DJW Custom Baskets & Beyond – Expanding from Consumer Gifting to Corporate Gifting

Client

DJW Custom Baskets & Beyond is a boutique gifting company specializing in curated gift baskets and custom gifting experiences designed to create memorable moments for clients, employees, and special occasions.

Founded by Denyse Jeter-Williams, the company combines thoughtfully selected products, elegant presentation, and personalized service to create meaningful gifting experiences.

Denyse brings more than 40 years of experience in human resources and talent acquisition, which informs the company’s approach to employee engagement, corporate gifting, and relationship-building.

The Opportunity

DJW Custom Baskets & Beyond initially built its reputation through direct consumer orders and custom gift requests for individuals and small organizations.

As the business continued to grow, it became clear that the curated gifting model had strong potential in the corporate and organizational gifting market, where companies regularly purchase gifts for:

·       Employee recognition and onboarding 

·       Client appreciation 

·       Corporate events and milestones 

·       Holiday and seasonal gifting programs 

Serving this market effectively required positioning the company not simply as a gift basket provider, but as a corporate gifting partner capable of supporting larger orders and ongoing business relationships.

Strategic Insight

Many curated gifting businesses begin by serving individual customers. While this can build early momentum, these businesses often have significant growth potential in corporate and organizational markets.

Corporate clients typically require:

·       Consistent, high-quality gifting solutions 

·       The ability to place larger or repeat orders 

·       Clear service offerings and ordering options 

By strengthening its positioning as a corporate gifting provider, DJW Custom Baskets & Beyond could move beyond one-time consumer purchases and pursue larger B2B engagements and recurring client relationships.

The Approach

Built by Roth partnered with DJW Custom Baskets & Beyond to clarify the business direction and develop a structure that supports corporate client engagement.

The project focused on three key areas:

Business Positioning 
Refining the company’s positioning to highlight its role as a corporate gifting partner rather than solely a retail gift product provider.

Messaging and Offer Structure 
Developing clear messaging around corporate gifting solutions including client appreciation gifts, employee recognition programs, and corporate event gifting.

Digital Presence 
Designing a website structure that better supports B2B engagement and helps organizations easily explore services and initiate inquiries.

Services Provided

·       Brand positioning and audience expansion from consumer gifting to corporate clients

·       Business model and offer structure development

·       Messaging clarity and brand narrative refinement

·       Website planning and digital presence strategy to support B2B inquiries

The Result

DJW Custom Baskets & Beyond now has a clearer and more structured positioning as a corporate gifting provider.

With refined messaging and a website strategy designed to support organizational clients, the business is positioned to pursue:

• Corporate partnerships
• Bulk and recurring orders
• Long-term client relationships

This strategic foundation enables DJW Custom Baskets & Beyond to build on its reputation for thoughtful gifting while expanding into higher-value corporate engagements.