The unboxing fail that changed everything

I tore open the pouch and felt a jolt. I wanted a smooth moment — romantic, even cinematic. Instead, I got… chaos.

The chain itself was nice. Shiny, sturdy, perfect for my girlfriend. But the packaging? It felt like I’d bought it from a kid’s birthday party stall.

I paid extra for a “special message” and “premium packaging.” The website promised no price tags, just a lovely surprise. Instead, I found:

• A generic letter in the worst font imaginable, glued to a flimsy card.

• A glaring “Mom’s Day” sticker inside the box

• Ten different promotional cards for GIVA offers.

• A price sticker peeking out like an unwanted secret on the package

And you know the best part?

When I wanted to leave a review with one start on the website they offered me a 200 rupees off on the next order if I gave them photos. (I don’t even want to tell you how bad that is)

I remember staring at it, thinking: “Branding doesn’t matter this much, right? The product should sell itself.” I believed that.

I lugged the mess home, trying to ignore the disappointment. The chain was solid. But every sticker and card whispered a different message: “We don’t care about the moment you share this gift.”

My flawed belief? I thought a good product could survive sloppy presentation. I was wrong.

I remember when I launched El Mejor Coffee. I sold bags of beans and hoped customers would love them for taste alone. But sales barely budged. Then I added a personal touch: We put the name of the person ordering with a hello on top of the box.

Suddenly, people couldn’t stop sharing unboxing videos. They loved seeing their name on something crafted just for them.

That tiny change shifted everything. It’s why our sales took off. It wasn’t magic. It was connection.

Here’s what I learned about selling a gifting product:

1. Packaging is part of the product.

   A gift box should feel like more than cardboard. It sets the tone. Remove clutter. Keep only what enhances the moment.

2. Personalize with intent.

   Laser-etch a name. Handwrite a simple note. Even a small detail can make someone feel seen.

3. Eliminate distractions.

   No random stickers. No promotional cards. The gift isn’t a billboard. It’s a moment between two people.

4. Build anticipation.

   A well-designed box creates a mini-drama: “What’s inside?” When you hold it, you already feel something special.

5. Deliver on brand promise.

   If your site says “no price tags,” make sure there aren’t any. Trust is fragile.

When I saw that GIVA box, I felt cheated. Their product was good, but their packaging screamed apathy. I wanted my girlfriend to feel special, not like she was a test case for GIVA’s next marketing campaign.

Here’s how El Mejor’s personalized box worked for us, the sales jumped by 40% in one month. People sent photos. They tagged us. They felt something.

Now, ask yourself: When was the last time you thought about packaging? When did you last personalize a product in a way that made someone feel truly special?

Reply to this email and tell me about a gift you’ll never forget — good or awful. Let’s learn from each other.

And hey, if you’ve ever dreamed of turning your brand’s story into something that sells itself, I’m opening pre-sale for The Brand Engine course. It’s where I teach the step-by-step framework that’ll stop your products from getting lost under a pile of junk mail.

Reserve your spot in The Brand Engine pre-sale and start building a brand that works, not just looks good.

Pre-sale spots are at a steal right now — grab yours before prices go up.

Enjoy the process of crafting experiences. Don’t let your product get lost under a pile of junk mail.

— Shashank

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