Ever wonder what goes on behind the scenes of the swag that actually gets used, worn, and bragged about?
At Star Gift Alliance, we don’t just source merch—we live it. From the big ideas to the last-minute chaos (and the occasional dog snuggle), our team makes the magic happen daily.
We sat down with the gals behind the boxes, the artwork, and the spreadsheets to talk about favorite projects, merch myths, and what it really takes to make branded gifts feel unforgettable.
Q: Let’s start simple. Swag or merch…what team are you on?
Michelle: Both serve a purpose, but swag is “Stuff We All Get”. It’s the giveaways, the crew gear, the everyday essentials. Merch is the stuff that sells. Different budgets, different vibes.
Lindsay: Swag. It just sounds cooler.
Christina: I use both, but let’s be honest…swag is more fun to say.
Q: What makes great merch truly great?
Christina: It starts with attention to detail. From the item itself to the artwork and packaging—every piece has to hit. Nothing should feel like an afterthought.
Michelle: It’s all about usefulness. Something people want to wear or use. At a conference, we gave away screen-cleaning spray bottles with cloths. People came back to get more to give to friends. It doesn’t have to be expensive, it just has to be smart.
Q: What’s your secret weapon when it comes to getting merch out the door?
Lindsay: A quota-based job I had at a factory in a past life. It trained me to move fast and efficiently when it comes to packing.
Christina: Dogs. When things get crazy, I stop for five minutes, sit on the floor with a dog, and reset. Then it’s game time.
Michelle: Knowing the tour crew. I reach out and ask what they want before we even start. Saves time and makes it personal.
Q: Talk to us about packaging. How important is presentation?
Michelle: It matters a lot. Especially for holidays, employee appreciation, or milestone gifting. One time we packed a toiletry bag with a laundry bag and stainless steel Sharpie inside. The swag was the packaging and people loved it.
Christina: I’m big on presentation too. You can feel when it was done with intention.
Q: Best time to give swag out on tour?
Michelle: Before a tour starts. At the end, people are wrapping up, packing, shipping gear—and they don’t need another thing to stuff in a suitcase. Also love fun holidays like Valentine’s Day (clients are the heart of the business), April Fools, and Thanksgiving. Gifting off-calendar is a power move.
Q: What’s your favorite piece of swag you’ve helped produce?
Lindsay: My North Face Norah Jones rain jacket. It’s stylish, functional, and personal.
Christina: I don’t have a single favorite. I love that we get to work on everything from company tees to dog show swag to concert VIP kits.
Q: How do you personalize swag without blowing the budget?
Michelle: Easy stuff like engraving instead of screen printing. Or a laundry bag with a white strip so crew can write their name on it with a Sharpie. Smart personalization without the extra cost.
Q: Any behind-the-scenes chaos stories?
Lindsay: During a massive Eagles merch drop, we realized toward the end that some shipping labels were mismatched. We had to go through every package, confirm contents, reprint labels, and repack. Nightmare at the time, hilarious now. Sort of.
Q: What do you love most about working at Star Gift?
Lindsay: The team. We’re like family. It’s organized chaos, but we thrive in it.
Christina: The variety. No two days are the same, and we get to work with people who actually care about what they’re putting out into the world.
Michelle: Watching a good idea go from sketch to reality. And knowing we made it easy for our clients along the way.
Q: Final thoughts?
Michelle: A thank-you note is nice. But swag? Swag gets used. It’s worn. It travels. It sparks memories. It makes people feel something. And when you do it right, it doesn’t just say thanks…it builds loyalty.
Lindsay: Drop shipments get double-checked. Always.
Christina: Timing is everything. Plan ahead, and the rest falls into place.
