and initiatives with a cohesive engagement strategy. My goal is to help you build authentic, long-term connections while giving you more time back in your day.

Strategic Gifting – We’re definitely not about sending your clients impersonal branded mugs. Our gifting process is data-driven and results-oriented, with your business goals in mind. Whether you’re aiming to turn one-time clients into repeat clients, increase referral rates, or build brand loyalty, we start by understanding what makes your clients tick. From there, we do everything from researching market trends to finding the perfect cookies from a one-woman bakery in Brooklyn (because we found out your clients love cookies and women-owned businesses).

We handle the entire process, from sourcing and procurement to gift-wrapping and shipping. This allows you to focus on building deeper connections while we take care of the logistics.

Here are just a few examples of what we can support you with:
• Annual Holiday Gifts
• Tiered Client Gifting
• Employee Appreciation Milestones
• Event Gifting (Board Meetings, Team Off-Sites, etc.)
• Alumni and Development Gifting
• Creative Direction & Marketing
• Retargeting Campaigns
• Prospect Campaigns

What else should we know about how you took your side hustle and scaled it up into what it is today?

Yes, my side hustle did eventually turn into my full-time business, but it wasn’t something I planned from the start. I actually never imagined I’d end up as a small business owner. When I had my first child in August 2020, the world was in a strange place with the pandemic, and like many women, I was worried about the future of my career. With all the challenges around childcare and the financial strain on businesses, I wasn’t sure what direction things would go. I had this underlying fear of being laid off or having to step back from work, which is something I’ve realized in hindsight was tied to the postpartum experience but that’s another conversation.

At the same time, my role at work shifted dramatically when I returned from maternity leave. I went from working under a powerhouse mom to reporting to a younger male colleague who had been tasked with scaling cardmember touchpoints while cutting budgets and boosting ROI. I’d been working for years to prove the value of personalized experiences but proving positive cardmember sentiment as a business strategy during the pandemic, was tough. Cardmember sentiment as it impacts the overall bottom line of a business is a soft metric, an influential touchpoint and leadership decided to move to more hard-hitting impacts.

That’s when my dear friend asked me, “Why not take what you love about your job and do it on your own?”

I had way more experience than a lot of the competitors I saw starting out, but I didn’t know how to launch a business. That was intimidating. So, I started talking to other entrepreneurs about their own experiences building businesses – who was the first key partner they onboarded, what were some of the obstacles and opportunities, where should you focus your investments social, website, branding. etc? After a year of research and prep, I officially launched Hewson in September 2021.

My launch goal was simple: land one client. Funny enough, that client had already asked me three times to work with them, and I had turned them down, afraid to take the leap. The third time, I realized I couldn’t say no again, or they’d move on. So, I took the chance, and what started as a goal to land one client quickly turned into three. At that time, I was still working full-time at American Express, so landing three clients was a big deal for me.

For the next two and a half years, I nurtured this side hustle—my “third baby”—alongside raising two kids under two. Last fall, I finally found the courage to leave my corporate job and take Hewson full-time. I had the blueprint, the clients, and the drive to make it work. Today, while my business is still small, it’s constantly growing. I’m testing new strategies and have moved from relying solely on referrals to actively acquiring new clients. I’m putting myself out there with LinkedIn founder-led content, blogging, interviews, and more. Each day, I’m excited to see where it takes me next.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I’m still in the process of building my reputation, but I’ve received positive feedback from my clients because I’ve deliberately differentiated my approach to corporate gifting. When people first hear about gifting in the corporate space, they often assume it’s the typical e-commerce or retail experience—standard pre-kitted baskets, ready-made options, or generic holiday gifts. But what surprises them is the strategic approach I take.

Before jumping into selecting a gift, I start by asking key questions: What’s the intention behind this gift? Why now? How will it resonate with the recipient? It’s less about picking a $150 gift for the sake of a holiday and more about thinking through how the gift can represent the business’s values and deepen the relationship. This focus on the “why” behind gifting not only sets the stage for stronger connections but opens new dialogues with my clients that they often haven’t considered.

When I connect with business owners in adjacent fields, the feedback is often about how I apply a marketing lens to gifting—something many overlook. Gifting isn’t just about tradition or obligation; it’s an opportunity to make a lasting impression, a brand moment. Unfortunately, many businesses miss that. They focus on giving at key holidays, but if you’re a small business owner, that precious investment you’ve made can easily be drowned out in the holiday noise. You might’ve chosen a great gift, but if the timing is off or the thought behind it is unclear, the opportunity to deepen your relationships is lost.

And then there are the gifting experiences that just miss the mark entirely—like receiving a vacuum-sealed snack assortment with a generic note that says, “If there’s a gift note, look under the shipping label.” That experience feels impersonal, like the giver just checked a box. My goal is to challenge my clients to think deeper about their gifts: don’t just go bigger, cheaper, or faster—go thoughtful. Well-sourced, unique items paired with a handwritten note always feel more personal and meaningful than something generic and rushed.

Ultimately, knowing my lane and sticking to what I do best has helped build my reputation. I understand the strategic side of gifting, and I focus on creating thoughtful, intentional experiences that feel authentic—rather than simply filling an order.

Contact Info:

• Website: https://www.hewson.co/
• Instagram: https://www.instagram.com/hewson.co/
• Linkedin: https://www.linkedin.com/in/melaniesullivanparker/
• Other: melanie@hewson.co

Image Credits

Nancy Brown Photography