From Curator to Creator: The Scary, Stressful, and Soul-Satisfying "Why" Behind My Rebrand

“Sitting in my garden, working on new designs. One of my most favourite occupations during the day.”

For 15 years, Gift It 2 was my world. It was a relatively successful "buy in and sell on" retail business, and for a long time, it worked beautifully whilst my children were growing up. But lately, you might have noticed a shift - a new name, a new look, and a brand-new energy.

Stepping sideways on a new path from a business I built over a decade and a half wasn’t easy, but it was necessary. Here is the "why" behind this evolution from retail to design.

The End of "Ticking Boxes"

The "buy in and sell on" model is the backbone of retail, and I spent years doing my best to perfect the hunt. However, I eventually hit a wall. I’d look at the products arriving from other brands and realise they just weren't "ticking my boxes" anymore. The spark was gone.

Instead of excitement, I felt a creative itch I couldn’t scratch by simply stocking someone else’s vision. I found myself wanting to change the textures, tweak the colours, and redefine the quality. I didn't want to just sell beautiful things; I wanted to bring them into existence.

Trading Comfort for the "Creative Bug"

In my previous life, things were relatively simple. I bought within the UK - even for European brands, I dealt with UK agents. It was safe, predictable, and local.

Now? Things are a lot more scary and stressful.

“Creating my Camel design”

* Global Logistics”: I am now importing and shipping my own designs directly from India.

* Economic Volatility: Like everyone else, I’m at the whim of geopolitics, fluctuating shipping prices, and the complexities of global trade.

* The High Stakes: When you design it yourself, the responsibility for its success (or failure) rests entirely on your shoulders.

So, why do it? Because even with the stress, the payoff is incomparable.

The Magic of the Making

“Discussing ideas in India”

On my recent trip to India, I saw countless beautiful products. But a funny thing happened: nothing persuaded me to buy off the shelf. I liked things, but I didn't love them - not the way I love a concept I've built from scratch.

“Inspiration in India”

There is a specific kind of magic in working up a design, refining the concept, and seeing it through to final completion and onto the marketplace. When I see a piece that started as a sketch and is now sitting in your home, it feels incredibly good.

I’ve officially caught the creating bug. It’s messy, it’s unpredictable, and it’s a steep learning curve - but it’s here to stay.

A New Promise

This name change isn’t just a rebranding exercise; it’s a declaration of intent. Every item you see now has been vetted by my own creative lens. You aren't just buying a product; you’re buying a piece of my design journey.

Thank you for being part of the Gift It 2 chapter, -and for continuing to stick with me on my next stage of Anne-Marie Designs .

There’s a lot in the pipeline; even more after my trip to India which was truly inspirational. So watch this space; I can’t wait to show you what else I've been dreaming up.

Anne-Marie xx