Alfred Wong
Managing Director, Noel Gifts International Ltd
(All the following photos are courtesy of Hearted Moments Photography)
1) Why did you choose to start Noel Gifts and what do you love most about this business?
In 1973, I joined my family’s construction business and back then, it was an annual routine for most companies to send hampers to business associates on special occasions such as Chinese New Year.
But the feedback from sending hampers was that some hampers had rusty cans inside and some other products that were not so desirable. So, with this feedback, we decided to pack the hampers ourselves because we firmly believed that gifts bear good wishes and therefore they must be of high quality to carry the sincerity and goodwill of the sender.
The response was heartening and many of our recipients called to ask if we can assist them by packing the hampers so that they can present them to their business associates in turn. This hamper project became our small seasonal side-venture. But when my father’s construction business failed, we decided to go full time into the gifting business.
This business of ‘gifting’ is extremely satisfying when you know that you have helped people improve their relationships in one way or another, be it with business associates, friends, family, or loved ones. To see the smiles on the recipients’ or senders’ faces proves that you did a job well done.
2) How have gifting trends evolved over the years and what are some of the most memorable gifts that Noel has put together for customers?
As years go by, besides the ever popular flowers and chocolates, gifting trends have shifted from the basic gifting to concept gifting. Customers are more discerning and attracted to gifts that have a story and strong idea.
Hence, we make effort to innovate and keep up with trends. We have introduced 800 new product ideas each year and even introduced organic products and also some experiential gifts vouchers to cater to the younger customers.
There are many examples of memorable gifts, as giving gifts come from the heart and we often see extraordinary gifting moments. Physically, there were big and expensive gifts such as a more than 2 metres tall chinese new year hamper; a 999 stalks of rose bouquet that is as big as a small round tasle; and a $3000 congratulatory flower display.
Emotionally, there were simple bright sun flower bouquets that were presented to hospice patients to brighten their day; a special hamper packed with hand-picked items by a terminally-ill individual to thank her doctor.
3) Perhaps lesser known would be Noel’s property investments. How have these investments complemented Noel’s gift business and what are the prerequisites for any business which would like to also venture into property investments?
In line with our gifting business, these investments’ focus is with view of bringing people closer.
The prerequisites are basically, interest, sufficient capital, and industry knowledge.
4) Please share about the most important lessons you have learnt about branding, especially in establishing Noel as a trusted and reliable brand.
I believe that having a strong brand is essential to secure a dominant brand share and achieve market leadership locally and enabling it to grow regionally. And to sustain a strong brand, it is important to have continuous product innovation and creative designs.
Sample of a fresh rose frozen in time via a ‘freeze-drying’ process
As such, Noel’s product development and design team travels extensively to source for items to refresh its selection of gifts, flowers and hampers. To better understand customers and identify gifting trends, the company undertakes market research and conducts training for its customer service teams. It also taps on resources beyond itself to introduce new management capabilities and strategies.
5) Which are the best gifts you have ever received?
1. God
2. My Family
3. Gifts from Noel
Grace Says: I had the opportunity of learning from a Floral Stylist at Noel Gifts, and together, we put together a red rose hand bouquet they call ‘Burning Love’. 
(*Will be uploading the video soon; enjoy the pictures for now)
The Workstation:
I learnt a lot about roses along the way…
Was taught how to remove the unwanted petals and thorns and how to trim the stems, etc
And after almost 25 minutes or so… *tadah*
Very pretty bouquet, right?
Was tempted to run home with the bouquet in their award-winning tote bag 
*No more awkwardness when carrying bouquets!*
I used to think bouquets are just pretty and little did I know about how much work went into the presentation! Did you know that this particular bouquet required FIVE sheets of that beautiful red and pink wrapping?! To the uninitiated, it looks like it took just two.
Plus, you can’t leave the half-wrapped bouquet lying on the table while you go look for the ribbon/decorative leaves/wrapping/etc (*A mistake I committed*). The roses always have to be propped up by their stems so the petals won’t touch the tabletop and start turning black or wilt.
Besides learning about how to wrap a hand bouquet, it was certainly a lot of fun meeting the happy people at Noel.
I hope the bouquet I co-made will make a special lady really happy this Valentine’s Day.
Noel’s Valentine’s Day 2012 flowers and gifts are available for order until Feb 14, 2012. For more information and/or to order, call 6299 1155 or visit lovechapter.com
With special thanks to all at Noel Gifts who made this possible
Have a Happy Valentine’s Day!
Love,
Grace
p/s: If you’re still wondering where to take your date on V-Day, check out my previous blogpost here.
