Why we switched to kraft packaging — and never looked back

A behind-the-scenes look at our decision to eliminate plastic from every part of our supply chain, and the small brands that helped us do it.

Three years ago, GIF-TREE was using the same packaging as most gift companies — glossy boxes, plastic film wrapping, foam inserts, and synthetic ribbon. It looked polished. It felt premium. And it was, frankly, wasteful.

The shift happened gradually. First, we switched the inner tissue to recycled paper. Then came the kraft outer boxes, sourced from a small producer in Portugal who uses 100% post-consumer recycled cardboard. The foam inserts went next, replaced by a honeycomb paper wrap that actually holds items more securely.

The hardest part was the ribbon. Satin and polyester ribbons are everywhere because they are cheap and look great in photographs. Finding a natural cotton and linen alternative that still felt luxurious took us four months of testing with seven different suppliers.

What we discovered along the way surprised us. Customers noticed. Not just sustainability-focused customers — everyone. The tactile quality of kraft paper, the softness of a linen ribbon, the satisfying fold of recycled tissue: these things create an unboxing experience that feels more considered, more crafted, more real.

The cost was higher. The time investment was significant. But we have never looked back — and neither have our customers.