At Sugarwish, the holidays are more than a season—they’re a canvas. A place where creativity, connection, and a dash of whimsy come together to create gifts that feel as joyful to send as they are to receive. This year, that canvas expanded in delightful new ways.

We sat down with Sugarwish Co-founders Leslie Lyon and Elizabeth Vezzani, along with Clare McClaren, VP of Creative and Merchandising, and Melissa Mills McLoota, VP People & Culture, to explore the ideas and inspirations shaping this season’s offerings. What emerged was a shared commitment to the little things—the details that turn a gift into an experience.

You can watch the full webinar here.

Designing Delight: The Holiday Box Reveal

Every holiday season begins long before the tree goes up or the cocoa starts simmering. For the Sugarwish team, it begins a year out, sketching and refining the festive holiday boxes that have become synonymous with surprise.

This year’s boxes mark a return to form: classic Sugarwish red and blue, enlivened with charming little characters, each one drawn with meticulous care. They’re bright, nostalgic, and festive—but according to Leslie, the true magic waits just beyond the lid.

“When you open it,” she says, “it looks like a cookie or candy store.”

It’s the moment of reveal—a candy-colored world tucked inside a simple box—that turns first impressions into lasting memories.

Culinary Curiosity: When New Flavors Take Flight

Innovation is an unspoken tradition at Sugarwish. Each year brings something new to explore, and this year the team delivered in bold, delicious ways.

There were the debuts of Brownies and Hot Sauce, both early hits. But the breakout star? The Bakery & Café Sugarwish, Sugarwish’s first-ever combination category. Recipients can curate their own mix—a cookie here, a brownie there, maybe a coffee or hot cocoa to round it out.

Within weeks, Bakery & Café surged to the top as the most-selected gift, prompting an equally fun newcomer: the Candy & Snack combo.

These combinations embody the Sugarwish ethos: giving people the freedom to choose what speaks to them.

Thoughtfulness, Curated: Gift Sets Make Their Entrance

Some ideas take time to find their perfect moment. Curated Gift Sets have lived on the Sugarwish dream board for years, awaiting the right partners and the right vision.

This year, the pieces aligned.

By working with existing creators from the Spa, Candle, and Gourmet Pantry categories, the team built thoughtful, cohesive, curated gift sets that honor individuality while simplifying the gifting experience. Instead of choosing an assortment for someone, you choose the size of gift set you want to send — and they choose the set that fits their personality and mood.

While our selection of year-round gift set themes are not to be missed, two brand-new festive holiday themes were also announced at yesterday’s event:

Let It Snow

A winter embrace of eucalyptus & evergreen candlelight, gourmet cocoa, marshmallows, a classic mug, peppermint almonds, and the kind of cozy socks you never want to take off.

Chocolate Therapy

A festive set of delightful chocolatey (and minty!) goodies including a bourbon ball candle, chocolate mint body butter & lip soother, and delightful candies and marshmallows to round it out.

Where Creativity Meets Connection: The Custom Mug + Treats

Among the season’s most imaginative offerings is the Custom Mug + Treats gift—a fusion of personalization and indulgence. Senders upload an image (a company logo, team photo, family snapshot, the possibilities are endless!), designing a mug that feels bespoke and heartfelt.

There’s no minimum order quantity, making it as practical for one gift as it is for a thousand. And in signature Sugarwish fashion, the recipient still chooses their accompanying treats—a simple gesture that elevates the whole experience.

Seasonal Flavor, Elevated

The holidays wouldn’t be the holidays without cozy seasonal flavors that bring nostalgia rushing back. This year’s lineup is both time-honored and adventurous:

• Peppermint steals the spotlight with candy cane crunch brownies, peppermint bark popcorn, and decadent white chocolate peppermint bites.

• Gourmet Pantry introduces a showstopper: Cranberry Grand Marnier relish, the ideal companion to brie and crackers at any holiday table.

• Candy lovers can journey abroad through 12 authentic Swedish sweets, now part of Sugarwish’s pre-selected “treat yourself” expansion.
  
  

Gifting, Simplified: Meet the Gifting Genie

With many companies sending hundreds—or even thousands—of holiday gifts, Sugarwish wanted to take the stress out of large-scale decisions. Enter the Gifting Genie, a smart tool that asks a few quick questions, recommends the ideal gift, and instantly generates personalized e-cards and box cards using your logo.

A Heart at the Center of Every Sugarwish

As the year winds down, the team returns to a simple truth: the little things are the big things.

It’s why Sugarwish gift sets include a small colored heart—a quiet emblem of affection, connection, and the joy threaded through each gift.

This season, and every season, that’s the intention: to remind the people in your life that they matter. To make brightening someone’s day with a gift feel effortless, meaningful, and just a little magical.

Because at Sugarwish, giving isn’t just about the gift. It’s about the feeling that unfolds when someone opens it.

Missed the webinar? You can catch it here!