This week we talk to Tom Dufraiss and Eric Amiel, co-founders of We Wander, a retail gifting company that specialises in offering out-of-the-box gift ideas which are specially-curated experiences from unique food adventures to unforgettable travel escapes and stylish wellness ideas. Tom and Eric aimed to go beyond the usual ‘mundane’ gift cards and flowers and help create something that will make a lasting impression on clients and customers who will be fortunate to receive them. We Wander started as a retail venture but it proved to be such a success that it has transitioned into the B2B corporate gifting space with the help of partner Andreas Schimkus.
ISB: What was the inspiration to come up with the idea that would become We Wander?
TD: We were both working for large corporations, and, sitting out on our surfboards we started talking. We agreed that consumers and businesses were tired of ho-hum gift cards, limited experience offers and incentive ideas. Not long after this, we began by developing a national experience portfolio and perfecting our idea. We felt people were left with narrow options, so we offered curated experiences around set price-points, and packaged them in stylish gift boxes. We are now riding a wave of success with We Wander Gift Boxes.
ISB: What makes gift boxes a great way for businesses to engage with their clients and customers?
EA: The We Wander Gift Box is the ultimate reward and ‘keep warm solution’ to celebrate key achievements and to reconnect and re-establish a positive relationship, whether it’s with your clients or employees. We also offer complete personalisation that increases engagement and business touch points.
ISB: How do you ensure that the experiences included in your gift boxes are unique and memorable for the businesses and their respective clients/customers?
TD: We spend a lot of time researching and trialling new experiences to ensure they are both amazing and memorable, which is a tough job! All are Australian based including unique foodie sensations, out-of-the-box travel escapes, whirlwind adventures and stylish wellness ideas.
ISB: What has been the most challenging aspect of this venture and how do you overcome it?
EA: COVID was probably the biggest challenge for us with our corporate pipeline instantly drying up, so we pivoted our model to enter retail stores earlier than expected. We got lucky as both Coles and Woolworths accepted to range our products. Then we faced a second problem, how were we going to purchase half a million worth of stock. We were two-four people in the team at the time and growing our business through our online revenues. We went through a flash capital raising and in less than one month, we raised the finds to support the successful retail launch. The rest is history!
ISB: How do you envision We Wander developing in the next couple of years?
TD: We’re always developing new gift box experiences, refining our offer, and looking at fresh marketing angles. By far, the biggest growth area is the corporate gift boxing segment, and we are rapidly developing this within the motor and real estate industries for example. We Wander is also refreshing its retail distribution network, aiming to offer its full range of boxes in several hand-picked stores all around the country. And we are busy building new experiences to offer, with new boutique hotels and restaurants a current focus. We aim to be Australia’s number one gift experience provider.
ISB: What has been the most important lesson you’ve learned in this business journey you’d share with other would-be entrepreneurs?
TD: Try to test before you commit with new people and companies. A lot will pretend to have a strong network. great skillset, and the ability to help your business in many ways. Be alert and try to control what they are doing, assess them regularly, especially in the early stages, otherwise, it can cost a lot of time, money, and energy. It’s essential to remain confident, yet open to constructive criticism, and reinvent yourself continuously by testing and learning until you find the way it will work for you and your business along with the people you can really trust.
